There’s a tremendous opportunity here for designers and businesses who want to be leaders and who are able to apply these ideas on a larger and more transformative scale.
New Haven, CT (PRWEB) January 7, 2011
This week, a company founded by Connecticut businessman Howard J. Brown released, “Design Matters: Doing Better with Less,” a short, animated video about using design to create a sustainable future. In the video, Brown uses a story he originally heard Buckminster Fuller tell and explains why the key to humanity's future and the key to successful design, innovation, and business strategy is producing drastically more benefits for people using drastically fewer resources.
The video is part of a larger project Brown is spearheading called dMASS.
“This is the most important work I’ve done,” says Brown. “It’s the culmination of my experiences as an environmental management consultant to large companies and as an educator."
The idea behind dMASS is that there is a trajectory in innovation that often goes unnoticed. People are learning how to progressively do more with less, but the rate and extent of this change is insufficient to sustainably meet the needs of a growing population in a world with severe resource constraints. Brown aims to work with designers, architects, and business leaders to help spark a revolution in thinking that will lead to radical gains in resource performance.
“We all need to shift our attention to the functions and benefits of the products, services and buildings we buy and sell rather than the products themselves. That is the real purpose of economic activity” says Brown. “There’s a tremendous opportunity here for designers and businesses who want to be leaders and who are able to apply these ideas on a larger and more transformative scale.”
Brown also says that it’s no coincidence that dozens of ideas, from biomimcry, to cradle-to-cradle design, to green building and sustainable development are emerging now with such vigor. Today, with palpable population pressures and rising demand for resources, there’s increasing recognition that from now on the way resources are invested matters. dMASS is an umbrella concept that advances the idea that businesses and organizations need to deliver much more benefits to people using the least amount of resources possible, and need to do so quickly and in every corner of the economy.
Brown is certain that this is the only viable path to sustainable economic progress and he is passionate about communicating the ideas. He has recently been speaking to architectural firms and will travel to India this spring and meet with business leaders there. He and his team, which includes business strategist Kathryn M. Lewis and sustainability consultant and writer Kristin Aldred Cheek, regularly share their ideas and tools at dMASS.net and through Twitter.
For 20 years, Brown was CEO of Resource Planning & Management Systems (RPM), Inc., in New Haven, Connecticut where he advised major corporations on aligning environment and business strategy. Prior to founding RPM, he taught environmental planning and economic development at Yale University and Wesleyan University, and he collaborated with Buckminster Fuller. You can find dMASS online at http://www.dMASS.net and on Twitter @dMASS_net, connect with Howard J. Brown on Twitter @brownhowardj, and view Design Matters: Doing Better with Less on the dMASS YouTube channel.
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