Corporate sustainability does have value: good design can, at no cost, accomplish great things. Take your cup of Starbucks: If you add cream second, you need a stir stick—a piece of wood harvested from forests, manufactured and transported, packaged and distributed. But if you add cream before you pour in the coffee (a design solution) you suddenly don’t need a stir stick at all. You’ve replaced a material thing with intelligence; you’ve eliminated waste through thought. What an unbelievably compelling way to view our problems!