Sustainability via a back-to-front process opens new doors to innovation.

Today’s pathway to innovation or product development starts with maximizing the product’s performance in use (often one life time) then minimizing its production costs. A product’s end-of-life or next life performance is not built into the innovation process. What if we started at the end and walked backwards to performance in use and then attack its economics?  Would this open a radically new innovation pathway? What if sending a product at the end of its life to the landfill was seen as a defect in the production process? How could money be made by fixing this defect? We believe starting at a product’s end of life and directly connecting to the beginning of the next life, whether it’s the same product or a different one, opens doors to redesigning old products, innovating new products and conceiving new business models. This process leads to non-traditional relationships with suppliers and customers and creates sustainable value