Fast Company does demo job on McDonough
In a recent article in Fast Company magazine, “Green Guru Gone Wrong: William McDonough,” staff writer Danielle Sacks goes to great length— over 6,500 words, actually— to dismantle locally-based architect William McDonough’s nearly mythic status as a visionary green architect. As Sacks points out, UVA’s former “Green Dean” was Esquire’s 2005 “Big Thinker of the Year” and one of Time’s “Heroes for the Planet,” but then she proceeds to do a “demolition job” on McDonough, as Treehugger.com characterized it.
At the start of the piece, McDonough is seen palling around with the likes of Cindy Crawford, Goldie Hawn, Universal Studios president Ron Meyer, fashion designer Tom Ford, and billionaire Richard Branson, while he makes everyone swoon with his theories of a waste-free world. By the end of the piece, however, Sacks has McDonough struggling like a dolt to put up a patio umbrella at a mansion in Maine that one of his famous friends has let him use.
“Sweaty and breathless, McDonough finally flips the umbrella upside down onto the deck. “Snap this until it snaps into that,” he instructs me, pointing to a wooden lever. He is crouching over as if he were inspecting some kind of beached specimen, his hair like a tuft of grass atop a windswept rock. It’s hard not to wonder, even with Al Gore’s Hollywood engine behind him, whether this is really the man to lead the next industrial revolution. Or whether, as McDonough says, rising with a gasp, “there’s an easier way to do this.” (more)



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