Michael Braungart is in a hurry.
A former environmental activist who once scaled smokestacks to fight pollution for Greenpeace, the celebrity chemist has emerged over the past two decades as a dark horse in the race to find solutions for saving the planet.
Braungart wants to end the current drive for people to "reduce, reuse and recycle" goods in order to prompt the next industrial revolution. His core idea is for manufacturers and users to no longer "consume" raw materials that are turned into waste, but "borrow" them, a concept he calls cradle-to-cradle.
"It's really reinventing everything," he says.
But he's running out of time.