When it came to how we approached and structured our business we decided to put sustainability first.  With nature as our inspiration, we decided to go for a circular model rather than a business model. We wanted to do things properly, do things better from the start rather than basing it on a strategy, forecasts, market analysis, or ROI’s.

We used nature as our example and foundation to build from – the food chain, behavioral aspects, and the pyramid of life. We decided to adopt a revisionist thinking ethic which was inspired by something we heard in an interview with William McDonough, founder of Cradle to Cradle, he said:

“It’s a kind of treaty of between sustainability & design if you like – where the concept of waste is completely reconsidered.”