'What's your Company doing for the Environment?' And we didn't have answers. The real...

Ray Anderson: For 21 years I never gave a thought to what we were taking from the Earth or doing to the Earth in the making of our products. And then in the summer of 1994 we began to hear questions from our customers we had never heard before: 'What's your Company doing for the Environment?' And we didn't have answers. The real answer was not very much. And it really disturbed many of our people, not me so much as them, and a group in our research department decided to convene a taskforce and bring people from our businesses around the world to come together to assess our company's worldwide environment position to begin to frame answers for those customers. They asked me if I would come and speak to that group and give them a kick-off speech and launch this new task force with an environmental vision, and I didn't have an environmental position, and I did not want to make that speech. And sort of the propitious moment, this book landed on my desk. It was Paul Hawkins' book, The Ecology of Commerce and I began to read The Ecology of Commerce, really desperate for inspiration, and very quickly into that book I found the phrase, "The Death of Birth". It was E.O. Wilson's expression for species extinction, "The Death of Birth," and it was a point of a spear into my chest, and I read on, and the spear went deeper, and it became an epiphanal experience, a total change of mindset for myself and a change of paradigm. Can any product be made sustainably? Well, not any and every product. Can you make landmines sustainably? Well, I don't think so. There's a more fundamental question than that about landmines. Some products ought not to be made at all. Unless we can make carpets sustainably, you know, perhaps we don't have a place in a sustainable world, but neither does anybody else, making products unsustainably. One day early in this journey it dawned on me that the way I'd been running Interface is the way of the plunderer; plundering something that's not mine, something that belongs to every creature on earth. And I said to myself, "my goodness, the day must come when this is illegal, when plundering is not allowed. It must come". So, I said to myself, "my goodness, some day people like me will end up in jail".