Michael Braungart coined the Cradle to Cradle (C2C) concept and created a body of knowledge around it that is quickly changing the world. And what’s more, he holds a chair at Erasmus University. I became a fan of his work long before I was appointed here. And this week, I saw another example of the impact of Michael’s work when Stef Kranendijk, CEO of DESSO Group visited Erasmus and shared the story of their C2C journey to boost innovation and responsible business. I have known Stef for some time (actually, since I became an honorary member of the old boys network) and have always been curious to learn more about his business and its green philosophy. For readers of my blog to whom DESSO doesn’t ring an immediate bell: think market leader in carpet tiles and artificial grass pitches. Applying C2C principles, products are made from pure components that are easy to disassemble, so that new products can be made from them (‘up-cycling’ rather than re-cycling) in both the biosphere and the technosphere. From eco-efficiency to eco-effectiveness, in other words. I can recommend the DESSO story to anyone interested in applying ‘green’ principles in practice. Stef immediately recognised ‘his’ products on the floor in my office, and shared the secret that since KLM also use DESSO carpets in their fleet, he is the only CEO that can claim to fly on his own magic carpet.