New metaphors for sustainability: include the craft of great design

Following Solitaire Townsend's suggestions for metaphors - teen-aged sex, Shakespeare, and advice to the dude - Ed Gillespie, co-founder of Futerra, emailed us to add a crucial component to the art of sustainability. Ed writes: 

To add to Soli's suggestions I would include: craft.

Sustainability is really all about craft - artful, considered, creative solutions that work for people and planet.

Sustainability is also the crucial third component of great design, building on William Morris's 'fit for purpose' (functionality) and 'beautiful to look at' (aesthetics). I add to these 'sustainably produced, reusable, durable, recyclable'. Sustainability turns good design into truly great design.

photo above of William Morris