Right away after reading about The Natural Step, I kept thinking about our group projects. Clearly this organization saw a problem within some of our major retail stores and came up with a solution and other ways these billion dollar stores could give back. SImply explained, The Natural Step wants to push society to a sustainable way of life. AKA, using multinational companies revenue. Same thing for visa and global marketing. The one section I was slightly confused about was the chapter on material economics and the idea of taking material and developing intelligent products from them. Philip Ball was a interesting section to read about. He was helpful in explaining scientific materials and what it comes down to is that materials need to be thought about in a more contemporary way. He gave the example of, shape-memory polymers and what happens when you place a bent wire into a hot cup of coffee. I am surprised at how much I do not mind reading Massive Change. It jam packed with crazy information I probably would of not read anywhere else.