RR02

In Chapter 7, Heskett talks about identity. I love how he states that "it can be a deliberate attempt by individuals and organizations, even nations, to create a particular image and meaning intended to shape, even pre-empt, what others perceive and understand." (84) This idea leads us to think beyond "who we are" whether it be an individual or an organization. I saw this thought take form when Heskett was talking about FedEx and how the company name transformed to a verb in itself. The simplicity of the term led to the logo and represented the purpose and intentions of the company in the most efficient way. The introduction to Cradle to Cradle was also quite a new thought to consider. I had never heard of everyday items containing subliminal harmful chemicals and materials. This is a scary thought because it refers to everything that I interact with everyday without thinking of the ramifications they might present. This book spurs on radical ideas that cause us to consider and implement new ways that will strengthen the relationships between humans, products and the environment.