First, I’m not disparaging Danish design; quite the contrary. The zero represents an audacious goal for us: Getting to a zero operational footprint by 2020. For the Danes, the goal is to be known as the world’s leading design society by 2020. By that they mean a society where design is integral to the way everyone—from government official to average citizen—uses design to make life better. A big, audacious goal. Will they achieve it? If we’re any indication, yes. People laughed at us when in 2004 we said we’d get to a zero by 2020: no VOC air emissions, no process water use, no hazardous waste, no solid waste to landfills. Today, just seven years into it, we’re nearly 91 percent of the way there. Let’s cheer for the Danes.