Cradle to Cradle: Beyond Beautifiers Ignasi Cubiñá is CEO and Co-founder Eco Intelligent Growth (EIG). He has a BS in Biological Sciences and 15 years experience in the food and pharmaceutical industries. Since 2006 he has worked as an advisor on Cradle to Cradle implementation for business development with institutions and private companies at EIG. ¨The problem is located in the fact that we are creating structures that are not evolving¨ Ignasi Cubiña, through his lecture, gave an extended analysis on the basic focus of Cradle to Cradle and why now, more than ever, industry and architecture need to support the ¨technical cycle¨ by bringing to life products of shorter life span, with the ability to recycle themselves. The next question would be: How can we eliminate waste by design?