To make more sustainable products and businesses, we first need to change the way that we think about new product development: Considering all of the impacts of the entire lifecycle from raw material to end of use. This should be ingrained into any product designers mindset.It’s called lifecycle thinking, and it’s not as easy as it sounds. Putting it into practice, and delivering real positive impact inline with commercial success takes a lot of work. But the results are worth it!In this episode, Oliver McDermott talks to Timothy Allan, CEO of Ubco Bikes about life cycle thinking and what it takes to build a successful design-led business."