In Early February 2013, I did a story for the Tribune de Genève on TerraCycle and its young CEO, Tom Szaky. Tom Szaky recycles all he can think of. It goes from used diapers to cans and to cigarette butts. He also recycles plastic bottles and everything that is worth something in the Chureca as well. But he goes one step further. With his team, he thinks about a way to reinvent garbage and recycle it into a new product. For instance, cigarette butts are turned into ashtrays among other things. He keeps talking about outsmarting waste: “Instead of the product being the driver, garbage is the driver”.