Traditionally, ecologically conscious product design (EcoDesign) emphasises the systematic environmental improvement of products, with tools derived from life cycle assessment (LCA) being used to record the improvements achieved. The possible integration within a company's environmental management system (EMS), taking Philips as the example, has been described in previously world-wide distributed and publicly available management guidelines called ‘Point of no return’. An operational counterpart was published in 2000 and is called ‘Greening Your Business’, it features an extended method, which includes all milestones in the total sequence from company policy via strategic choices and roadmap planning to the product's creation. This article describes the overall approach.