Guiding Principles

Functional thinking

We look at any technological system as a hierarchy of functions. Quite simply we ask "what does it do?" In doing so we remain solution and technology neutral. We look at functions as the truck of a tree. Branches and leaves can then be considered as applications and roots can be considered as the enabling technologies.


We extract the key principles and first get back to basics. We create simple representations and clarify the governing physics. We share Newton's belief that "natura valde simplex est et sibi consona" (Nature is exceedingly simple and harmonious with itself). Things are interconnected, and once these interconnections are seen with clarity, everything becomes simple.


We consider noticing to be the starting point of all thinking. The key challenge is seeing what others cannot see. We recognise that noticing requires preparation so that notions exist in the mind that enables it to recognise and name what is in front of the eyes. By naming the various viewpoints that could define something, we can then actively seek the contrasts so that we can see clearly and show to others.


We create simple representations of conceptual directions so that we can have in a single view everything that we need. We refer to this as topologies. Single page views where all alternative directions are visible provide perspective; then opportunities simply stand out of the page.


Constant questioning of Meaning

We constantly ask the question "So what?" in order to explore implications, causes, additional effects. Meaning is explored in terms of the impact that something has on the performance of the system, on perceptions of people, and ultimately on the lives of people.

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