1. It is Always Personal

People are not mute, passive subjects upon which design exerts its ‘force’. The bedrock of design excellence is empathy and inquiry.

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2. And Planetary

Rather than creating solutions for current, destructive models that are merely less bad, create new models that are entirely good.

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3. Technology is Society
The capacity for innovation in technology is determined by its social environment. The social and the technical are indivisibly combined.

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4. Cradle to Cradle

A project is a temporal assemblage of material and energy resources, ultimately belonging to perpetual closed-loop cycles.

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5. Loosely Coupled Systems
Modularization affords resilience by enabling adaptation to changing contexts and needs through the project lifespan.

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6. Evolution over Novelty
Rather than reinventing wheels, design should be approached as a holistic accumulation of knowledge. If something works well, do it again, even better.

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7. Imagination over Knowledge

However, "Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world" Albert Einstein.