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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.

2. And Planetary

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

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

4. Cradle to Cradle

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

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

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.

7. Imagination over Knowledge

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

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