implementation

Before we can look at our values and prioritizations and change them into better, healthier ones, we must first become uncertain of our current values.

Religious concerns had to be overcome, and physicians who believed pain was necessary for healing had to be enlightened. What’s more, a new mindset had to arise in both physicians and patients that consciousness could be safely altered in this new and unimagined way.

our behavioral statement describes point B, what remains is to understand why Point A isn’t already Point B. That is, we need to map the pressures that create the distance between what we have and what we want, so we know what it is we need to change. And that’s really the secret sauce of this whole book, because when we talk about designing for

When I think about how specific companies, factors, technologies, or even countries function in this spread, it begins to clarify how I should identify the asymmetry that exists. The critical thing about this spread is that many times, there isn’t a high-quality way to quantify the moving parts. There is a reason that people who get hard science

maths is defined by the techniques it uses to study things,

Or maybe you’re running a creative team. In a pre-AI world, in order to create consistency, you needed to reduce your work down to principles and systems so that writers and designers could consistently capture your brand's voice and style.

In a post-AI world, you don't necessarily need to reduce your work in such a way. Instead, you can find

for now it’s important to note that the grey area should be included somewhere, otherwise we’re just ignoring part of reality.

Finally, the fifth rule is to choose immeasurable rewards over measurable ones. Seeing numerical scores increase is satisfying in the short term, but the most valuable things in life — freedom, meaning, love — can’t be quantified.

but the little evidence you have is not trustworthy, so the base rates should dominate your estimates.