We passionately believe that:

Compliance is death
Rebellion is security

If you follow rules, those rules could  be passed onto a machine.

Machines are capable–and winning–in anything structured.

If  what you do could be written in a set of instructions1, then you can be sure that someone, somewhere is already trying to teach a machine to do it. And once they do, it would become better and better at it.

1 our workshop to understand what and who can be automated

On the other hand, if people can’t understand what you do, if you’re told that you don’t fit, if people can’t find boxes fast enough for your interests, then you’re winning.

The future belongs to those who beat the machine is pursuing their passion, in asking questions.


Machines already have all of the answers, but they can only ask the questions we instruct them to.

Our computer systems are made of humans and tools. Back when we were wearing animal skin and living in caves those tools were very very simple, and forced us to be creative.

Resulting in very rich set of outcomes. We used bones, rocks and sticks in new and unplanned ways. The ancient man had to be multipurposed and creative.

As we started going into factories, the purpose of the system was dictated to us. The assembly line forced us to never be creative, we had to be narrow and efficient. Both us and the tools were tuned to be single purposed.

With digital computers we were able to program our own tools. Suddenly digital tools were capable of all kind of new and impressive shapes and forms. And this is how the internet, facebook and myspace were all born. Industrially carrying efficiency for its sake, of incremental being.

Now with the age of algorithms we relinquish promise of creativity to the machine.


The issue is that in that process we ourselves became single purposed. The single purpose human is our biggest enemy. The cog in the machine, the compliant practitioner, the one who does not step outside the boundaries of our profession.

Machines are capable – and winning – in anything structured. If  what you do could be written in a set of instructions, then you can be sure that someone, somewhere is already trying to teach a machine to do it. And once they do, it would become better and better at it.
So then what we should do is to focus not on what we do, but why and how we do it. Making is free. You can imagine, no believe, that anything that you could put into a plan is doable.

The way we think, our schemes of asking questions are where the future of everything. We live in a world where machines are becoming incredibly capable, in very narrow domains. It is up for us to claim our multipurposeness back.

In a journey from 0 to a 100, step 0 is where its at. That moment, when you’re about to think about how to solve a problem, how to ask a question. That millisecond of finishing a thought is your biggest asset.


So when you’re sitting in your desk and thinking of being protocol–first, don’t.

Understand your agency, and practice it

Thank you, 
Nitzan Hermon ︎  ︎





Mark
We Help You Think, Plan and Work in an Ambiguous Future
Chelsea, New York, Contact ︎

Some of our other clients: