Business Design: A Misnomer


I just came from IDEO’s Tim Brown’s blog, Design Thinking, post on “A Curriculum for Business Design” and I can see his want to emphasize the need for design, but he misses the point.

I think the word “design” is becoming too much of a “to a hammer, every problem is a nail” conundrum. Every problem is not a design problem.  Business is very diverse.  What I would like to see is the following curriculum:

Business Science Inductive (Problems and Visions)
Business Science Deductive (Entrepreneurship and Leadership)
Business Design (Climates and Trends)
Business Engineering (Location and Movement)
Business Skill (Innovation and Professionalism)
Business Training (Imitation and Apprenticeship)
Business Education (Memorization and Theory)
Business Networking (Fraternity and Sorority)
Business Products (Culturing and Manufacturing)
Business Services (Sharing and Caring)
Business Marketing (Branding and Pricing)
Business Transactions (Closing and Accounting)

Design plays a part in solving every problem, but not every part of a problem is a design problem.

Let’s instill the diversity of business with design as part of the solution, not the only solution.

Oh, and if you call a problem an “issue”, that is another misnomer.  Problems are scientific and can be solved.  Issues are political and can never be solved.


The Brain: ZenUniverse 4.0


“Tao can Tao not Tao”

Lao Tzu

I have been looking at the Platonic Solids and thinking about how they correlate to the five senses. I thought about the left and right hemispheres of the brain and realized that each of the Platonic Solids should be truncated to represent the right hemisphere. Now I had ten solids to work with. I worked backward from this and recognized I had to create a separate left right pairing of each of the senses to represent the brain correctly five on the left and five on the right. I have to create pairs of senses, trios of senses, quartets of senses and a quintet of senses. This is because these are ways we learn. We learn most when our senses are learning as a quintet.  This is why complete immersion in the environment we are to learn about is so effective.

This is a major revision of all my previous work.  However, I feel it provides a much more robust sensory model.


“To every action there is an equal and opposite reaction.”

Isaac Newton

Isaac Newton’s legendary statement was the premise of my new design.  I saw there were five Platonic Solids and as a reaction they would produce the five Truncated Platonic Solids.  This would influence all the components of the Solids.



Radeons.  They are radical emissions.  These are based on the number of polytopes in the Platonic Solids.  These are your right  origins.



Ideons.  They are Ideal emissions which are temporal radical emissions.  These are based on the number of polytopes in Truncated Platonic Solids.  This is your left percetual spatial origin.



Audeons.  They are audal patterns.  These are based on the shape of the faces of the Platonic Solids.  This is your right temporal plane.



Mudeons.  They are musical patterns which are temporal audal patterns.  These are based on the shape of the Truncated Platonic Solid truncation faces.  These are your left temporal planes.



Nadeons.  They are nasal intensities.  These are based on the angles of the Platonic Solids faces.  These are your right parietal arcs.



Gudions. They are gustal intensities which are temporal nasal intensities.  These are based on the angles of the Truncated Platonic Solid truncation faces.  These are your left parietal arcs.



Mates are Tadeons.  They tactal points.  These are the number of intersectin edges for each Platonic Solid’s polytope.



ReMates are Bodeons.  They are Basal points which are temporal tactal points.  These are the number of intersecting edges for each Truncated Platonic Solid’s polytopes.



The pyramids contain the space of the radeons combined with the audeons.  Obtuse triangular pyramid, Right square pyramid, Right triangular pyramid, Right pentagonal pyramid, Acute triangular pyramid.


Imadeons.  They are imadical solids.  These are a cound of the number of faces on the Regular Solids.



Videons they are visical solids which are temporal imagical solids.  This is the the count of the number of truncation faces on the surface of the Truncated Platonic Solids.


Stateo Ateo Summary


  1. GREEN: EYE: OCCIPITAL LOBE: visual center of the brain
  2. YELLOW: EAR: TEMPORAL LOBE: sensory center of hearing in the brain.
  3. SKY: NOSE: BRAINSTEM: control of reflexes and such essential internal mechanisms as respiration and heartbeat.
  4. BLUE: TONGUE: PARIETAL LOBE: Complex sensory information from the body is processed in the parietal lobe, which also controls the ability to understand language.
  5. ORANGE: BODY: CEREBELLUM: regulation and coordination of complex voluntary muscular movement as well as the maintenance of posture and balance.
  6. RED: MIND: FRONTAL LOBE: control of skilled motor activity, including speech, mood and the ability to think.



Universe: History Rhymes


In a Forum interview by Michael Krasny of NPR with Futurist Paul Saffo brought to my attention in a blog by Tim Brown of IDEO, Paul quotes Mark Twain who said, “History does not repeat itself, but sometimes it rhymes.”

My work on the Czerepak Framework is an effort to look back as far as possible to find the rhymes of the history of systems and out of it has come the following:

Trivergent Thinking

Freedom and Fiat

Divergent Thinking

Future and Flow

Univergent Thinking

Function and Form

Convergent Thinking

Fruition and Fulfillment

I have adopted the above process for my company, Cognitary, Inc.,  and call it “Cognitary Stratus”.  It is both a methodology and, when extended to additional dimensions, a framework for designing a system.


My usage of the root “verto” with the prefixes “tri-“, “di-“, “uni-” and “con-” are intended to create new terms to deal with a four dimensional perspective (not three) of systems.  The eight sub-forms of thinking correspond to the eight interrogatives:

  1. Why: Freedom
  2. Who: Fiat
  3. When: Future
  4. Where: Flow
  5. How: Function
  6. What: Form
  7. How Much: Fruition
  8. How Many: Fulfillment

These rhymes and sub-rhymes are the stratus of all systems and all systems design.  Together they are the basis of Cognitary Stratus.


Universe: Interrogative Spaces


In my previous post I gave thought to Tim Brown of IDEO’s “design thinking”, Clayton Christensen’s “Innovator’s Dilemma”, Malcolm Gladwell’s “Tipping Point”, and Buckminster Fuller’s “Synergetics” concepts.  What emerged was the above Czerepak Framework.  My claim is this framework is fundamental to designing a system.

The thing that the above table shows is interaction within what I am now going to call the “Interrogative Spaces”: HowSpace, WhatSpace, WhySpace, WhoSpace, WhenSpace, WhereSpace, HowMuchSpace, HowManySpace.  Each ellipse I call a “vortice”.  The Interrogative Spaces are composed of one or more vortices.  The Framework above shows how Spaces are composed within the Interrogatives,  but what about interactions between the Interrogative Spaces?   A good example is speed or velocity.  Speed is the intersection of WhenSpace and WhereSpace:

v = r / t

Where v is velocity, r is radius and t is time.

If you are increasing Speed, which is acceleration, you have one dimension of WhereSpace and two dimensions of WhenSpace:

a = r / t’ * t”

Where a is acceleration, r is radius, t’ is the first clock and t” is the second clock.  You cannot measure acceleration with one clock. This uniqueness of every vortice applies to all the Interrogative Spaces and all inter-relationships between all of the Spaces.  .

Another way to look at the Interrogative Spaces is as sets and subsets.  The first row are the complete Space vortice sets.  The second row are the first Space vortice subsets.  The third row is the intersect between the row two and row three Space vortice subsets. And the fourth row are the intersects between the row two and row three and row four Space vortice subsets.

I do not believe that anything is constant.  Not the speed of light, not gravity, not cosmology.  Every intersection of dimensions creates a vortex in Universe and every one is unique.  We are simply unable to measure and manage the uniqueness of everything, therefore we make generalizations which create models that can always be falsified.