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Products Are People Too

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[The I Ching lines are revealed as I speak them, and are in the text below. They are taken from Learning to Flow with the Tao by Nori J. Muster.]

This is what I got.

My present is described by hexagram #34, on the left. It’s ‘Thunder Over Heaven.’ My future is hexagram #54, which is ‘Thunder Over Forest.’

It’s line 3 which is changing, so we only need to read that one. It’s line 3 because we count up from the bottom. Let’s see the third line of hexagram 34, to learn about my present.

It says: ‘The third line, yang, shows a ram butting its horns into a fence and becoming trapped. The less intelligent only entangle themselves with their own might. Witnessing such a demonstration, cultured people simply leave the scene to avoid becoming entangled.’

Sounds wise! Well, I’m avoiding becoming entangled by consulting the I Ching, so let’s examine the changing line of my future. What does the changing line tell me about the future? Can it give me guidance?

‘The third line, yin, shows one who hopes for unattainable riches. There is no gain in this, just as there is no blame.’


So it’s fruitless then.

I shouldn’t bother to struggle to a definition of ‘people’ in order to get product ideas.

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June 25, 2007

This presentation puts forward an approach to product design which emphasises experience and stories, and is called Products Are People Too. It was originally delivered in June 2007 as the closing keynote to reboot 9.0.