Footnotes

* * *
[^0]: In philosophical terms, axiology is metaphysics.

[^0-1]: Edwin Land as quoted in, *The Vindication of Edwin Land*, Forbes magazine, Vol. 139, p. 83 (May 4, 1987).

[^1]: You might even call it an Americana "middlebrow" bricolage that mixes up high-end philosophy and art with money and power.

[^1-1]: Such as the consensus forging described by John Rawls in, *A Theory of Justice*, Harvard University Press (1971).

[^2]: John Krafcik is now an executive at *Alphabet* (aka Google, whose automotive division is now spun off as *Waymo*) leading its autonomous car development; *See generally*, Jim Womack, *Deconstructing the Tower of Babel* (accessed Oct. 7, 2004 at www.lean.org).

[^2-1]: Antoine de Saint Exupéry, p. 60, Ch. III *L'Avion*, *Terre des Hommes* (1939). 

[^2-2]: *In re*, the different sort of thinking Lean requires, Natalie J. Sayer and Bruce Williams state, "Involving people is what has to be done if organizations are to be truly effective, but, like so many of the Lean Six Sigma principles, it requires different thinking if it's to happen," in *Lean For Dummies*, Kindle Loc. 669-670, Wiley (2008).

[^2-3]: *See*, Peter Godfrey-Smith, *Theory and Reality: An Introduction to the Philosophy of Science*, Kindle Loc. 1650, Chicago Press (2003) and Larry Laudan *Progress and its Problems: Toward a Theory of Scientific Growth*, Part III, Berkley Press (1977).

[^3]: The 2011 Compensation Data Manufacturing & Distribution results found 71.6 percent of companies currently use lean manufacturing practices, found at [http://www.compdatasurveys.com/2011/09/01/lean-practices-aid-manufacturers-in-recovery/](http://www.compdatasurveys.com/2011/09/01/lean-practices-aid-manufacturers-in-recovery/) (accessed Mar. 2, 2015).

[^3-2]: According to S. Shapiro in *Mathematics and Reality*, p. 525 (1983), "for nearly every field of study there is a branch of philosophy called the philosophy of that field... Since the main purpose of a given field of study is to contribute to knowledge, the philosophy of X is, at least in part, a branch of epistemology. Its purpose is to provide an account of the goals, methodology, and subject matter of X"; what I intend to do here by describing the philosophy of Lean and our ontology is reach an epistemology of knowing how to produce pure profit; *see also* David Deutsch, *The Beginning of Infinity: Explanations that Transform the World*, p. 324, Penguin Books (2011).

[^3-3]: David Deutsch, *The Beginning of Infinity*, p. 202, Penguin Books (2011).

[^4]: For an entertaining essay and some background on this perspective, see Mike Alder, *Newton's Flaming Laser Sword Or: Why Mathematicians and Scientists Don't like Philosophy but Do it Anyway*, Philosophy Now (May/June 2004) [http://philosophynow.org/issues/46/Newtons_Flaming_Laser_Sword](http://philosophynow.org/issues/46/Newtons_Flaming_Laser_Sword); in this way, the philosophy of Lean is in many ways synonymous with the Philosophy of Science primarily arising from the late European Renaissance as well.

[^4-1]: Sid Shah, *Surprise! There's More To The Future Of Marketing Than Just Big Data: Creativity matters*, readwrite.com (Dec. 23, 2015).

[^4-2]:  Lorcan Mannion and Ciarán Crosbie, *Pfizer Reinvents Lean in the Lab*, Pharmaceutical Manufacturing Magazine (May 04, 2011).

[^4-3]: Jeffrey Liker, *The Toyota Way: 14 Management Principles from the World's Greatest Manufacturer*, p. 2, McGraw-Hill Education (2003). 

[^5-1]: *See*, Alexander Osterwalder, *The Business Model Ontology: A Proposition in a Design Science Approach,* (Ph.D. Diss.) Universite De Lausanne, Ecole des Hautes Etudes Commerciales (2004).

[^5-1-1]: The U/People business model is why, beyond social justification, corporate diversity initiatives matter; companies cannot produce products and/or services that serve the broadest markets unless their corporate ontologies (i.e. the corpus of their employees) reflect the general population of intended consumers.

[^5-1-2]: Yuval Noah Harari, *Sapiens: A Brief History of Humankind*, p. 30, Harper (2014), where he writes, "In the US, the technical term for a limited liability company is a ‘corporation’, which is ironic, because the term derives from ‘corpus’ (‘ body’ in Latin)... Despite their having no real bodies, the American legal system treats corporations as legal persons, as if they were flesh-and-blood human beings."

[^5-1-3]: "Respect for people" in the philosophy of Lean is a form of the philosophy of "Personalism."

[^5-1-4]: When reading Leanism, you must keep in mind the critical distinction between geographic, magnetic and metaphorical true-norths or else you will get completely lost when seeking consumers' highest values.

[^5-2]: *See generally*, David Kord Murray, *Borrowing Brilliance: The Six Steps to Business Innovation by Building on the Ideas of Others,* Gotham (2009).

[^5-3]: Here I mean *Optimism* in both the classical sense of this being the best of all possible worlds given existing constraints, and in the anticipatory sense of estimating what could be better based on that which ought to be optimized and adjusting variables accordingly to changes future results; for background on classical philosophical optimism, *see*, Nicholas Rescher, *On Leibniz Expanded Edition,* University of Pittsburgh Press (July 2013); *Panglossian* of course refers to Dr. Pangloss in Voltaire's *Candide, ou l'Optimisme* (1759) who Voltaire used to misrepresent the misunderstood ideas of Leibniz; interestingly, in the inverse and despite Voltaire's mocking, optimism does in fact appear to be universal, *see*, MW Gallagher, SJ Lopez and SD Pressman, *Optimism is universal: exploring the presence and benefits of optimism in a representative sample of the world*, J Pers.; 81(5):429-40. doi: 10.1111/jopy.12026 (Apr. 12, 2013); *see also* David Deutsch, *The Beginning of Infinity*, p. 199 (2011).

[^6]: Much of this discussion in business ethics relates to how responsive a business ought to be to the fundamental needs of consumers and society at large. Fortunately in capitalism, by and large, business' must specifically serve consumers' needs in order to induce consumption and payment. Thus, with capitalism in place, the question then becomes one of business' obligation towards society at large, which is often more of a matter of long-term societal support for a business' or industry's operation.

[^7]: Such as Garrett Hardin's theory of the *Tragedy of the Commons,* pp. 1243-1248, Science #13, Vol. 162 no. 3859 DOI: 10.1126/science.162.3859.1243 (Dec. 1968).

[^7-1]: *See*, Thomas Kuhn, *The Structure of Scientific Revolutions*, University of Chicago Press (1962); for a direct example, consider how all of the hyperlinks referenced in this book will rot away over sufficiently long periods of time.

[^7-2]: See [http://www.bwater.com/uploads/filemanager/principles/bridgewater-associates-ray-dalio-principles.pdf](http://www.bwater.com/uploads/filemanager/principles/bridgewater-associates-ray-dalio-principles.pdf) (accessed May 6, 2015). 

[^8]: Jim Collins and Jerry I. Porras, *Built to Last: Successful Habits of Visionary Companies*, p. 67, HarperCollins (2011).

[^8-1]: Except at Google, which is famous for its employer paid for cafeterias.

[^9]: Margarita Tsoutsoura, *Corporate Social Responsibility and Financial Performance*, Berkley Haas School of Business (2004); Chin-Huang Lina, Ho-Li Yanga, Dian-Yan Liouc, *The impact of corporate social responsibility on financial performance: Evidence from business in Taiwan*, 56--63 Technology in Society 31 (2009); Michael A. Pirson, Paul R. Lawrence, *Humanism in Business -- Towards a Paradigm Shift?*, pp 553-565, Journal of Business Ethics, Volume 93, Issue 4 (Jun. 2010).

[^10]: Arthur D. Little, *The Business Case for Corporate Responsibility* (Dec. 2003).

[^11]: Jim Collins and Jerry I. Porras, "Built to Last," Kindle Loc. 1318-1319 (2011).

[^12]: *Ibid*, Kindle Loc. 65 (2011).

[^13]: Jeffrey Pfeffer and John F. Veiga, *Putting People First for Organizational Success*, The Academy of Management Executive (1993-2005), Vol. 13, No. 2, Themes: Technology, Rewards, and Commitment (May, 1999), pp. 37-48; *see also*, Pfeffer's earlier book, *The Human Equation: Building Profits by Putting People First*, Harvard Business Review Press; 1 edition (1998).

[^14]: *See generally*, Wayne F. Cascio and John W. Boudreau, *Investing in People: Financial Impact of Human Resource Initiatives*, 2nd Edition, Pearson FT Press (2008).

[^15]: Forbes,  *The Real Story Behind Apples Think Different Campaign* (Dec. 14, 2011).

[^15-1]: Kenneth O Stanley, Joel Lehman, *Why Greatness Cannot Be Planned: The Myth of the Objective*, p. 94, Springer International Publishing (2015). 

[^15-2]: *See e.g.*, Matthew Stewart, *The Management Myth*, The Atlantic (Jun. 2006).

[^16]: For example, in Value Stream 3 I discuss the implications of work such as J. Reiskamp, J.R. Busemeyer, and B.A. Mellers, *Extending the Bounds of Rationality: Evidence and Theories in Preferential Choice*, Journal of Economic Literature, 44(3), 631-661 (2006); and S. Pironio et al, *Random numbers certified by Bell's theorem*, Nature 464, 1021-1024 (15 April 2010) | doi:10.1038/nature09008 (Received 25 November 2009, Accepted 18 February 2010) *Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions*, Harper Perennial, 1 Exp Rev edition (Apr. 27, 2010).

[^16-1]: David Deutsch, *The Beginning of Infinity*, p. 10 (2011).

[^17]: Peter F. Drucker, *What We Can Learn from Japanese Management,* Harvard Business Review (Mar.-Apr. 1971).

[^17-1]: Jeffrey Leek, *First Lecture to the Data Science Track*, Johns Hopkins Bloomberg School of Public Health (March 15, 2015); the quote from Dan Meyer comes from his 2010 TEDx talk regarding making over the mathematics curriculum http://www.ted.com/talks/dan_meyer_math_curriculum_makeover (accessed Mar. 20, 2015). 

[^17-2]: Albert Einstein and Leopold Infield, *The Evolution of Physics: The Growth of Ideas From Early Concepts to Relativity and Quanta*, p. 92, Cambridge University Press (1938); fascinatingly, Einstein describes new scientific theories as 'incommensurable' with prior ones in 1949, more than a decade before Thomas Kuhn and Paul Feyerabend, *see*, E. Oberheim, *Rediscovering Einstein's legacy: How Einstein anticipates Kuhn and Feyerabend on the nature of science*, Stud. Hist. Philos. Sci. (2016).

[^17-3]: David Deutsch, *The Beginning of Infinity*, pp. 65 (2011), and where on p. 192 he notes, "if the question is interesting, then the problem is soluble."

[^18]: Jon Gertner, *The Idea Factory: Bell Labs and the Great Age of American Innovation*, p. ix, Penguin Books (2012); and the 70,000 member of the Institute of Managerial Accountants said recently that, "the first objection we commonly encounter on the topic of truth in managerial costing is consistently obtaining an absolutely truthful number in managerial costing is cost-prohibitive, if not impossible," in, *Conceptual Framework for Managerial Costing*, p. 82, Report of the IMA© Managerial Costing Conceptual Framework Task Force (2014).

[^19]: *See generally*, Hasso Plattner (Editor), Christoph Meinel (Editor), Larry Leifer (Editor), *Design Thinking: Understand - Improve - Apply (Understanding Innovation)*, 2011 Edition, Springer (December 13, 2010); and *see generally*, *An Introduction to Design Thinking: Process Guide*, Hasso-Plattner Institute of Design Thinking, Stanford University (retrieved Jan. 24, 2016).

[^20]: *See*, Eugene F. Fama, *Random Walks In Stock Market Prices*, Financial Analysts Journal 21 (5): 55--59. doi:10.2469/faj.v21.n5.55. (2008-03-21); much of this is due to widely-criticized equilibrium theories, and as Nick Gogerty said, "A cow that achieves equilibrium is called a steak, and the economy closest to achieving equilibrium today is probably North Korea circa 2013," in, *The Nature of Value: How to Invest in the Adaptive Economy*, Kindle Loc. 447-448, Columbia University Press (2014).

[^21]: Warren Berger, *A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas*, Bloomsbury (2014).

[^22]: For further discussion of problems understanding economics with pure data, *see generally*, the discussion of economics problems in Nate Silver, *Signal and the Noise: Why So Many Predictions Fail-but Some Don't*, Penguin Press HC, 1st edition (2012); see further Ron Miller, *Lies, Damn Lies And The Myth Of Following The Data*, techcrunch.com (Dec. 6, 2014).

[^22-1]: This includes most recently navigating consumer's rate of adoption of EV vehicles, while also noting, per David Deutsch, that all prophesy is inherently biased; see *The Beginning of Infinity*, p. 435 (2011).

[^23]: *See generally*, John R. Hauser and Don Clausing, *The House of Quality*, Harvard Business Review, The Magazine (1988); *see also* Kevin Meyer, *The Simple Leader: Personal and Professional Leadership at the Nexus of Lean and Zen*, Gemba Academy LLC (2016). 

[^26]: ©General Electric, Inc. (image retrieved Oct. 8, 2014); *see also*, Steve Garbrech, *Embracing Lean Manufacturing Fundamentals*, found at http://www.ge.com/digital/blog/embracing-lean-manufacturing-fundamentals (accessed Dec. 4, 2016).

[^27]: As James P. Womack, Daniel T. Jones said, "The critical starting point for lean thinking is value," in, *Lean Thinking: Banish Waste and Create Wealth in Your Corporation*, p. 16, Free Press (1996).

[^28]: *Ibid*, p. 19. 

[^29]: *Ibid*, p. 22.

[^30]: *Ibid*, p. 25. 

[^30-1]: See, Alex Osterwalder, Yves Pigneur, Gregory Bernarda, and Alan Smith, *Value Proposition Design: How to Create Products and Services Customers Want*, Wiley (2015), whose recommendations you will see reflected in Leanism simply in a more analytical fashion; the "Build-Measure-Learn" process is a popularization of Bayesian confidence building and some Popperian falsification.

[^30-1-1]: *Jidoka-Manufacturing high-quality products: Automation with a human touch*, at Toyota-Global.com/company/vision_philosophy/toyota_production_system/jidoka.html (last accessed Feb. 24, 2017).

[^30-1-2]: *Ibid*.

[^30-1-3]: Tadao Takahashi, EVP, *Globalization of NPW (Nissan Production Way): Introduction of Global Training Center*, Slide 3, Nissan Motor Co. (Nov. 19, 2006) (accessed at http://www.nissan-global.com/EN/DOCUMENT/PDF/IREVENT/PRESEN/2006/061205-1129PDF-e.pdf). 

[^30-2]: Each iteration is a hierarchy in Bayesian analysis, that simultaneously increases confidence in the result by falsifying possible alternative market solutions through an infinite process of elimination against shifting market conditions - that is the hard thing about hard things; *see*, particularly *Chapter 7* of Ben Horowitz, *The Hard Thing About Hard Things: Building a Business When There are No Easy Answers*, HarperBusiness (2014).

[^30-3]: This is in allusion to Steve Blank, *The Four Steps to the Epiphany*, K&S Ranch, 2nd edition (2013).

[^31]: *See generally*, the Stanford Encyclopædia of Philosophy's entry on, "Alfred North Whitehead."

[^32]: Arthur Oncken Lovejoy, *The Great Chain of Being*, op. cit. (ref 1), 24 and 326 (1933).

[^32-1]: Business as a para-science is at least on better ground than economics as a dismal science, as Thomas Carlyle famously noted.

[^33]: Jim Collins, *Good to Great: Why Some Companies Make the Leap...And Others Don't*, Kindle Loc. 233-235, HarperCollins (2001).

[^34]: Many good books have been under-written by billionaires, which touch upon their business philosophies. I most recommend Charlie Munger's, *Poor Charlie's Almanac*, Donning Company Publishers (2005); Ricardo Semler's, *The Seven-Day Weekend: Changing the Way Work Works*, Penguin Group (2003); and Michael Bloomberg's, *Bloomberg by Bloomberg*, Wiley (2009); some famous business people though go so far as to extend their pecuniary greatness into theological allusion, such as Andrew Carnegie and his, *Gospel of Wealth*.

[^34-1]: This "reflexivity" or "circularity"  is exemplified by Douglas Hofstadter’s theories of consciousness in *Gödel, Escher, Bach*, which significantly inspired the word-play this book.

[^34-2]: Carl Celian Icahn, *The Problem of Formulating an Adequate Explication of the Empiricist Criterion of Meaning*, Princeton University Senior Theses (1957) (found at http://arks.princeton.edu/ark:/88435/dsp015d86p129h).

[^35]: And yet, for even more well-known executives who either majored in undergraduate programs or completed graduate degrees in philosophy include Flickr.com and Slack.com founder Stewart Butterfield (B.A. and M.A. degrees in philosophy at University of Victoria and Cambridge), former Hewlett-Packard *CEO* Carly Fiorina (B.A., Stanford), FDIC Chair Sheila Blair (B.A., University of Kansas), Fannie Mae *CEO* Herbert Allison Jr. (B.A., Yale), Time Warner *CEO* Gerald Levin (B.A., Haverford), and PayPal co-founder, Peter Thiel (B.A., Stanford).

[^35-1]: Sam Roberts, *Michael Bloomberg on How to Succeed in Business*, New York Times (Feb. 1, 2017).

[^35-2]: *See*, Walter Isaacson, *Steve Jobs*, pp. 15, 34-36, 41, 48-50, 128, 262, 564, 570, Simon & Schuster (Oct. 24, 2011); Steve Jobs founded Apple, Inc. shortly after discovering Buddhism during a spiritual journey in India; according to Isaacson, during the peak of his career, Jobs met with and discussed Zen Buddhism every day with the Zen Master, Kōbun Chino Otogawa.

[^35-3]: *See generally*, http://www.bwater.com/uploads/filemanager/principles/bridgewater-associates-ray-dalio-principles.pdf (accessed May 6, 2015). 

[^35-4]: This association of the Apple Inc. logo with the story of Adam and Even in *Genesis* and the basic units of digital information as proposed by Claude Shannon, along with the stories of Sir Isaac Newton and Alan Turing, are unverified urban legend, but I find them uncanny and like referring to them for this purpose.

[^36]: I would like to note here with great humility that according to Daniel Dennet and Asbjørn Steglich-Petersen's *Philosophical Lexicon*, a *Benjamin* is a philosopher who is not yet a bachelard, and a bachelard is a philosopher who has not yet attained a master level; I am sure to be guilty of any one of the pronouns or verbs defined within the *Philosophical Lexicon*; as Wittgenstein also said, "The difficulty in philosophy is to say no more than we know," p. 45, *The Blue Book* (written between 1931-1935).

[^37]: *See generally*, Jim Collins and Jerry I. Porras, "Built to Last" (1994).

[^38]: *Ibid*.

[^38-1]: Internal Video of Steve Jobs speaking with employees at Apple's headquarters in Cupertino, California (Sep. 23, 1997).

[^39]: Aristotle, *Theaetetus* 155d; and, Aristotle, *Metaphysics*, 980-985, Book Alpha (both 4th Century B.C.E.).

[^39-1]: Marcus Aurelius, *The Meditations of Marcus arelius Antonius* (167 A.C.E.).  

[^40]: Alfred North Whitehead, *Science and the Modern World* (1925).

[^41]: Marcus arelius, *The Meditations of Marcus arelius Antonius*, Book Ten (167 A.C.E.).

[^42]: *Ibid*.

[^43]: *See e.g.*, Wilfrid Sellars, *Philosophy and the Scientific Image of Man, Frontiers of Science and Philosophy*, pp. 35–78, University of Pittsburgh Press (1962), who said, "The aim of philosophy, abstractly formulated, is to understand how things in the broadest possible sense of the term hang together in the broadest possible sense of the term"; and Rebecca Goldstein, *How Philosophy Makes Progress*, in *Chronicle of Higher Education* (Apr. 14, 2014), where she said, "And this is progress, progress in increasing our coherence, which is philosophy's special domain."

[^44]: The actual etymology of Truth does not support this, but I think it is a useful fiction for these purposes.

[^45]: Stephen Hawking and Leonard Mlodinow, *The Grand Design*, Bantam (2012); for further discussion, see Robert Pasnau, *Why Not Just Weigh the Fish?*, New York Times (Jun. 29, 2014); *see also*, in *A Brief History of Time* (1988), where Hawking wrote at p. 175, "Philosophers reduced the scope of their inquiries so much that Wittgenstein, the most famous philosopher of this century, said, 'The sole remaining task for philosophy is the analysis of language.' What a comedown from the great tradition of philosophy from Aristotle to Kant!" However, no known written record confirms Ludwig Wittgenstein as saying that.

[^45-1]: *Ibid*.

[^46]: From one perspective, this book may be viewed as an exercise in philosophical pragmatism, which means that it is not intended to be rigorously empirical in nature as a technical economic study would, but rather descriptive to provide the reader with a way to organize his or her thinking more accurately to produce better business results. Like Decision Theory itself, Leanism combines information from many different disciplines to provide a big picture perspective of reality that can be applied to individual decision making and action.

[^47]: Interview with Steve Jobs (1994) about the creation of the Apple Macintosh, *Did Steve Jobs steal from Xerox PARC?* http://www.mac-history.net/computer-history/2012-03-22/apple-and-xerox-parc (retrieved June 28, 2015).

[^48]: Gödel's Second Incompleteness Theorem naturally applies here; for false boundaries, *see*, David Deutsch, *The Beginning of Infinity*, p. 446 (2011).

[^49]: *See generally*, Karl Popper, *Objective Knowledge: An Evolutionary Approach*, Oxford: Clarendon Press (1972).

[^50]: *Cf*, Lee Smolin, *Time Reborn: From the crisis in physics to the future of the universe*, Mariner Books (2013).

[^51]: David Deutsch, *The Beginning of Infinity*, p. 265 (2011).

[^51-1]: *I.e.* you might find yourself in an *Ontologically Anthropocentric Sensory Immersive Simulation* (an *OASIS*) such as described by Ernest Cline in, *Ready Player One*, Random House (2011); David Deutsch, *The Beginning of Infinity*, p. 192 (2011); one of the proponents and popularizers of this simulation concept is Nick Bostrum, a philosopher in residence at the University of Oxford; *see*, Nick Bostrom, *Are You Living In a Computer Simulation?*, pp. 243-255, Vol. 53, No. 211, Philosophical Quarterly (2003); Bank of America/Merrill Lynch in an investor report on the future of reality, citing Nick Bostrom, wrote, "Many scientists, philosophers, and business leaders believe that there is a 20-50% probability that humans are already living in a computer-simulated virtual world... It is conceivable that with advancements in artificial intelligence, virtual reality, and computing power, members of future civilizations could have decided to run a simulation of their ancestors," as further noted by Myles Udland in, *Business Insider* (Sep. 8, 2016).

[^52]: *See*, Gary Gutting's interview with Michael Ruse in, *Does Evolution Explain Religious Beliefs*, The Stone, New York Times (Jul. 8, 2014).

[^52-1]: Geertz definition of religion is the most widely used to day in religious studies courses in the United States; this definition was first provided in, Clifford Geertz, *Religion as a Cultural System* loc. in, *The interpretation of cultures: selected essays*, pp. 87-125, Fontana Press (1993).

[^52-2]: *Ibid*, pp. 87-125.

[^53]: Sean Carroll, *From Eternity to Here: The Quest for the Ultimate Theory of Time*, Kindle Loc. 978, Penguin Group US (2009).

[^53-1]: *E.g. see* Jim Stengel's research found at, *Grow: How Ideals Power Growth and Profit at the World's Greatest Companies*, Crown Business (2011).

[^53-2]: David Deutsch, TEDx Brussels (2011).

[^54]: *E.g.*, *Hey Cynics, Hold That Cold Water: Why The Ice Bucket Challenge Worked*, Forbes (Aug. 15, 2014).

[^55]: *See generally*, Fred Gluck, *The Essence of Strategic Management, Synthesis, Capabilities and Overlooked Insights: Next Frontiers for Strategists*, McKinsey Quarterly (Sep. 2014).

[^56]: Accessed at the Smithsonian Institution's website, [http://americanhistory.si.edu/comphist/sj1.html](http://americanhistory.si.edu/comphist/sj1.html), (accessed on Feb. 2, 2015).

[^57]: Though fairly recent examples do exist, such as the incredible John von Neumann and Marilyn vos Savant; however see any list of recent prodigies with the highest IQs, none of whom dominate any single field of knowledge.

[^57-1]: Ahmed Alkhateeb, Corey S. Powell (Ed.), *Science has outgrown the human mind and its limited capacities*, aeon (Apr. 24, 2017).

[^57-2]: For further motivation, some good evidence exists from a study conducted by Guy Berger, Ph.D. at LinkedIn, Inc. demonstrating that thinking cross-departmentally greatly increases your chances of becoming CEO (found at https://www.linkedin.com/pulse/how-become-executive-guy-berger-ph-d-, with article co-authored by Link Gan and Alan Fritzler and published on linkedin.com on Sep. 9, 2016).

[^58]: *See e.g.*, Mark Schrope, *Medicine’s Hidden Roots in an Ancient Manuscript*, New York Times (Jun. 1, 2015); in a certain sense, much of the content of this book may be seen as, *old wine in a new a new bottle,* but it has been a robust vessel, and I think anybody would find something new here to at least consider it a *blend,* or an effective decanter for old ideas to pour into your value streams.

[^58-1]: Kenneth Stanley, Joel Lehman, *Why Greatness Cannot Be Planned: The Myth of the Objective*, p. 136, Springer International Publishing (2015). 

[^58-2]: *See e.g.*, "Geeks Venture Into Goldman Sachs' World of Big Deals and Egos," Reuters (Feb. 14, 2017).

[^58-3]: *See generally*, Danielle Ivory, Josh Williams, Ben Protess and Kitty Bennett, *This is Your Life, Brought to You by Private Equity*, New York Times (Aug. 1, 2016).

[^58-4]: In terms of the philosophy of science, making money can never be deterministic.

[^59]: Douglas Hofstadter, *Surfaces & Essences*, p. 485 (2013).

[^59-1]: *See generally*, Peter Thiel, *Zero to One: Notes on Startups, or How to Build the Future,* Crown Business, 1st edition (2014).

[^59-2]: Which may be considered both a Hegelian, Heideggerian and Sartian thesis of being, and the anti-thesis of nothingness. 

[^59-3]: David Deutsch, *The Beginning of Infinity*, p. 114 (2011).

[^59-4]: IQs appear to now be decreasing; *see e.g.*,  Bernt Bratsberg and Ole Rogeberg, *Flynn effect and its reversal are both environmentally caused*, Proceedings of the National Academy of Sciences Jun 2018, 115 (26) 6674-6678; DOI: 10.1073/pnas.1718793115; I speculate that is due to the reduced emphasis on the humanities in education, but I do not believe any evidence exists for this conjecture.

[^60]: Carol Dweck, *Mindset: The New Psychology of Success*, Random House (2006).

[^61]: See James Flynn discuss the Flynn effect at, James Flynn, *Why our IQ levels are higher than our grandparents", TED2013 (Mar. 2013).

[^61-1-1]: Such as those proposed by Alan Hájek in, *Philosophy tool kit: with heuristics anybody can think like a philosopher*, aeon (Apr. 3, 2017).

[^61-1]: As Wittgenstein said, "My difficulty is only an — enormous — difficulty of expression," at p. 40 in, *Wittgenstein's Personal Journal* (May 8, 1915), and further at p. 48 of the same text, "Language is a part of our organism and no less complicated than it."

[^61-2]: Since people generally loath both philosophy and poetry, you dear reader are very ardent indeed; people do like making money though, which may draw some fellows to the flame. 

[^62]: *See e.g.*, Gallup, Inc. where they discuss their own selection process, which they also sell as a service to other corporations, at [http://www.gallup.com/careers/108163/selection-process.aspx](http://www.gallup.com/careers/108163/selection-process.aspx) (last accessed on Dec. 4, 2016).

[^62-1]: As Wittgenstein said, "The limit of my language is the limit of my world" ("Die Grenzen meiner Sprache bedeuten die Grenzen meiner Welt"), (5.6) *Tractatus Logico-Philosophicus* (1922); and further, "There are things that cannot be said with words. They manifest themselves instead as the mystical." ("Es gibt allerdings Unaussprechliches. Dies zeigt sich, es ist das Mystische."), (6.522) *Tractatus Logico-Philosophicus* (1922).

[^63]: This line of *Lean Thinking* owes tremendous debt to ordinary language philosophers such as Ludwig Wittgenstein and his, *Tractatus Logico-Philosophicus* (1921) as noted from his quote below.

[^64]: Factory floor.

[^65-1]: Fond on IBM.com, *A Business and Its Beliefs*, for its *IBM at 100* campaign [http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/bizbeliefs/](http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/bizbeliefs/)) (accessed on Nov. 5, 2015).

[^65-2]: *Ibid*.

[^65-3]: Besides *Lean,* other similar business ideologies have originated out of the East, such as *Jugaad* in Hindi cultures, *see*, Navi Radjou, Jaideep Prabhu, Simone Ahuja, *Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth*,  Jossey-Bass; 1 edition (Apr. 1, 2012);  and in the Latin-American South, such as the open-book, bottom-up management implemented by Ricardo Semler at Semco of Brazil, *see*, Recardo Semler, *Maverick: The Success Story Behind the World's Most Unusual Workplace*, Grand Central Publishing; Reprint edition (Apr. 1, 1995).

[^66]: John Krafcik, *Triumph of the Lean Production System*, pp. 41-- 52, Sloan Management Review 30 (1), (Fall 1988).

[^68]: *Toyota Production System and what it means for business*, Toyota Material Handling Europe, Toyota (2010); Samuel Obara and Darril Wilburn, *Toyota by Toyota: Reflections from the Inside Leaders on the Techniques That Revolutionized the Industry*, CRC Press (2012).

[^69]: Slide from AME 2002 conference, Hajime Ohba, Cindy Kuhlman-Voss, Leadership and the Toyota Production System, TSSC, Inc.

[^69-1]: *See*, Tim Cook speak this at Apple Inc.'s 2016 Worldwide Developers' Conference https://www.youtube.com/watch?v=n5jXg_NNiCA (accessed last on Dec. 4 2016).

[^71]: See also, *The Four Rules for TPS* described by Steven Spear and H. Kent Bowen, *Decoding the DNA of the Toyota Production System*, Harvard Business Review (2006), which may be collapsed under items (3) *waste* and (4) *scientific improvement.*

[^72]: Edith Penrose was one of the first to accurately delineate the boundary between internal, administrative nature of an organization and the free market through which natural demand emerges in her book, *The Theory of the Growth of the Firm*, New York, John Wiley and Sons (1959). This allows us to alternatively call it the, "Penrose Pay Wall," which we will later connect to the, "Penrose Triangle" as you will see.

[^73]: Herbert A. Simon, *Administrative Behavior, 4th Edition: A Study of Decision-making Processes in Administrative Organisations*, p. 22, Free Press (2013 (originally published in 1947)). 

[^73-1]: *See generally*, Amitai Etzioni, *Crossing the Rubicon: Including Preference Formation in Theories of Choice Behavior*, George Washington University, pp. 65–79, Challenge, vol. 57, no. 2 (Mar./Apr. 2014).

[^74]: John A. Byrne and Lindsey Gerdes, *The Man Who Invented Management*, Businessweek (Nov. 27, 2005).

[^75]: Peter Drucker, *The Practice of Management*, pp. 39-40, HarperCollins (1954).

[^76]: This unfinished work by Michelangelo, *The Awakening Slave*, is a 2.67m high marble statue dated to 1525-30 CE. This work is part of the *Prisoners,* the series of unfinished sculptures for the tomb of Pope Julius II that is now held in the Galleria dell'Accademia in Florence.

[^77]: Peter F. Drucker, *The Practice of Management*, p. 40, HarperCollins (1954).

[^79]: August Rodin (French, 1840--1917), *The Thinker*, ca. 1880, cast ca. 1904, Bronze. Height: 6ft. 6in., Signed: A Rodin; stamped: Alexis Rudier / Fondeur. Paris., Gift of Alma de Bretteville Spreckels, 1924.18.1.

[^79-1]: Walter Andrew Shewhart, *Statistical Method from the Viewpoint of Quality Control*, New York: Dover (1939).

[^79-2]: Ronald Moen, *Foundation and History of the PDCA Cycle*, Associates in Process Improvement-Detroit (date unknown); for deeper insight into the connection of Deming's work and its relation to Leanism, I recommend studying the, *Deming System of Profound Knowledge* (*SoPK*) produced by the W. Edwards Deming Institute.

[^80]: Steve Blank, *The Four Steps to the Epiphany*, K&S Ranch, 2nd edition (2013).

[^81]: Eric Ries, *The Lean Startup, How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses*, Crown Business, First Edition edition (2011).

[^81-1]: This depiction of God and his angels, particularly when you see the image in full, has been interpreted as a subversive depiction of the human brain, *see*, Frank Lynn Meshberger, MD, *An Interpretation of Michelangelo's Creation of Adam Based on Neuroanatomy*, Journal of the American Medical Association, Vol. 264, No. 14 (Oct. 10, 1990); notably, Steve Blank cropped the image to just show the *cerebral cortex*.

[^81-2]: This point was further emphasized by the American pragmatists, such as William James, Charles Pierce and John Dewey. Notably, Pierce and James formed their "Metaphysical Club" in 1872 to study this problem related to consumer insight; *see for background*, Louis Menand, *The Metaphysical Club: A Story of Ideas in America*, Farrar, Straus and Giroux (2001).

[^81-3]: For some criticism of relying too much on *The Lean Startup* methodologies alone, *see*, Tomer Sharon, *Validating Product Ideas Through Lean User Research*, p. 75, Rosenfeld Media (2016), in regards to how it might lead you to miss true-north value by not abstracting to unobservable problems enough up front in the open problem space.

[^81-4]: At least within the *Philosophy of Science*.

[^81-5]: Eric Ries, *The Lean Startup*, p. 107 (2011).

[^82]: For a thorough definition of *Kata*, *see*, Mike Rother, *Toyota Kata: Managing People for Improvement, Adaptiveness and Superior Results: Managing People for Improvement, Adaptiveness and Superior Results*, p. 15, McGraw-Hill Education (2009); *Competitive Advantage* being a term introduced by Michael Porter in his same-named book, *Competitive Advantage: Creating and Sustaining Superior Performance* (1985); I intend the term competitive advantage in this book to include all current notions of evolutionary game theory and its applications as proposed by others.

[^82-1]: *See*, the entry for *Kata* in the, *Lean Lexicon: A Graphical Glossary for Lean Thinkers*, 5th Ed., Lean Enterprise Institute, Inc. (2006).

[^83]: Charles Sanders Pierce, the principle inventor and proponent of the term, believed it to be a form of inference and guessing; *see*, *Collected Papers of Charles S. Peirce*, Vol. 7, p. 219, Charles Hartshorne, Paul Weiss, and Arthur W. Burks (eds.) Cambridge, MA: Harvard University Press (1901); Charles S. Peirce, *The New Elements of Mathematics*, Vol. 4, 319-320, Carolyn Eisele (ed.). The Hague: Mouton Publishers, (c. 1906). 

[^83-1]: David Deutsch, *The Beginning of Infinity*, p. 16 (2011).

[^84]: *See e.g.*, Simon Sinek, *Start with Why: How Great Leaders Inspire Everyone to Take Action*, Portfolio (Oct. 29, 2009).

[^84-1]: Is it any wonder that this building is adjacent to, "Evil Corp," as seen in Sam Esmail's, *Mr. Robot* (2015)?

[^84-2]: Ipsita Priyadarshini, *Code of Shu-Ha-Ri in Lean - Agile Adoption*, VisionTemenos.com/blog/ (Apr 19, 2016).

[^84-3]: *E.g. see*, Greg Cohen, *Lean Product Mangement*, 280 Group (Jun 2017).

[^84-4]: Deductively legalizing value happens through the legislative process. For example, consider the movement to legalize, sell and tax cannabis/marijuana in the U.S.A., and pharmaceutical companies' lobbying to sell other drugs without prescription. The demand for these drugs is certain; only the legality of delivery is in question.

[^84-5]: Hiroshi Ichikawa, NPW Promotion Dep., *NPW Global Deployment & HR Development: 7 Secrets of Nissan Manufacturing Innovation*, Slide 12, Nissan Motor Co. Ltd (Nov. 19, 2007).

[^85]: For another form of this analysis, *see e.g.*, Barbara Minto, *The Minto Pyramid Principle: Logic in Writing, Thinking, & Problem Solving*, Minto Intl, Expanded edition (1996).

[^86]: Sam Grobart, *Apple Chiefs Discuss Strategy, Market Share---and the New iPhones*, Bloomberg Businessweek (Sep. 19, 2013).

[^86-1]: *See e.g.* Nelson Goodman, *Fact, Fiction, and Forecast*, IV(4) *Presumptive Projectability*, Harvard University Press (1955), regarding aligning your necessarily assumed, inferred or induced abstractions in order to hypothetically deduce and market test consumers' truest values.

[^87]: As best explained by Thomas Kuhn in, *Structure* (1962); this relates to every customer-centric business framework that has ever been presented. Simply search for *customer focus business revolution* online at any point in time to learn more.

[^88]: the Oxford English Dictionary, Entry 164970 (accessed on Apr. 4, 2014).

[^89]: This is a bit inspired by Modig, Niklas; Åhlström, Pär, *This is Lean: Resolving the Efficiency Paradox*, Kindle Loc. 1059, Rheologica Publishing (2014).

[^90]: David Packard, speech given to HP's training group on 8 March 1960, courtesy of Hewlett-Packard Company archives; Jim Collins and Jerry I. Porras, p. 56, "Built to Last" (2011).

[^92]: Jim Collins and Jerry I. Porras, "Built to Last," p. 62 (2011).

[^92-1]: *Ibid*.

[^92-1-1]: *See generally*, Hirotaka Takeuchi, Emi Osono, Norihiko Shimizu, *The Contradictions That Drive Toyota’s Success*, Harvard Business Review (Jun. 2008).

[^92-2]: Natalie Wolchover, *Mathematicians Bridge Finite-Infinite Divide*, Quanta Magazine (May 24, 2016).

[^92-3]: Michael Porter, *Competitive Advantage: Creating and Sustaining Superior Performance*, Free Press (1985).

[^93]: *See generally*, Michael Porter, *Competitive Advantage* (1985).

[^94]: *Ibid*.

[^95]: For further background, *see*, Nick Gogerty, *The Nature of Value*, Kindle Loc. 611-612 (2014); Eric D. Schneider, Dorion Sagan, *Into the Cool: Energy Flow, Thermodynamics, and Life*, p. 60, University Of Chicago Press (2006); and A.J. Lotka, *Contribution to the Energetics of Evolution*, Proceedings of the National Academy of Sciences, 8: 147--151 (1922); and originally Boltzmann in 1886.

[^96]: This being a combination of Edith Penrose's work and Michael Porter's Generic Value Chain.

[^97]: Jim Collins and Jerry I. Porras, "Built to Last," p. 58 (2011).

[^97-1]: M. Imai, *Gemba Kaizen: A Commonsense Low-Cost Approach to Management,* McGraw-Hill (1997).

[^105]: Peter F. Drucker, *The Practice of Management*, p. 34, HarperCollins (2010).

[^106]: As will be seen later, this point of purchase may also be analogized to a Penrose Triangle, a purely hypothetical shape popularized by Lionel and Roger Penrose, due to the fact that people's demand has both tautological as well as non-tautological characteristics.

[^107]: *See e.g.*, Kenneth Thomas, *Intrinsic Motivation at Work: What Really Drives Employee Engagement*, Berrett-Koehler Publishers, Second Edition edition (2009).

[^108]: The above fully recognizes that some goods and services may be considered anti-social, such as addictive products, but they act as exceptions to the general principle.

[^109]: Read most any marketing book for this point, but as a suggestion, Philip Kotler, *Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know*, Wiley (2003).

[^110]: W. Chan Kim, Renee Mauborgne, *Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant*, Harvard Business Review Press; 1 edition (Feb. 3, 2005).

[^110-1]: *I.e.* product perfectly matches up with the formal use of money, per Yuval Noah Harari, "Money is thus a universal medium of exchange that enables people to convert almost everything into almost anything else," in, *Sapiens*, p. 179 (2014).

[^110-2]: product is the name of an ancient city in central Greece (37°51′N, 21°59′E) whose boundary and perimeter wall was triangle-shaped with a natural spring located north-east of it.

[^110-6]: Specifically, we wish to avoid the *naturalistic fallacy* described in Moore, G.E. Principia Ethica § 10 to the extent that just because we think something is good does not automatically make it so; see also Arthur N. Prior, *Chapter 1 of Logic And The Basis Of Ethics*, Oxford University Press (1949).

[^110-7]: *I.e.* *Instrumental Rationality.*

[^110-8]: *I.e.* *Epistemic Rationality.*

[^110-9]: For some background on the context of customers' intentional ignorance and irrationality, *see*, Brian Caplan, *Rational Ignorance versus Rational Irrationality*, KYKLOS, Vol. 54-2001-Fasc. 1, 3-26.

[^110-10]: *See e.g.*, Tad Crawford, *The Secret Life of Money: How Money Can Be Food for the Soul*, Allworth Press (1994).

[^110-11]: The normative-real value distinction thus follows Kant's noumenon-phenomenon terminology in that normative value adheres to what objectively exists without sense perception, while phenomenon relate to what consumers actually experience.

[^111]: Such as *Heuristics* (Kahnman), *Ockman's Razor*, Principle of Sufficient Reason (Leibniz), *Cosomological argument*, *causa sui*, *a priori*, and why there is something rather than nothing [i.e. *teleological* (Leibniz) versus *ontological* (Anselm) arguments].

[^111-1]: *See generally*, Karl Popper, *The Open Universe: An Argument for Indeterminism*, W.W. Bartley III (ed.) (1982).

[^112]: Yes, this is Hume's *Is-Ought* problem; *see*, the Stanford Encyclopædia of Philosophy entry on, "Hume's Moral Philosophy" (Rev. Aug. 27, 2010).

[^113]: *See e.g.*, C. Saleh, F. H. Astuti, M. R. A. Purnomo and B. M. Deros, *Fuzzy identification of value stream analysis tools in lean manufacturing*, pp. 74-77, 2012 2nd International Conference on Uncertainty Reasoning and Knowledge Engineering, Jalarta (2012).

[^113-1]: For another listing of the Lean lexicon that does not include those terms added by Leanism, please see, *Lean Lexicon: A Graphical Glossary for Lean Thinkers*, 5th Ed., Lean Enterprise Institute, Inc. (2006).

[^113-5]: This IDEO concept naturally owes its inspiration and thanks to the world-famous innovation and design consultancy *IDEO* at www.ideo.com.

[^114]: Economists generally make a distinction here between *Normative Economics* or what is economically valuable without other structural constraint, and *Positive Economics,* or what is in fact deemed value in the context of real life; Nick Gogerty framed this notion as the "Nature of Value" perspective in, *The Nature of Value: How to Invest in the Adaptive Economy*, Kindle Loc. 212, Columbia Business School Publishing (2014).

[^115]: Madhavan Ramanujam, Georg Tacke, *Monetizing Innovation: How Smart Companies Design the Product Around the Price*, Loc. 407, Wiley (2016). 

[^115-1]: *Conceptual Framework for Managerial Costing*, Report of the IMA© Managerial Costing Conceptual Framework Task Force, loc. at [http://www.imanet.org/PDFs/Public/Research/MCCF_2014.pdf](http://www.imanet.org/PDFs/Public/Research/MCCF_2014.pdf) (accessed on Dec. 20, 2014).

[^116]: This is (to sociologists) an allusion to Claude Lévi-Strauss and his identification of the *Trickster* persona mediating between life and death.

[^117]: This notion is inspired by Jan Carlzon, *Moments of Truth,* HarperBusiness (1987).

[^119]: [www.xe.com](http://www.xe.com) (retrieved Sep. 2, 2014).

[^120]: John Locke, *Some Considerations of the Consequences of the Lowering of Interest and the Raising the Value of Money* (1691); John Locke, *Further Considerations Concerning Raising the Value of Money* (1697), wherein Mr. Lowndes's Arguments for it in his late *Report Concerning An Essay for the Amendment of Silver Coins*, are particularly examined; William Lowndes, *Report Containing an Essay for the Amendment of the Silver Coins* (1695); see also, J.R. McCulloch, *Classical Writings on Economics. Volume II. A Select Collection of Scarce and Valuable Tracts on Money*, Pickering and Chatto, London (1995).

[^121]: *See again*, John Locke, *Some Considerations...* (1691); and also John Maynard Keynes, *1. The Classification of Money* in *A Treatise on Money*, New York, Harcourt, Brace and company (1930).

[^121-1]: "Currency (n.) 1650s, 'condition of flowing,' from Latin currens, present participle of currere 'to run' (see current (adj.))"; in 1699 John Locke added a sense of flow to the circulation of money; the word "money" comes from the Roman god "Juno Moneta," in whose temple coins were minted; Online Etymology Dictionary (2015) http://www.etymonline.com/ (accessed Mar. 12, 2015).

[^123]: In 1776, Adam Smith wrote, *An Inquiry into the Nature and Causes of the Wealth of Nations*, wherein he discusses the concepts of value in use and value in exchange, and notices how they tend to differ: "What are the rules which men naturally observe in exchanging them [goods] for money or for one another, I shall now proceed to examine. These rules determine what may be called the relative or exchangeable value of goods. The word VALUE, it is to be observed, has two different meanings, and sometimes expresses the utility of some particular object, and sometimes the power of purchasing other goods which the possession of that object conveys. The one may be called 'value in use;' the other, 'value in exchange.' The things which have the greatest value in use have frequently little or no value in exchange; on the contrary, those which have the greatest value in exchange have frequently little or no value in use. Nothing is more useful than water: but it will purchase scarcely anything; scarcely anything can be had in exchange for it. A diamond, on the contrary, has scarcely any use-value; but a very great quantity of other goods may frequently be had in exchange for it."

[^124]: *Ibid.*

[^124-1]: Technically, price elasticity of demand is a measure used in economics to show the responsiveness, or elasticity, of the quantity demanded of a product or service to a change in its price, *ceteris paribus*.

[^125]: The paradox of water and diamonds may be found in, *Adam Smith: An Inquiry into the Nature and Causes of the Wealth of Nations, Chapter IV. Of the Origin and Use of Money*, (1776); *see also* Scott Gordon, *The Scottish Enlightenment of the eighteenth century, History and Philosophy of Social Science: An Introduction*, Routledge (1991).

[^126]: Alludes to Hilary Putnam's 1973 "Twin Earth" thought experiment in his paper, *Meaning and Reference,* in, *Philosophical Papers, Vol. 2: Mind, Language and Reality*, Cambridge University Press (1973).

[^126-1]: The finches of Galapogos Islands are also known as *Darwin's Finches* in reference to his notation of such birds in, Charles Darwin, *Journal of Researchers into the Natural History and Geology of the countries visited during the voyage round the world of H.M.S. Beagle*, revised edition, p. 403-420, Henry Colburn (1845).

[^127]: [http://www.christies.com/features/2010-october-andy-warhol-campbells-soup-can-tomato-1022-1.aspx](http://www.christies.com/features/2010-october-andy-warhol-campbells-soup-can-tomato-1022-1.aspx) (accessed Jun. 2, 2011).

[^128]: *E.g.* for the genesis of this line of thinking, *see*, *How Vienna produced ideas that shaped the West*, The Economist (Dec. 24th, 2016).

[^129]: *Digital Currencies: The BitCoin Debate*, BusinessInsider.com (Dec. 2013).

[^130]: Thomas Piketty, *Capital in the Twenty-First Century*, p. 105, Harvard University Press (2014).

[^131]: *Ibid*, p. 47.

[^132]: Denis Dutton, *The Art Instinct: Beauty, Pleasure, and Human Evolution* (2009); *see also* Denis Dutton, *A Darwinian Theory of Beauty*, TED Talks (Feb 2010); and Yuval Noah Harari, *Sapiens*, p. 173 (2014).

[^133]: *See*, Jesse McKinley, *With Farm Robotics, the Cows Decide When It's Milking Time*, New York Times (Apr. 22, 2014).

[^134]: Keynes, *General Theory*, p. 36.

[^135]: Such as how philosophers like Jeremy Bentham described value as utility and how economists model utility through indifference curves. As a wise man once tautologically said, all utility models are wrong, but some are useful.

[^136]: As per the economic concept first introduced by Paul Samuelson through *revealed preference substitution* in P. Samuelson, *A Note on the Pure Theory of Consumers' Behaviour*, Economica 5 (17): 61--71. JSTOR 2548836 (1938); *see also*, Stanley Wong, *Foundations of Paul Samuelson's Revealed Preference Theory: A Study by the Method of Rational Reconstruction*, Routledge (1978).

[^137]: Lansana Keita, *Revealed Preference Theory, Rationality, and Neoclassical Economics: Science or Ideology, Africa Development*, pp. 73 - 116, Vol. XXXVII, No. 4 (2012).

[^138]: Hal R. Varian, *Samuelsonian Economics and the 21st Century: Revealed Preference*, Oxford University Press (Jan. 2005, Rev. Sep. 20, 2006).

[^139]: Christopher P. Chambers, Federico Echenique, and Eran Shmaya, *General Revealed Preference Theory, Theoretical Economics (2016); Don Ross, *Game Theory*, The Stanford Encyclopædia of Philosophy, Edward N. Zalta (ed.) (Winter 2012 Edition).

[^140]: Nate Silver, *The Signal and the Noise: Why So Many Predictions Fail-but Some Don't*, Kindle Loc. 604-605, Penguin Group US (2012), *see*, note 63, *Survey of Professional Forecasters* (November 2007); *See also* table 5, in which the economists give a probabilistic forecast range for gross domestic product growth during 2008. The chance of a decline in GDP of 2 percent or more is listed at 0.22 percent, or about 1 chance in 500. In fact, GDP declined by 3.3 percent in 2008, found at http://www.phil.frb.org/research-and-data/real-time-center/survey-of-professional-forecasters/2007/spfq407.pdf; *see also* J. Bradford DeLong, *Estimating World GDP, One Million B.C.---Present*, Berkeley, CA, University of California Press, (1988) at http:// econ161. berkeley.edu/ TCEH/ 1998_Draft/ World_GDP/ Estimating_World_GDP.html (accessed Jun. 14, 2016).

[^140-1]: *See e.g.* regarding the problem of even using GDP as an accurate guage of economic activity at all in the writing of the current *World Bank* president, Paul Romer, *The Trouble with Macroeconomics*, Forthcoming in The American Economist (Jan. 5, 2016).
 
[^141]: Amartya Sen, *On Ethics and Economics*, New York, NY, Basil Blackwell (1987); *e.g.* John Lanchester, *The Major Blind Spots in Macroeconomics*, New York Times (Feb. 7, 2017).

[^142]: *See again*, Lansana Keita, *Revealed Preference Theory...*, pp. 73 -- 116 (2012).

[^143]: *See generally*, Dan Ariely, *Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions*, HarperCollins (2009).

[^144]: *See*, Amos Tversky and Daniel Kahneman, *Judgment Under Uncertainty Heuristics and Biases*, pp. 1124-- 31, Science 185 (1974); Daniel Kahneman, *Thinking, Fast and Slow*, Farrar, Straus and Giroux (2011).

[^145]: *See*, Daniel Kahneman and Amos Tversky, *Prospect Theory: An Analysis of Decision under Risk*, Econometrica, Vol. 47, No. 2, pp. 263-292, The Econometric Society (March 1979) DOI: 10.2307/1914185 [http://www.jstor.org/stable/1914185](http://www.jstor.org/stable/1914185); for the intellectual precursors to Prospect Theory, *see generally*, Milton Friedman and Leonard J. Savage, *Utility Analysis of Choices Involving Risk* (1948) and Harry Markowitz, *The Utility of Wealth* (1952).

[^146]: *See also*, Game Theory and John Von Neumann and John Nash *minimax theory* or *Nash Equilibrium* where players find a strategy where each minimizes their own maximum losses discussed in *Value Stream 4: Lives*. Von Neumann proved that equilibrium is only possible in an expanding economy; otherwise, in a static economy or zero sum game, all players will constantly jockey for gain.

[^146-1]: *E.g.* *see*,fs Paul Feyeraband, *Against Method: Outline of an Anarchist Theory of Knowledge*, Verso Books (1975) wherein Paul said on p. 27, "... there is only one principle that can be defended under all circumstances and in all stages of human development. It is the principle: anything goes," to which he said on p. 32, "... The best way to show this is to demonstrate the limits and even the irrationality of some rules which she, or he, is likely to regard as basic."

[^147]: Susan C. Edwards and Stephen C. Pratt, *Rationality in Collective Decision-Making by Ant Colonies*, Proc. R. Soc. B (Jul. 22, 2009); Balaji Prabhakar, Katherine N. Dektar, Deborah M. Gordon, DOI: 10.1371/journal.pcbi.1002670, *The Regulation of Ant Colony Foraging Activity without Spatial Information* (Aug. 23, 2012); Deborah M. Gordon, *The Rewards of Restraint in the Collective Regulation of Foraging by Harvester Ant Colonies*, 498, 91--93, doi:10.1038/nature12137, Nature (May 15, 2013).

[^148]: James C. Spall, *Introduction to Stochastic Search and Optimization: Estimation, Simulation, and Control*, Wiley Press (2003).

[^149]: This optimization may be compared to the notion of *satisficing* as described by Herbert A. Simon in, *A Behavioral Model of Rational Choice*, pp, 99--118, Quarterly Journal of Economics 69 (Feb. 1955); Reiskamp J., J. R. Busemeyer, and B.A. Mellers (2006), *Extending the Bounds of Rationality: Evidence and Theories in Preferential Choice*, Journal of Economic Literature, 44(3), 631-661; and S. Pironio et al, *Random Numbers Certified by Bell's Theorem*, Nature 464, 1021-1024 (15 April 2010) | doi:10.1038/nature09008 (Received 25 November 2009, Accepted Feb. 18, 2010).

[^150]: *See e.g.*, Xiaomin Zhong and Eugene Santos Jr., *Probabilistic Reasoning Through Genetic Algorithms and Reinforcement Learning*, Department of Computer Science and Engineering, University of Connecticut (1999); Pierre-Andre´ Noe¨l, Charles D. Brummitt, and Raissa M. D'Souza, *Controlling Self-Organizing Dynamics on Networks Using Models that Self-Organize*; Quanta Magazine, *Toward a Theory of Self-Organized Criticality in the Brain*, Simons Foundation (Apr. 43, 2014).

[^151]: Andrew Sheng and Xiao Geng, *Micro, Macro, Meso, and Meta Economics*, Project Syndicate (October 9, 2012).

[^152]: *See e.g.*, Journal of Evolutionary Economics, ISSN: 1432-1386.

[^153]: *See*, Kurt Dopfer, University of St. Gallen - SEPS: Economics and Political Sciences, John Foster, University of Queensland - School of Economics, Jason Potts, University of Queensland - School of Economics, *Micro-Meso-Macro*, Journal of Evolutionary Economics, (May 17, 2005).

[^154]: Such as the challenge economists have in predicting the GDP and labor market statistics every quarter, as discussed by J. Bradford DeLong, *Estimating World GDP, One Million B.C.---Present*, Berkeley, CA: University of California Press, (1988).

[^155]: *See generally*, Gregory C. Chow, *Usefulness of Adaptive and Rational Expectations in Economics*, Princeton University, CEPS Working Paper No. 221 (September 2011).

[^156]: These concepts touch on marginal value theory along with the labor theory of value.

[^157]: *Lean Lexicon*, 5th Edition, by Lean Enterprise Institute, Inc. (2014).

[^158]: These notions align with current, quantum information theory and increasing quantum entanglement through equalibralization of the universe into a stable state; for references to the scientific background, see Natalie Wolchover, *Time's Arrow Traced to Quantum Source*, Quanta Magazine (Apr. 16, 2014); Artur S.L. Malabarba, Luis Pedro García-Pintos, Noah Linden, Terence C. Farrelly, Anthony J. Short, *Quantum Systems Equilibrate Rapidly for Most Observables*, arXiv:1402.1093 [quant-ph] http://arxiv.org/abs/1402.1093 (Submitted on Feb. 5, 2014); Anthony J Short and Terence C Farrelly, *Quantum equilibration in finite time*, New J. Phys. 14 013063 doi:10.1088/1367-2630/14/1/013063 (2012); Noah Linden, Sandu Popescu, Anthony J. Short, and Andreas Winter, *Quantum Mechanical Evolution Towards Thermal Equilibrium*, Phys. Rev. E 79, 061103 (Published 4 June 2009); Seth Lloyd, *Black Holes, Demons and the Loss of Coherence: How Complex Systems Get Information, and What They Do With It*, Ph.D. Thesis, Theoretical Physics, The Rockefeller University (Apr. 1, 1988); and *generally* Sean Carroll, *From Eternity to Here: The Quest for the Ultimate Theory of Time*, Plume (2010).

[^159]: The formal term for this study is, *Etiology* (alternatively *aetiology*, *aitiology*), which is the study of causation. The word is derived from the Greek word αἰτιολογία, aitiologia, *giving a reason for* (αἰτία, aitia, *cause*; and -λογία, [-logia].

[^159-1]: As David Hume said at the end of, *An Abstract of A Treatise of Human Nature*, (1740), "These principles of association... are the only ties of our thoughts, they are really to us the cement of the universe...."

[^160]: Unfortunately, I am not Arthur Dent, and you will not find a "number 42" here as an, "Answer to Answer to The Ultimate Question of Life, the Universe, and Everything," as referenced in, *The Hitchhiker's Guide to the Galaxy*, Pan Books (1979).

[^161]: Nicholas Rescher, *Axiogenises: An Essay in Metaphysical Optimalism*, p. 18, Lexington Books (2010).

[^162]: The Oxford English Dictionary (accessed on May 24, 2014).

[^163]: *Ibid*; *see also* the Stanford Encyclopædia of Philosophy entry on, "Ontology."

[^164]: The philosophical concept of Ontology used here tends to conform with Quine's and thus to the notion of "universals" as described in this book merely as being that which is empirically predictable -- though I do not disregard it, I generally care less about strict ontological commitment because the answer to those questions ultimately means very little to consumers since they *cause* meaning (and thus your profits) through their observation and wonder at your amazing product; *see generally*, W.V. Quine, *On what there is*, (1948) Review of Metaphysics, vol. 2. pp. 21--38, (reprinted in 1980); I also use the concept of Ontological Realization along with Lean synonymously with the concept of *fitness* through natural selection as will become more important further on in this text.

[^165]: As earlier stated, in statistics, the circumflex is inserted to indicate and estimator, with such meaning to be seen later on in this book. For philosophy majors, the circumflex is also the same pronunciation accent used over the *u* as in *Noûs* for the title of the premier philosophy journal of that name (ISSN: 1468-0068), and is the Greek word *nous,* generally meaning sense or intellect, which in French means *we* or *us,* and when used twice as in *nous nous,* the word assumes a further, self-reflexive meaning.

[^166]: [http://www.geneontology.org/](http://www.geneontology.org/) (accessed Nov. 15, 2015).

[^167]: *See e.g.*, Catherine Roussey, Francios Pinet, Myong Ah Kang, Oscar Corcho, *An Introduction to Ontologies and Ontology Engineering*, Springer (Jun. 17, 2011); *see again*, Alexander Osterwalder, *The Business Model Ontology: A Proposition in a Design Science Approach* (2004). 

[^168]: For more information about Tom Gruber and Siri, *see*, [http://tomgruber.org/technology/siri.htm](http://tomgruber.org/technology/siri.htm) (accessed Jul. 28, 2014).

[^169]: *See generally*, Jim Collins and Jerry I. Porras, "Built to Last," HarperCollins (2011).

[^170]: Thus, I take a positivist approach to these matters.

[^170-1]: For further discussion of "truth-value" in philosophy, please see the Stanford Encyclopædia of Philosophy entry accessible at https://plato.stanford.edu/entries/truth-values.

[^171]: Scientists usually discuss the notion of predictability in the inverse, as a positive assertion they prove as false.

[^172]: Eugene Wigner, *The Unreasonable Effectiveness of Mathematics in the Natural Sciences*, Communications in Pure and Applied Mathematics, vol. 13, No. I, John Wiley & Sons, Inc. (Feb. 1960).

[^173]: *See e.g.*, Max Tegmark, *Our Mathematical universe: My Quest for the Ultimate Nature of Reality*, Knopf Doubleday Publishing Group (2014).

[^174]: To read a good article on the four universal physical forces, the electromagnetic, gravitational, and strong and weak atomic forces, and your current manipulation of them, *see*, *I Was Promised Flying Cars*, New York Times (Jun. 8, 2014).

[^175]: The process perspective takes much of its intellectual heritage from Alfred North Whitehead's *Process Philosophy* such as he described in, *Process and Reality* (1929c); Alfred North Whitehead's description of *Process Philosophy* in *Process and Reality* reminds me of David Deutsch's in *Constructor Theory*, arXiv:1210.7439 [physics.hist-ph] (Jan. 13, 2013), wherein he somewhat similarly says that all laws may be described in terms of possible transformations.

[^176]: While so commonly applied to discussions like this as to be trite, I do not know if the expression, "standing on the shoulders of intellectual giants," could apply more than to the content of this Value Stream describing the work of those who examined these issues in depth over millennia, as well as Leanism as a whole given its overly ambitious breadth.

[^176-1]: A good quote about this regarding the work of philosopher of Peter Carruthers is, "Self-consciousness is just mind reading turned inward," as stated by Alex Rosenberg in, *Why You Don’t Know Your Own Mind*, (July 18, 2016); *see*, Peter Carruthers, *The Opacity of Mind: An Integrative Theory of Self-Knowledge*, Oxford University Press (2011).

[^176-2]: Richard Foster, *Creative Destruction Whips through Corporate America*, INNOSIGHT/Standard & Poor's (2014).

[^177]: *See e.g.*, Derrida's metaphysics of presence; *see also*, Thomas Nagel's essay, *What is it Like to Be a Bat?*, The Philosophical Review (1974), which describes this presence conception well but was written before more modern developments in cognitive science and your better understanding, universal, recursive mental conceptions through AI studies; *cf*, the balance of essays in which Nagel's essay is contained in Douglas Hofstadter and Daniel Dennett *The Mind's I* and other more recent work on these same subject; *see also*, Alva Noë, *Varieties of Presence*, Harvard University Press (2012).

[^177-1]: To read about people's personal perspectives being start-up businesses in and of themselves, *see*, Reid Hoffman, *The Start-up of You*, Crown Business (2012).

[^178]: For an interesting perspective on the Personal perspective and its relation with structure, see Christopher Alexander, Sara Ishikawa, *A Pattern Language: Towns, Buildings, Construction*, Oxford University Press (1977); and the four volume set by Christopher Alexander, *The Nature of Order*, including, *The Nature of Order: An Essay on the Art of Building and the Nature of the universe, Book 1 - The Phenomenon of Life* (2004) (Center for Environmental Structure, Vol. 9); *Book 2 - The Process of Creating Life* (2006); *Book 3 - A Vision of a Living World* (2004); and *Book 4 - The Luminous Ground*, Routledge (2003).

[^179]: *See e.g.* Richard P. Feynman in the Twin Paradox at, *Six Not-So-Easy Pieces: Einstein's Relativity, Symmetry, and Space-Time*, Kindle Loc. 1520, Basic Books (1961-1963).

[^182]: I relate physical and mathematical laws based on the principle that math has been demonstrated as having an uncanny ability to predict the operation on physics and vice versa (such as said by E.P. Wigner), such that one might seriously consider all of physics to be the empirical embodiment of mathematical relation and mathematical coherence as being the conceptual expression of physics.

[^183]: This list of true-north types, and much of my process oriented thinking, is greatly inspired by the work of Nicholas Rescher with his process Metaphysics and other philosophers like Hillary Putnam, *What is Mathmatical Truth?* Lecture at Harvard University (1975).

[^184]: Can be related to Buddhist absolute truth or paramartha satya; Thich Nhat Hanh, *The Heart of the Buddha's Teaching* p. 121, Broadway Books (1997).

[^185]: *CERN | Accelerating science*. public.web.cern.ch (Retrieved Aug. 10, 2013).

[^186]: *See again*, *I Was Promised Flying Cars*, New York Times (Jun. 8, 2014).

[^187]: For a discussion of systems thinking in a business context, see W. Edwards Deming, *Out of the Crisis*, MIT Press, (2000); and Peter M. Senge, *The Fifth Discipline*, Doubleday (1990); this can also be related to Buddhist worldly truth or samvriti satya, Thich Nhat Hanh, *The Heart of the Buddha's Teaching*, p. 121 (1997).

[^188]: "Best fit" basis being congruent to Karl Popper's scientific methods of empiricism; *see e.g.*, Karl Popper, *The Logic of Scientific Discovery*, p. 17, Routledge / Taylor & Francis e-Library (2005).

[^189]: *But see*, Keith DeRose, *The Case for Contextualism: Knowledge, Skepticism, and Context*, Oxford University Press; Reprint edition (Jun. 24, 2011).

[^189-1]: *See e.g.*, Nate Silver, *The Signal and the Noise: Why So Many Predictions Fail-but Some Don't*, p. 198, Penguin Publishing Group (2012), where he discusses the element of bias in experts' economic models, and more particularly his research into the Survey of Professional Forecasters showing persistent bias even at the group level; *see also* as referenced by Silver, Stephen K. McNees, *The Role of Judgment in Macroeconomic Forecasting Accuracy,*  pp. 287– 99, 6, no. 3, International Journal of Forecasting (Oct. 1990). 

[^190]: By *intuition,* I do not mean psychological intuition, such as that described by Daniel Kahneman as *System 1* thinking in his book *Thinking: Fast and Slow,* but rather intuitively speculative knowledge on an absolute basis for which we do not have axiomatic or systemic answers on a Universal basis. Thus, the distinction between axiomatic and systemic propositions and intuitive propositions represents the analytic/continental philosophical divide.

[^190-1]: In fact, the scientific standard by which the efficacy of pharmaceutical drugs is demonstrated and moved beyond being an intuitive truth is by its attaining a 5% level of statistical significance (i.e. p < 0.05) from inferential hypothesis testing with a double-sided Confidence Interval (*See Eye*); *see e.g.* Dr. Rick Turner and Dr. Russell Reeve, *Basic Biostats for Clinical Research - Confidence Intervals in Drug Development - An Overview of their Use and Interpretation*, p. 42, International Pharmaceutical Industry (Spring 2010).

[^191]: *See e.g.*, Daniel Dennett, *Intuition Pumps And Other Tools for Thinking*, W. W. Norton & Company (2013); *c.f.* truths that are held to be self-evident such as those stipulated in the second paragraph of the U.S., *Declaration of Independence* (Jul. 4, 1776).

[^192]: This notion is inspired by George Soros' discussion of the concept of reflexivity in *The Alchemy of Finance,* Wiley (1987).

[^192-1]: In this way, one ought to view the degrees of truth-value like Latourian truth actor-networks arising from a "practical metaphysics"; *see e.g.*, Bruno Latour, *Reassembling the Social: An Introduction to Actor–Network Theory*, Oxford, United Kingdom (2005).

[^193]: CERN topic page on Higgs-Boson found at, [http://home.web.cern.ch/topics/higgs-boson](http://home.web.cern.ch/topics/higgs-boson) (accessed Mar. 12, 2016).

[^194]: Dennis Overbye, *Astronomers Hedge on Big Bang Detection Claim*, New York Times (Jun. 19, 2014).

[^194-1]: By the way, with the term, "Ontologically Realized," you often see this same sentiment or meaning reflected in Abrahamic religious texts that say something to the effect that this is the, "Word of the Lord," with the spoken "Word" metaphorically standing for Ontological Realization in the sense of the biblical expression of, "Breathing Life," into something.

[^194-2]: This is due to having a healthy Humean and even Popperian skepticism of induction.

[^195]: For an interesting study demonstrating how people's intuitive belief may dominate their Universal and Process knowledge, *see*, Dan M. Kahan, *Climate Science Communication and the Measurement Problem*, Advances Pol. Psych., Forthcoming, Yale University - Law School; Harvard University - Edmond J. Safra Center for Ethics (Jun. 25, 2014); *see also* *Public's Views on Human Evolution*, Pew Research (Dec. 30, 2013).

[^196]: Google's *Ten things we know to be true* [https://www.google.com/about/company/philosophy/](https://www.google.com/about/company/philosophy/) (accessed Sep. 12, 2014).

[^197]: The Lean method of Root Cause Analysis, referred to as RCA, is commonly employed in business and government agencies such as NASA to identify the source of a problem; *see*, *Root Cause Analysis Overview*, NASA, Office of Safety & Mission Assurance Chief Engineers Office (Jul. 2003).	

[^198]: *See*, Stanford Encyclopædia of Philosophy entry on, "Sufficient Reason"; the PSR was so named by Leibniz but its concept extends back to antiquity, *see*, Nicolas Rescher, *On Leibniz* (2013).

[^199]: Sui generis per the Oxford English Dictionary, *lit. Of one's or its own kind; peculiar. Also used attrib. †Also illiterately as n., a thing apart, an isolated specimen.*

[^200]: For example the philosopher David Hume believed that meaningful statements about the universe are always qualified by some degree of doubt in, *An Enquiry Concerning Human Understanding* (1748); *see also* David Deutsch, *The Beginning of Infinity*, p. 96 (2011).

[^201]: For a recent survey of American beliefs in religious intuitive true-norths regarding the origin of human existence, see [http://www.gallup.com/poll/170822/believe-creationist-view-human-origins.aspx](http://www.gallup.com/poll/170822/believe-creationist-view-human-origins.aspx) (accessed May 11, 2016).

[^201-1]: David Deutsch, *The Beginning of Infinity*, pp. 166, 172, 192 (2011).

[^202]: *See*, Sean Carroll, *From Eternity to Here: The Quest for the Ultimate Theory of Time*, Kindle Loc. 978-980, Penguin Group US (2010), where he writes, "So if someone asks you what really happened at the moment of the purported Big Bang, the only honest answer would be: 'I don't know.' Once we have a reliable theoretical framework in which we can ask questions about what happens in the extreme conditions characteristic of the early universe, we should be able to figure out the answer, but we don't yet have such a theory."

[^203]: Thomas Henry Huxley wrote, "Agnosticism, in fact, is not a creed, but a method, the essence of which lies in the rigorous application of a single principle ... positively the principle may be expressed: In matters of the intellect, follow your reason as far as it will take you, without regard to any other consideration. And negatively: In matters of the intellect do not pretend that conclusions are certain which are not demonstrated or demonstrable.", in Huxley, Thomas Henry, *Agnosticism*, The Popular Science Monthly, 34 (46): 768, D. Appleton & Company, (April 1889); *see also*, Richard Dawkins, *The God Delusion*, pp. 72 Houghton Mifflin Harcourt (2008).

[^204]: May Sarton, *I Knew a Phoenix*, pp. 40-41, W. W. Norton (1959).

[^205]: *See e.g.* Stanford Encyclopædia of Philosophy, "Aristotle on Causality."

[^206]: Per the Oxford English Dictionary, Teleology is, "The doctrine or study of ends or final causes, esp. as related to the evidences of design or purpose in nature; also transf. such design as exhibited in natural objects or phenomena," which leaves out, and yet alludes to, religious connotation in the use of "design."

[^207]: Thich Nhat Hanh, *The Heart of the Buddha's Teaching*, p. 221-222, Broadway Books (1973).

[^208]: This relates to speculation from physicists such as those of Alex Vilenkin and his theories about cosmic inflation in, *Many Worlds in One: The Search for Other universes*, Hill and Wang; 1st edition (2007).

[^209]: Stephen W. Hawking, *Quantum Cosmology, M-theory and the Anthropic Principle*, Lecture published at http://www.hawking.org.uk/quantum-cosmology-m-theory-and-the-anthropic-principle.html (no date for lecture given at his website, but last accessed May 2016).

[^210]: Following Greek notions of this concept.

[^211]: *See*, the Stanford Encyclopædia of Philosophy entry on the, "Cosmological Argument."

[^212]: Emerson Spartz as quoted by Andrew Marantz in *The Virologist,* The New Yorker, p. 26 (Jan. 5, 2015).

[^212-1]: If you doubt whether there is a speculative, scientismic edge to science, especially when studying human beings, consider a large, recent study published in the highly respected journal, *Science*, that could not replicate over half of the psychological studies it retested; *see*, *Estimating the reproducibility of psychological science*, Vol. 349, Issue 6251, DOI: 10.1126/science.aac4716, Science (Aug. 28, 2015).

[^213]: As discussed in Value Stream 1, the modern concept of Lean in many ways began with the export of the Deming Cycle from post-war England to post-war Japan; Toyota then developed the Deming Cycle into its notion of *Kaizen*; the term Lean was coined by John Krafcik while at MIT to describe Toyota's Total Quality Management (TQM) using the Deming Cycle through *Kaizen*; and global organizations and consultants then iteratively applied Lean as a form of TQM to other businesses until it became a universal business philosophy.

[^215]: Hegel, G.W.F. [§ 133], *Science of Logic*; or in its Latin articulation, *ex nihilo, nihil fit*.

[^216]: *See*, John Hick, *The Buddha's 'Undetermined Questions' and the Religions*, Article 8 (2004), found at http://www.johnhick.org.uk/article8.html (accessed Feb. 12, 2015).

[^217]: *See also the following*, Sanjaya Belatthaputta, a 5th-century BCE Indian philosopher who expressed agnosticism about any afterlife; Protagoras, a 5th-century BCE Greek philosopher who was agnostic about the gods; and the Nasadiya Sukta in the Rig Veda which is agnostic about the origin of the universe.

[^218]: Such as the Latin concept referenced earlier, *ex nihil, nihilo fit*.

[^219]: *See*, the Stanford Encyclopædia of Philosophy entry on, "Sufficient Reason," for support in regards to, *ex nihilo, nihil fit*.

[^220]: One might likewise describe the origin of existence in epistemological sources, which is the philosophical study of knowledge. The real origin of everything in a Cartesian sense could be studied through the neologism, *Epistemontology*. However, since knowledge requires some medium, even if that is only within a singular, physical dimension, I will simply use the term Ontology to incorporate the entire meaning of existence from a realistic perspective. Likewise, philosophers may note some sense of Hegal's, *Being and Nothingness*, throughout this discussion.

[^221]: In other words, your etiological speculation must be rationally agnostic.

[^222]: For general background reading on this topic, I suggest reading, Jim Holt's book, *Why Does the World Exist?: An Existential Detective Story*, Liveright; 1 edition (Apr. 8, 2013).

[^223]: Stanford Encyclopædia of Philosophy entry on, "Sufficient Reason"; Hume, *Treatise of Human Nature* (I, 3,3); Russell, Bertrand, and Frederick Copleston, *Debate on the Existence of God,* (1964) in John Hick (ed.), *The Existence of God*, The Macmillan Company; 1st edition (Sep. 1, 1964).

[^224]: Emmanuel Kant, *Critique of Pure Reason* (1787).

[^225]: A book I recommend describing the axiomatic and systemic limits to reason is one so titled, Noson S. Yanofsky, *The Outer Limits of Reason: What Science, Mathematics, and Logic Cannot Tell Us*, p. 32, The MIT Press (Aug. 23, 2013).

[^226]: *Ibid*.

[^227]: Not to be confused with several other "Principia Mathmaticas," most namely the one from Isaac Newton first published in a first edition on July 5th, 1687.

[^227-1]: Or as stated another way by *Cantor's Theorem*, "for any set A, the set of all subsets of A (the power set of A, P(A)) has a strictly greater cardinality than A itself."

[^228]: *See generally*, the Stanford Encyclopædia of Philosophy's entry on, "Russell's Paradox."

[^229]: Such as, Noson S. Yanofsky, *The Outer Limits of Reason* (2013).

[^230]: This point was alluded to by Douglas R. Hofstadter in, *Gödel, Escher, Bach*, Basic Books (1999), that while mathematics may hold true computationally, it is not a logically cohesive system overall such that it can abstract itself in a consistent way; Douglas Hofstadter expressed this notion more concretely in, *I Am a Strange Loop*, Basic Books, Reprint edition (Jul. 8, 2008) (or as noted later, "I 'AM' a Strange Loop").

[^231]: *See e.g.*, for language paradoxes, Chapter 1 in, Yanofsky, *The Outer Limits of Reason* (2013).

[^232]: Again, not drawing any other conclusions from this fact so as not to commit a Chomsky as described by the *Philosophical Lexicon*, where one, "... draws extravagant metaphysical implications from scientifically established facts."

[^232-1]: David Deutsch, *The Beginning of Infinity*, p. 309 (2011).

[^232-2]: *Ibid* at p. 196.

[^233]: *See generally*, Raffi Khatchadourian, *A Star in a Bottle*, The New Yorker (Mar. 3, 2014).

[^233-1]: Dan Falk, *New Support for Alternative Quantum View*, Quanta Magazine (May 16, 2016).

[^234]: Herbert A. Simon, *A Behavioral Model of Rational Choice,* pp. 99--118, Quarterly Journal of Economics 69 (Feb. 1955).

[^234-1]: David Deutsch, *The Beginning of Infinity*, p. 456 (2011).

[^235]: *See e.g.*, Werner Callebaut, *The Dialectics of Dis/Unity in the Evolutionary Synthesis and Its Extensions*, and his essay in the anthology edited by Massimo Pigliucci and Gerd B. Mueller, *Evolution -- The Extended Synthesis*; or as per philosopher Nicholas Rescher who said tongue in cheek that this was so Ph.D. students could write dissertations without embarrassing themselves, Nicholas Rescher, *Axiogenises* (2010).

[^236]: Nicholas Rescher, *Process Philosophy*, University of Pittsburgh Press (2000).

[^236-1]: David Deutsch, *The Beginning of Infinity*, p. 314 (2011).

[^237]: As conclusively evidenced by the election of the 45th President of the U.S.A., *see e.g.*, Casey Williams, *Has Trump Stolen Philosophy’s Critical Tools?*, The New York Times (Apr. 17, 2017); *see*, Timotheus Vermeulen and Robin van den Akker, *Notes on Metamodernism*, Journal of Aesthetics & Culture, Vol. 2 (2010); *see also*, "pseudo-modernism."

[^238]: Stephen Hawking, *Grand Design*, p. 1, Ch. 1 *Mystery of Being*, Bantam Books (2010), where he writes, "Traditionally these are questions for philosophy, but philosophy is dead. Philosophy has not kept up with modern developments in science, particularly in physics."

[^238-1]: *Ibid*.

[^239]: *See e.g.*, Simon Sinek, *Start with Why: How Great Leaders Inspire Everyone to Take Action* (2009).

[^240]: Max Tegmark, *Parallel universes*, p. 12, *Science and Ultimate Reality: From Quantum to Cosmos, honoring John Wheeler's 90th birthday*, J.D. Barrow, P.C.W. Davies, & C.L. Harper eds., Cambridge University Press (2003).

[^240-1]: *See e.g.*, Robbert Dijkgraaf, *Quantum Questions Inspire New Math*, Quanta Magazine (Mar. 30, 2017).

[^240-2]: Galileo Galilei, *The Assayer: A Letter to the Illustrious and Very Reverend Don Virginio Cesarini* (1623).

[^241]: Also referred to as fecund universes by Robert Nozick in, *Philosophical Explanations*, Belknap Press (1981); *see also* Lee Somlin in, *The Life of the Cosmos* (1997); *see also* Stephen Hawking, *Grand Design* (2010); *see also* the Stanford Encyclopædia of Philosophy entry on, "Many Worlds"; and Jim Holt, *Why Does the World Exist?: An Existential Detective Story*, Norton (2012).

[^241-1]: As Leibniz said in 1710 CE, "... the whole succession and the whole agglomeration of all existent things, lest it be said that several worlds could have existed in different times and different places. For they must needs be reckoned all together as one world or, if you will, as one universe," in Part I, para. 8 of *Theodicity: Essays on the Goodness of God, the Freedom of Man and the Origin of Evil*.

[^241-2]: Geoffrey Giuliano, *Lennon in America: 1971-1980, Based in Part on the Lost Lennon Diaries*, p. 108, Rowman & Littlefield (2001).

[^242]: *See generally*, Stanford Encyclopædia of Philosophy entry on, "Many-Worlds Interpretation of Quantum Mechanics."

[^243]: *See generally*, Mark Tegmark, *Parallel universes*, Dept. of Physics, Univ. of Pennsylvania (Jan. 23, 2003) found at [http://space.mit.edu/home/tegmark/multiverse.pdf](http://space.mit.edu/home/tegmark/multiverse.pdf) (accessed May 12, 2014).

[^244]: Per the Oxford English Dictionary, the *Anthropic Principle* is, '...*any of several versions of the principle that since humans exist in the universe, the observable properties of the universe, and particularly of certain of the fundamental constants, must be compatible with the existence of intelligent life, esp. human life."

[^245]: *Ibid*.

[^246]: Jim Holt, *Why Does the World Exist?: An Existential Detective Story* (2012).

[^247]: In IMVU's case, we know it was Eric Ries who created it, but you know what I mean; *see generally*, Silas Beane, Zohreh Davoudi and Martin J. Savage, *Constraints on the universe as a Numerical Simulation*, INT-PUB-12-046, Cornell University Library (Nov. 12, 2012).               

[^248]: Nicholas Rescher, *Process Metaphysics: An Introduction to Process Philosophy*, SUNY Series in Philosophy, Publisher State University of New York Press (1996).

[^249]: As referenced by Steven Weinberg in Jim Holt, *Why Does The World Exist: An Existential Detective Story* (2012).

[^250]: *See generally*, the Stanford Encyclopædia of Philosophy entry on, "Simplicity."

[^251]: For further information on the *Mathematical/Computable universe Hypothesis* and *Ultimate Ensemble*, *see again*, Mark Tegmark, *Parallel universes*, Dept. of Physics, Univ. of Pennsylvania (Jan. 23, 2003); *see also* Nick Bostrom, *Are You Living in a Computer Simulation*, Vol. 53, No. 211, pp. 243-255, Philosophical Quarterly (2003).

[^252]: *See generally*, Marcelo Gleiser, *The Island Of Knowledge*, Basic Books (2014).

[^253]: For a nice popular review of these concepts, *see generally*, the television series, *Cosmos: A Spacetime Odyssey with Neil DeGrasse Tyson* (2014).

[^254]: I am of course referring to Gödel's Second Incompleteness Theorem, though yet again I am careful not to commit a Chomsky by recognizing that the universe is infinitely open ended.

[^254-1]: truth-value requires fully informed people because epistemic probability varies between them, which is why we generally revert to the consensus of experts.

[^254-2]: More technically, in the spirit of Karl Popper, no one has yet disproven that the universe is Ontologically Teleological, even though consumers conjecture many reasons why it isn't.

[^255]: For a thorough argument in favor of the PSR being an axiomatic truth, *see generally*, Alexander Russ, *The Principle of Sufficient Reason: A Reassessment*, Cambridge Studies in Philosophy, Cambridge University Press (2006).

[^256]: A term often used by Karl Popper and other philosophers of science; *see also* David Deutsch, *The Beginning of Infinity*, p. 189 (2011).

[^256-1]: I provide these graphic pictograms in the spirit of Otto Neurath and Charles Bliss, to democratize knowledge so that these concepts might be universally well understood.

[^257]: *See again*, Marcelo Gleiser, *The Island of Knowledge: The Limits of Science and the Search for Meaning*, Basic Books (2014).

[^258]: This may be perceived to be analogous to existentialist Epoché bracketing objective true-north within all that we experience.

[^258-1]: *See generally*, Nassim Nicolas Taleb, *The Bed of Procrustes: Philosophical and Practical Aphorisms*, Random House (2010); *The Bed of Procustes* relates to the Greek allegory of a host who always amputated his guests to fit his beds.

[^259]: *E.g. see* Massimo Pigliucci, *Philosophy of Pseudoscience: Reconsidering the Demarcation Problem*, University Of Chicago Press (Aug. 16, 2013).

[^260]: Karl Jaspers also labelled the period where people started greatly increasing their energy consumption in the process of creating large scale social structures like religious institutions and economics departments as the "axial age"; *see*, Robert N. Bellah and Hans Joas, *The Axial Age and Its Consequences*, Harvard University Press (2012).

[^261]: According to their subject matter the questions can be grouped into four categories.

[^262]: Similar conceptually to the financial term, "Assets Under Management"; as stated earlier, beyond finance, ontology has a modern use in information science and genetics relating to the systematization and standardization of concepts within a given domain of knowledge, which extended meaning I will rely on in the later parts of this volume.

[^262-1]: *E.g.* along the lines of holism as described by Jan Christiaan Smuts in, *Holism and Evolution*, 2nd Ed., Macmillian and Co. (1927). 

[^263]: Naturally, I associate the logo for Toyota with the OT coincidentally with no actual endorsement by Toyota; worth reading is Toyota's own description of the symbolism of its logo and trademark as follows: "There are three ovals in the new logo that are combined in a horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the heart of the customer and the heart of the company. They are overlapped to represent a mutually beneficial relationship and trust between each other. The overlapping of the two perpendicular ovals inside the outer oval symbolize 'T' for Toyota, as well as a steering wheel, representing the vehicle itself. The outer oval symbolizes the world embracing Toyota. Each oval is contoured with different stroke thicknesses, similar to the 'brush' art known in Japanese culture. The space in the background within the logo exhibits the 'infinite values' which Toyota conveys to its customers: superb quality, value beyond expectation, joy of driving, innovation, and integrity in safety, the environment and social responsibility," found at, *Ideas Behind the Ovals*, at http://www.toyota-global.com/showroom/emblem/passion/ (retrieved on Dec. 11, 2016).

[^264]: *See e.g.*, Bryan Caplan, *The Myth of the Rational Voter: Why Democracies Choose Bad Policies*, Princeton University Press (2008).

[^264-1]: David Deutsch, *The Beginning of Infinity*, p. 6 (2011).

[^265]: I am making an allusion here to Amos Tversky and Daniel Kahneman's Prospect Theory as described in, *Judgement under Uncertainty: Heuristics and Biases*, Science, New Series, Vol. 185, No. 4157, pp. 1124-1131 (Sep. 27, 1974); and related notions such as Bernoulli's St. Petersburg paradox whose implications will be more fully explored in *Value Stream 5: People's*.

[^266]: For some examples of the mathematical applications of this concept, see Wolfram Alpha's description of, "...the calculus of variations, control theory, convex optimization theory, decision theory, game theory, linear programming, Markov chains, network analysis, optimization theory, queuing systems, etc." located at www.wolframalpha.com (accessed Jan. 20, 2013).

[^267]: This (crooked) arrow of time was first discussed by Sir Arthur Eddington in 1927, for which there seems to be some scientismic belief because of quantum entanglement; *see*, Natalie Wolchover, *Time's Arrow Traced to Quantum Source*, Quanta Magazine, (April 16, 2014); Artur S.L. Malabarba, Luis Pedro García-Pintos, Noah Linden, Terence C. Farrelly, Anthony J. Short, *Quantum Systems Equilibrate Rapidly for Most Observables*, arXiv:1402.1093 [quant-ph] http://arxiv.org/abs/1402.1093 (Submitted on Feb. 5, 2014); Anthony J. Short and Terence C. Farrelly, *Quantum Equilibration in Finite Time*, New J. Phys. 14 013063 doi:10.1088/1367-2630/14/1/013063 (2012); Noah Linden, Sandu Popescu, Anthony J. Short, and Andreas Winter, *Quantum Mechanical Evolution Towards Thermal Equilibrium*, Phys. Rev. E 79, 061103 (Published June 4, 2009); Seth Lloyd, *Black Holes, Demons and the Loss of Coherence: How Complex Systems Get Information, and What They Do With It*, Ph.D. Thesis, Theoretical Physics, The Rockefeller University (April 1, 1988); Sean Carroll, *From Eternity to Here: The Quest for the Ultimate Theory of Time*, Plume (2010).

[^267-1]: Yuval Noah Harari, *Sapiens*, p. 392 (2014).

[^268]: Hayne W.  Reese, *Teleology and Teleonomy in Behavior Analysis*, 17, 75-91, p. 78, The Behavior Analyst (1994).

[^269]: Timothy Ferriss, *The 4-Hour Workweek*, Harmony (Dec. 15, 2009).

[^270]: *Ibid*.

[^271]: Pittendrigh wrote, "The biologists' long-standing confusion would be more fully removed is all end-directed systems were described by some other term, like 'teleonomic', in order to emphasize that the recognition and description of end-directedness does not carry a commitment to Aristotelian teleology as an efficient [sic] casual principle.," in his essay *Adaptation, Natural Selection, and Behavior*, at pp. 390-416, Anne Roe and George Gaylord Simpson (eds.), *Behavior and Evolution* (1958).

[^272]: Any book discussing this such as Addy Pross's book *What is Life: How Chemistry becomes Biology*, Oxford University Press, Reprint edition (2014).

[^273]: *See generally*, Nicholas S. Thompson, *The Misappropriation of Teleonomy*, p. 259, Perspectives on Biology, Plenum Press (1987).

[^273-1]: For more on this neo-Darwinistic concept of gene propagation, *see*, Richard Dawkins, *The Selfish Gene*, Oxford University Press (1976).

[^273-2]: This dynamic falls in-line with Kantian noumenon-phenomenon distinction in that the OT eventually reverts to what is Noumenal whether or not we ever really know what that is, while incorporating everything that is Phenomenal from consumers' personal perspectives. 

[^273-2]: *See*, *The Data Against Kant*, New York Times, Sunday Opinion (Feb. 21, 2016).

[^274]: This may be considered an *anticipatory system,* *see generally*, Robert Rosen, *Anticipatory Systems; Philosophical, Mathematical, and Methodological Foundations*, Springer (2012).

[^275]:  Martin E.P. Seligman, John Tierney, *We aren’t Built to Live in the Moment*, New York Times (May 19, 2017).

[^276]: This may be considered a loose analogy to Pascal's Wager that you should rationally believe in God just in case there is one, in that instead of believing in God, you must rationally recognize that all must be agnostic to what is Not Ontologically Teleological inside the IB, holding what you presently perceive to be Not Ontologically Teleological outside the IB on a subjective, 'Personal' basis, which is a rational response to the apparent circularity of the purpose of existence within the IB.

[^276-1]: The term and academic concept of "Overlapping Consensus" was popularized by the philosopher John Rawls with his book, *A Theory of Justice*, Harvard University Press (1971); however, Jean-Paul Sarte first articulated this concept in, *The Communists and Peace*, p. 201 (1968), where he writes that truth-value (a.k.a. justice) may be found from the perspective of the masses, by seeing the universe "...with the eyes of the least favored"; Sarte's predecessors can be found in Thomas Kuhn (1962) and Karl Popper (1959) with their consensus-forging either through empiricism or revolution (*see*, the earlier definition of same causing consideration and reflection from change and upheaval through a circular movement).

[^278]: *See*, Descartes', *Discourse on Method*, fifth part, and his book, *The World*, particularly in his *Chapter 9* written in 1633; *see also*, Steven A. Benner, *Defining Life*, Astrobiology, 10(10): 1021--1030. doi:  10.1089/ast.2010.0524 (Dec. 2010).

[^278-1]:  Yuval Noah Harari, *Sapiens*, p. 109 (2014).

[^279]: *See generally*, Paul Feyerabend, *Farewell to Reason*, Verso Books (1987).

[^279-1]: *Ibid*.

[^280]: Yuval Noah Harari, *Sapiens*, pp. 222, 242 (2014). 

[^281]: *Scopes v. State*, 154 Tenn. 105, 289 S.W. 363 (1927).

[^282]: Bobby Henderson, *The Gospel of the Flying Spaghetti Monster*, HarperCollins Entertainment (2006); and Bobby Henderson, *The Loose Canon, the Holy Book of the Church of the Flying Spaghetti Monster*, self-published (Jul. 26, 2010).

[^282-1]: *Touched by His Noodly Appendage*, is a parody of Michelangelo's, *The Creation of Adam*, as seen earlier on the cover of Steve Blank's *Four Steps*, is an iconic image of the Flying Spaghetti Monster® by Arne Niklas Jansson.

[^283]: Stanford Encyclopædia of Philosophy, 'Supervenience,' (November 2011).

[^284]: Charles Lutwidge Dodgson (aka Lewis Carroll), *Alice's Adventures in Wonderland* (1865).

[^284-1]: Yuval Noah Harari, *Sapiens*, p. 391 (2014).

[^285]: *See again*, 'Supervenience,' in the Stanford Encyclopædia of Philosophy.

[^286]: *Ibid*.

[^286-1]: SLOTS relate to Georg Wilhelm Friedrich Hegel's successive forms of evolutionary life and consciousness as he articulated throughout, *Phenomenology of Spirit* (*Phänomenologie des Geistes*) (1807). 

[^286-2]: David Deutsch, *The Beginning of Infinity*, p. 123 (2011).

[^287]: *See e.g.* Gretchen C. Daily, Tore Söderqvist, Sara Aniyar, Kenneth Arrow, Partha Dasgupta, Paul R. Ehrlich, Carl Folke, AnnMari Jansson, Bengt-Owe Jansson, Nils Kautsky, Simon Levin, Jane Lubchenco, Karl-Göran Mäler, David Simpson, David Starrett, David Tilman, Brian Walker, *The Value of Nature and the Nature of Value*, Science 21, Vol. 289 no. 5478 pp. 395-396, DOI: 10.1126/science.289.5478.395, Policy Forum, Ecology (July 2000).

[^288]: Yuval Noah Harari, *Sapiens*, p. 103 (2014).

[^288-1]: David Deutsch, *The Beginning of Infinity*, p. 379 (2011).

[^289]: ©2015 Whirlpool Corporation http://www.whirlpool.com/.

[^290]: The HUDF shows a small section of space in the southern-hemisphere constellation Fornax. The resulting image -- made from 841 orbits of telescope viewing time -- contains approximately 10,000 galaxies, extending back in time to within a few hundred million years of the Big Bang. Image Credit: NASA/ESA.

[^290-1]: *Wikipedia* entry on "Supervience" (accessed on Nov. 3, 2014).

[^291]: It was David Donaldson who first said, "[M]ental characteristics are in some sense dependent, or supervenient, on physical characteristics. Such supervenience might be taken to mean that there cannot be two events alike in all physical respects but differing in some mental respect, or that an object cannot alter in some mental respect without altering in some physical respect," in, *Philosophy of Psychology*, pp. 214, Chapter 11, *Mental Events* (1980).

[^291-1]: *See e.g.*, Barbara K. Lipska, *The Neuroscientist Who Lost Her Mind*, New York Times (Mar. 12, 2016).

[^292]: Harris Interactive, *Americans' Belief in God, Miracles and Heaven Declines: Belief in Darwin's Theory of Evolution Rises* (December 16, 2013) located at [http://www.harrisinteractive.com](http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/ctl/ReadCustom%20Default/mid/1508/ArticleId/1353/Default.aspx).

[^293]: *See generally*, Addy Pross's book, *What is Life: How Chemistry becomes Biology,* (2014), which he wrote as a follow-up to Erwin Schrödinger's good book, *What is Life?*, Cambridge University Press (1944). Pross adds to Schrödinger's thoughts by introducing the concept of, *Dynamic Kinetic Stability* (*DKS*). As Pross explains it, *DKS* is a system that is not stable in the ordinary use of the term but rather only from a Process perspective by constantly turning over, much like a business' revenues not being stable but only apparently so year after year. Since a *DKS* system receives energy, the second law of thermodynamics is not violated, and biology and business become a particular *case of good chemistry*. Erwin Schrödinger also happened to be the physicist who developed the, "Schrödinger's Cat," thought experiment describing quantum entanglement; if you are interested in seeing these ideas discussed in popular entertainment, see the HBO show, *The Sopranos, The Fleshy Part of the Thigh*, Season 6, Episode 4 (2006) and the character John Schwinn. Schrödinger's views as expressed in the episode have also been referred to as, *quantum mysticism* though David Deutsch certainly would argue with that characterization.

[^293-1]: Yuval Noah Harari, *Sapiens*, p. 30 (2014).

[^293-2]: The ARE processes are selected for *Leaness* through the parsimony of *Occum's Razor*, the inherent entropy of *The Second Law of Thermodynamics*, and sophisticated elegance of *Murphy's Law*. 

[^295]: This increasing systemic order may either be decreasing systemic entropy in a physical sense or senescence in a biological sense.

[^296]: Though a counterfactual example may be found in hydra, for which mortality patterns suggest a lack of senescence through perpetual regeneration; *see*, D.E. Martinez, *Mortality patterns suggest lack of senescence in hydra*, Exp Gerontol, 33(3):217-25 (May 1998).

[^297]: *See*, Natalie Wolchover, *A New Physics Theory of Life*, Quanta Magazine (Jan. 22, 2014) article about the work of Jeremy England; *see also*, Leslie Mullen, *Forming a Definition for Life: Interview with Gerald Joyce*, Astrobiology Magazine (Jul. 25, 2013); *see also* Addy Pross, *What is Life?: How Chemistry becomes Biology* (2012); *see also*, Lynn Margulis and Dorion Sagan, *What is Life?*, University of California Press (1995); *see also* Erwin Schrödinger, *What is Life?*, Cambridge University Press (1944).

[^298]: For more recent work from NASA, see the Institute for Universal Biology, a NASA Astrobiology Institute located at the University of Illinois at Urbana-Champaign, and housed within the Institute for Genomic Biology at, [http://astrobiology.illinois.edu/](http://astrobiology.illinois.edu/).

[^299]: Leslie Mullen, *Forming a Definition for Life: Interview with Gerald Joyce*, Astrobiology Magazine (Jul. 25, 2013).

[^300]: Addy Pross, *What is Life?: How Chemistry becomes Biology*, p. xiv (2012).

[^301]: *See generally*, Erwin Schrödinger, *What is Life?* (1944).                           

[^301-1]: While *Occum's Razor* is controversial, I personally believe that this principle is an extension of the Second Law of Thermodynamics, making it for me more appropriately named, *Occum's Lazer*, so as to place a finer point on the sophisticated parsimony of the rule.

[^302]: This can be seen to include Robert Rosen's (M,R) System overall as an *anticipatory system* Ontologically building on predictive measure and adapting to changing circumstances in the context of an ecosystem, at Ron Cottam, Willy Ranson, Roger Vounckx, *Re-Mapping Robert Rosen's (M,R)-Systems*, Chemistry & Biodiversity, 4: 2352–2368. doi:10.1002/cbdv.200790192 (2007); see Ca´rdenas, M.L., et al., *Closure to Efficient Causation, Computability and Artificial Life*, J. Theor. Biol. doi:10.1016/j.jtbi.2009.11.010 (2009); M. Mossio, G. Longo, J. Stewart, *A computable expression of closure to efficient causation*, J Theor Biol. 257(3):489-98. doi: 10.1016/j.jtbi.2008.12.012 (Apr. 7, 2009).

[^303]: Such as methylation.

[^304]:  A.H. Louie, *Robert Rosen's Anticipatory Systems*, Vol. 12 No. 3, pp. 18-29, Foresight, Emerald Group Publishing Limited (2010).

[^305]: Can be equated with Robert Rosen's *repair* or *R-System* noted above.

[^306]: Or decrease internal systemic entropy; *see*, Jeremy England, *Statistical Physics of Self-Replication*, The Journal of Chemical Physics, p. 139, 121923 doi: 10.1063/1.4818538 (2013).

[^307]: Can be equated with Robert Rosen's metabolic of *M System* noted above; the self-reflexive nature of Rosen's computability can be compared to Douglas Hofstadter's own claims for reflexivity in cognition.

[^308]: As Maslow wrote at p. 370 in, *A Theory of Human Motivation* (1943), "[T]he hunger drive (or any other physiological drive) was rejected as a centering point or model for a definitive theory of motivation. Any drive that is somatically based and localizable was shown to be atypical rather than typical in human motivation," thus supporting the proposition that energization plays a supportive rather than primary role in customers' ontological motivation.

[^308-1]: *See again*, Jeremy England, *Statistical Physics of Self-Replication*, The Journal of Chemical Physics, p. 139, doi: 10.1063/1.4818538 (2013).

[^308-2]: As Vaclav Smil wrote in, *Energy: A Beginners Guide*, p. 9, Oneworld Publications (2006), "[E]nergy is not a single, easily definable entity, but rather an abstract collective concept, adopted by nineteenth-century physicists... Its most commonly encountered forms are heat (thermal energy), motion (kinetic or mechanical energy), light (electromagnetic energy) and the chemical energy of fuels and foodstuffs."

[^308-3]: As Vaclav Smil noted, "The word 'Energy' is a Greek compound. Aristotle (384–322 B.C.E.) created the term in his 'Metaphysics,' by joining εν (in) and έργον (work) to form ενέργεια (energeia, 'actuality, identified with movement') that he connected with entelechia, 'complete reality,'" in *Energy: A Beginner's Guide*, p. 1; for further background on this energizing factor of living existence, see Nick Lane, *The Vital Question: Energy, Evolution, and the Origins of Complex Life*, W. W. Norton & Company; 1 edition (2015).

[^309]: *I.e.*, they match *Endergonic* and *Exergonic* processes.

[^309-1]: Yuval Noah Harari, *Sapiens*, p. 338 (2014).

[^310]: Egyptians intuitively understood this energetic distinction with their theistic conceptions of the Sun god *Ra,* and the design of the temple Abu Simbel where the other sun gods of Re-Horakhte and Amon-Re were lit by rays of light while the god of darkness, Ptah, remained in the shadows, per Lisa Krause, *Sun to Illuminate Inner Sanctuary of Pharaoh's Temple*, National Geographic News (Feb. 21, 2001).

[^312]: *See*, Dalai Lama XIV, *The Meaning of Life: Buddhist Perspectives on Cause and Effect*, translated and edited by Jeffrey Hopkins, Wisdom Publications (1992).

[^313]: *See*, Thich Nhat Hanh, *The Heart of the Buddha's Teaching*, Three River Press (1999).

[^313-1]: As said by Steve Jobs in a 1980 presentation archived by the *Computer History Museum* and found here http://www.computerhistory.org/atchm/steve-jobs/.

[^314]: ©1984 *Apple Computer Inc.*.

[^315]: For an example, see Apple's statement of supplier responsibility found here, [http://www.apple.com/supplier-responsibility/](http://www.apple.com/supplier-responsibility/) (last accessed Dec. 15, 2016).

[^316]: As the Chief Justice John Roberts  of the U.S. Supreme Court noted, "... such a pervasive and insistent part of daily life that a proverbial visitor from Mars might conclude they were an important feature of human anatomy," in, *Riley v. California*, 134 S. Ct. 2473, 2477, 189 L. Ed. 2d 430, 433, 2014 BL 175779 (2014); *see also*, *The Pocket universe*, New York Magazine (Jun. 30, 2014).

[^317]: Ian Morris, *The Measure of Civilization: How Social Development Decides the Fate of Nations*, p. 40, Princeton University Press (2013).

[^318]: *Ibid*.

[^319]: Leslie White, *Energy and the Evolution of Culture,* pp. 335-356, American Anthropologist (1943); Leslie White, *The Science of Culture*, New York: Grove Press (1949); Leslie White, *The Evolution of Culture*, New York: McGraw-Hill (1959); Leslie White even created a qualitative equation for this notion being, "C = E *T," standing for *Culture* equals *Energy* times *Technology*.

[^320]: Ian Morris, *The Measure of Civilization*, p. 40.

[^321]: *Ibid*, p. 62, Figure 3.2., © 2013 Ian Morris, Used with Permission.

[^322]: *Ibid*, p. 89, Figure 3.8., © 2013 Ian Morris, Used with Permission. 

[^323]: Jared Diamond, *Guns, Germs, and Steel: The Fates of Human Societies*, p. 103, W. W. Norton & Company (2009); see also, Nick Gogerty, *The Nature of Value: How to Invest in the Adaptive Economy*, Kindle Loc. 827-828, Columbia University Press, who said, "The story is clear: Energy consumption is highly correlated with value creation and consumption, which drives value flow throughout the economic network."

[^324]: James H. Brown, et al., *Energetic Limits to Economic Growth*, Vol. 61 No. 1, BioScience (Jan. 2011).

[^324-1]: David Deutsch, *The Beginning of Infinity*, p. 74 (2011).

[^324-2]: In ironic contrast to Nietzsche's statement, "Gott ist Tott," or "God is Dead" in his book, *The Science of Joy*, in 1882. This concept is also touched on earlier by Hegel in his book, *Phenomenology of Spirit* (1807).

[^325]: This example may also be seen akin to a bubbling spring.

[^325-1]: *See e.g.*, Philip Ball, *How Life (and Death) Spring From Disorder*, Quanta Magazine (Jan. 26, 2017); *see also*, Harold Morowitz and D. Eric Smith, *Energy flow and the organization of life*, Sante Fe Institute Working Paper 2006-08-029 (2017); and the work of Jeremy England at the Massachusetts Institute of Technology found at, http://www.englandlab.com/publications.html.

[^325-2]: Eleanor Ainge Roy, *New Zealand river granted same legal rights as human being*, The Guardian (Mar. 16, 2017).

[^325-3]: *Ibid*.

[^325-4]: *India court gives sacred Ganges and Yamuna rivers human status*, British Broadcasting Corporation (Mar. 21, 2017).

[^326]: David Deutsch, *Constructor Theory*, p. 38,  Centre for Quantum Computation, University of Oxford (Dec. 2012).

[^328]: This is *Turing equivalent* in computer science parlance, meaning that it can simulate, and be simulated by a Turning Universal computer presuming an infinite Ontological Medium.

[^329]: Encyclopædia of Database Systems, Ling Liu and M. Tamer Özsu (Eds.), Springer-Verlag (2009); *see again* Tom Gruber's definition of Ontology found at, [http://tomgruber.org/writing/ontology-definition-2007.htm](http://tomgruber.org/writing/ontology-definition-2007.htm).

[^330]: David Deutsch, *The Beginning of Infinity*, pp. 59, 145 (2011).

[^333]: A. Gajardol, A. Moreiral, E. Goles, *Complexity of Langton's Ant*, Center for Mathematical Modeling and Departamento de Ingenier a Matematica, FCFM, U. de Chile Casilla, Santiago, Chile (26 July 2000); I. Stewart, *The Ultimate in Anty-Particles*, pp. 104-107, Sci. Amer. **271** (1994).

[^334]: *See generally*, William Barrett, *Death of the Soul: From Descartes to the Computer*, Anchor Books (1986).

[^334-1]: Yuval Noah Harari, *Sapiens*, p. 170 (2014).

[^335-1]: The organizational perspective on this development and management of it can be found in the, "The Cynefin Framework," as described by David J. Snowden and Mary E. Boone in, *A Leader’s Framework for Decision Making*, Harvard Business Review (Nov. 2007).

[^336]: *See generally*, Auther Lovejoy, The Great Chain of Being, Harvard University Press (1936); and William F. Bynum, *The Great Chain of Being after Forty Years: An Appraisal*, University College, London (1975).

[^337]: Robert Fludd, *Great Chain of Being (Utriusque Cosmi Majoris Scilicet et Minoris)*, Frankfurt (1617).

[^339]: Auther Lovejoy, The Great Chain of Being (1936); for more background the history of evolutionary thought, see the University of California, Berkeley's site on this subject, [http://evolution.berkeley.edu/evolibrary/article/history_01](http://evolution.berkeley.edu/evolibrary/article/history_01).

[^340]: Jim Collins and Jerry I. Porras, "Built to Last," p. 154 (2011).

[^340-1]: Concepts as popularized by Richard Dawkins in, *The Selfish Gene*, Oxford University Press (1976).

[^341]: *I.e.*, as Karl Popper wrote, "[T]he doctrine of natural selection is a most successful metaphysical research programme," at p. 344 of, *Natural Selection and the Emergence of Mind, Dialectica*, 32:339-355 (1978).

[^342]: Jim Collins and Jerry I. Porras, "Built to Last," p. 83 (2011).

[^343]: Robert W. Galvin, *The Idea of Ideas*, pp. 165-- 166, Schaumburg, IL: Motorola University Press (1991); Jim Collins, Jerry I. Porras, "Built to Last" (2011).

[^344]: Jim Collins and Jerry I. Porras, "Built to Last," p. 84 (2011).

[^345]: William E. Boeing, founder of The Boeing Company, written in a bronze plaque on the wall of Boeing corporate headquarters.

[^346]: Peter Atterson, *Do I have the Right to Be?*, The Stone, New York Times (Jul. 5, 2014).

[^347]: This conception of *Lean fitness* aligns with *kin selection* and *selfish genes,* as proposed by Richard Dawkins, and is sympathetic to *group selection,* as proposed by E.O. Wilson. Wilson advocates viewing organisms' *fitness* to be naturally selected to further live and exist as being an additional layer of complexity supervening on top of kin selection. I categorize *Lean fitness* here as the promotion of consistent living systems and all that is necessarily associated with them by extension. By necessity, *Lean fitness* is thus susceptible to qualitative assessment by categorizing Lean systems at the group or individual level, and by amalgamating SLOTS into the hierarchy that composes individual humans as *super-organisms.* For some contemporary arguments around this discussion, see Richard Dawkins' review of E.O. Wilson's, *The Social Conquest of Earth*, WW Norton (2012) in his article in 'Prospect Magazine' here, *The Descent of Edward Wilson,* (May 24, 2012); and Wilson's response in that same article in, E.O. Wilson, *Evolution and Our Inner Conflict*, New York Times (Jun. 24, 2012); and E.O. Wilson, *The Riddle of the Human Species*, New York Times (Feb. 24, 2013) among the many academic opinions and papers and cited by both sides.

[^347-1]: This is a chain of autotrophs to heterotrophs; *see*, Vaclav Smil, *Energy: A Beginner's Guide*, pp. 7 and 29.

[^348]: Yuval Noah Harari, *Sapiens*, p. 335 (2014).

[^348-1]: *Ibid* p. 246, where Harari writes citing David Christian in *Maps of Time* (2011), "In 1500, humanity consumed about 13 trillion calories of energy per day. Today, we consume 1,500 trillion calories a day. (Take a second look at those figures –human population has increased fourteen-fold, production 240-fold, and energy consumption 115-fold)."

[^348-2]: This aligns with Merleau-Ponty's view of the waiter's good faith toward h/er occupation, but speaks against Jean-Paul Sarte's notion of the cafe waiter being in bad-faith just for doing h/er job of carrying a tray properly to further live and exist by making money meaningfully (which is the waiter's intended purpose) in, *Being and Nothingness* (1943).

[^348-3]: *See e.g.* Moisés Naím, *The End of Power: From Boardrooms to Battlefields and Churches to States, Why Being in Charge Isn't What It Used to Be*, Basic Books (2013), however of course, by *The End of Power* the author actually means, and would have more appropriately titled the book as, *The Decentralization of Power*, since the actual title taken literally violates the *First Law of Thermodynamics*.

[^349]: This enactment of reflexive meaning through intersubjectivity can be roughly equated with Jean-Paul Sarte's, "The Look and the Other," as describe in Part 3, Chapter 1 of his, *Being and Nothingness: An Essay on Phenomenological Ontology* (1943 in French).

[^349-1]: Ironically, though businesses deeply care about customers, they ultimately consider consumers fungible since corporations don't care who pays (so long as someone does).

[^350]: Natalie Thaïs Uomini, Georg Friedrich Meyer, Shared Brain, *Lateralization Patterns in Language and Acheulean Stone Tool Production: A Functional Transcranial Doppler Ultrasound Study*, DOI: 10.1371/journal.pone.0072693 (August 30, 2013); *see also*, Patricia M. Greenfield, *Language, Tools and Brain: The Ontogeny and Phylogeny of Hierarchically Organized Sequential Behavior*, Depament of Psychology, University of California at Los Angeles (1991).

[^351]: *See generally*, "Cephalization" in the Encyclopædia Britannica (2016).

[^354]: *See*, Michael Pollan, *The Intelligent Plant*, The New Yorker (Dec. 23, 2013); and the output of the *Society of Plant Signaling and Behavior*, such as, Francisco Calvo Garzón, *The Quest for Cognition in Plant Neurobiology*, 2(4): 208–211, Plant Signal Behav. (Jul.-Aug. 2007); *see also*, David Deutsch, *The Beginning of Infinity*, p. 130 (2001).

[^354-1]: *Daily Chart: Measuring a Progressive Society*, The Economist (Jul. 29, 2016), found at, http://www.economist.com/blogs/graphicdetail/2016/06/daily-chart-20 (last accessed Dec. 15, 2016).

[^355]: K.N.C. and A.C.M., *Progress on Progress, A Deliberately Non-Economic Measure of Well-Being*, The Economist (Apr. 8th 2014, 13:05), found at, http://www.economist.com/blogs/graphicdetail/2014/04/daily-chart-4 (last accessed Dec. 15, 2016).

[^355-1]: *See e.g.*, the same named awards started by Wendy Northcutt and found here http://www.darwinawards.com/ (last accessed 10-17-2015), which commemorate, "... individuals who protect our gene pool by making the ultimate sacrifice of their own lives."
 
[^355-1]: *See*, the same named awards started by Wendy Northcutt and found here http://www.darwinawards.com/ (last accessed 10-17-2015), which commemorate, "... individuals who protect our gene pool by making the ultimate sacrifice of their own lives. Darwin Award winners eliminate themselves in an extraordinarily idiotic manner, thereby improving our species' chances of long-term survival." 
[^355-1]: *See*, the same named awards started by Wendy Northcutt and found here http://www.darwinawards.com/ (last accessed 10-17-2015), which commemorate, "... individuals who protect our gene pool by making the ultimate sacrifice of their own lives. Darwin Award winners eliminate themselves in an extraordinarily idiotic manner, thereby improving our species' chances of long-term survival." 
[^355-1]: *See*, the same named awards started by Wendy Northcutt and found here http://www.darwinawards.com/ (last accessed 10-17-2015), which commemorate, "... individuals who protect our gene pool by making the ultimate sacrifice of their own lives. Darwin Award winners eliminate themselves in an extraordinarily idiotic manner, thereby improving our species' chances of long-term survival." 
[^355-1]: *See*, the same named awards started by Wendy Northcutt and found here http://www.darwinawards.com/ (last accessed 10-17-2015), which commemorate, "... individuals who protect our gene pool by making the ultimate sacrifice of their own lives. Darwin Award winners eliminate themselves in an extraordinarily idiotic manner, thereby improving our species' chances of long-term survival." 

[^356]: Susan C. Edwards and Stephen C. Pratt, *Rationality in Collective Decision-Making by Ant Colonies*, Proc. R. Soc. B (Jul. 22 2009); Balaji Prabhakar, Katherine N. Dektar, Deborah M. Gordon, *The Regulation of Ant Colony Foraging Activity without Spatial Information*, DOI: 10.1371/journal.pcbi.1002670 (Aug. 23, 2012); Deborah M. Gordon, *The rewards of restraint in the collective regulation of foraging by harvester ant colonies*, Nature 498, 91--93 doi:10.1038/nature12137 (Jun. 06 2013); Deborah Gordon, *The Emergent Genius of Ant Colonies*, TED2003 (Feb 2003).

[^358]: *See e.g.* *Global Optimization* defined in Wolfram Alpha [http://mathworld.wolfram.com/GlobalOptimization.html](http://mathworld.wolfram.com/GlobalOptimization.html) (last accessed Mar. 06, 2014).

[^359]: Robert Rosen, *Anticipatory Systems: Philosophical, Mathematical, and Methodological Foundations*, Pergamon Press (1985).

[^360]: U.S. Patent No. 8,615,473, Spiegel et al., (Dec. 24, 2013).

[^361]: Ray Dalio, *Principles* (2011). 

[^362]: Jim Collins, *Good to Great*, Kindle Loc. 3373-3375 (2011).

[^363]: Yuval Noah Harari, *Sapiens*, p. 46 (2014).

[^365]: For all such data, *see*, public/general references, and Yuval Noah Harari, *Sapiens* (2014); *see also*, Carrie Arnold, *Evolution is Slower Than It Looks and Faster Than You Think*, Wired Magazine (Mar. 26, 2017), regarding the changing scientific understanding of evolutionary time-scales.

[^366]: *Ibid*.

[^367]: *See generally*, M. Vogelsberger, S. Genel, V. Springel, P. Torrey, D. Sijacki, D. Xu, G. Snyder, S. Bird, D. Nelson & L. Hernquist, *Properties of Galaxies Reproduced by a Hydrodynamic Simulation*, Nature 509, 177–182 (May 08, 2014).

[^368]: In 1942, biologist Julian Huxley wrote a well-respected book titled, *Evolution: The Modern Synthesis*, The MIT Press (1942), which Massimo Pigliucci and Gerd B. Müller subsequently up-dated with, *Evolution: The Extended Synthesis*, The MIT Press (2010); This pair of books is much like much like Schrödenger's and Pross' companion, *What is Life?*, books discussed earlier. These evolutionary books written by these well-respected biologists document the complete range of modern methods through which organisms co-evolve by various means; *see also*, Ehud Lamm, *Review of: Julian Huxley, Evolution: The Modern Synthesis*, MIT Press, The Cohn Institute for the History and Philosophy of Sciences and Ideas, Tel Aviv University (2010).

[^371]: R.D. Sleator, *The Human Superorganism - of Microbes and Men*, 74(2):214-5. doi: 10.1016/j.mehy.2009.08.047, Med Hypotheses (Feb. 2010).

[^373]: You can also see this concept connected with the one of Autopoiesis discussed earlier as first articulated by Plato in the Symposium.

[^375]: *See generally*, E.O. Wilson, *The Social Conquest of Earth* (2013).

[^376]: Mietje Germonpréa, Mikhail V. Sablinb, Rhiannon E. Stevensc, Robert E.M. Hedgesd, Michael Hofreitere, Mathias Stillere, Viviane R. Desprése, *Fossil dogs and wolves from Palaeolithic sites in Belgium, the Ukraine and Russia: osteometry, ancient DNA and stable isotopes*, pp. 473--490, Volume 36, Issue 2, Journal of Archaeological Science (Feb. 2009).

[^377]: American Pet Products Association http://www.americanpetproducts.org/press_industrytrends.asp (accessed Jan. 7, 2015).

[^378]: US Department of Agriculture ERS Food Expenditure Series [http://www.ers.usda.gov/data-products/food-expenditures.aspx#26634](http://www.ers.usda.gov/data-products/food-expenditures.aspx#26634) (accessed Jan. 7, 2015).

[^379]: National Geographic Opinion, *We Didn't Domesticate Dogs. They Domesticated Us. Scientists Argue that Friendly Wolves Sought out Humans*, National Geographic (Mar. 2, 2013).

[^380]: A discussion of epiphenomenalism would be appropriate here but a bit too abstract for this text.

[^381]: As an example of some of these tests of self-awareness in animals, *see*, Robert Krulwich, *I Sniff, Therefore I Am. Are Dogs Self-Conscious?*, National Public Radio at NPR.org (Mar. 3, 2011), found here, http://www.npr.org/blogs/krulwich/2011/03/03/134167145/i-sniff-therefore-i-am-are-dogs-self-conscious (accessed Feb 2, 2012).

[^382]: *See generally*, Douglas R. Hofstadter in, *Gödel, Escher, Bach*, Basic Books (1999); Nicholas Humphrey, *Soul Dust: The Magic of Consciousness*, p. 40, Princeton University Press (2011).

[^383]: *See again*, Jean-Paul Sartre's "The Look and the Other" discussed in, *Being and Nothingness* (1943).

[^384]: Humphries calls it an *ipsundrum* or something like a *self-conundrum*, in Nicholas Humphrey, *Soul Dust*, p. 40 (2011); *see also*, Douglas R. Hofstadter, *Gödel, Escher, Bach*, p. p–2 (1999).

[^385-1]: Douglas Hofstadter, *Gödel, Escher, Bach: An Eternal Golden Braid*, p. 287 (1979).

[^385-2]: *E.g.* like Michel Foucault's disappearing man, when he writes, "[I]f those arrangements were to disappear as they appeared, if some event of which we can at the moment do no more than sense the possibility - without knowing either what its form will be or what it promises - were to cause them to crumble, as the ground of classical thought did, at the end of the eighteenth century, then one can certainly wager that man would be erased, like a face drawn in sand at the edge of the sea," in Michel Foucault, *The Order of Things: An Archaeology of the Human Sciences*, p. 387, New York, NY: Vintage Books (1973).

[^386]: Even within human evolution as a whole you see evidence of various lines of sapiens developing or ending, and populations increasing and shrinking, though we have now consolidated entirely to *Homo Sapiens Sapiens* with a single SLOT now leading to *Homo Deus*, *see*, Yuval Noah Harari, *Homo Deus: A Brief History of Tomorrow*, Harvill Secker (2016).

[^387]: Jim Collins, *Good to Great*, Kindle Loc. 3363-3364 (2011).

[^388]: *Mercedes-Benz" website regarding its brand, slogan and its 2020 growth strategy, *see*, [http://www.daimler.com/brands-and-products/our-brands/mercedes-benz-pass-cars](http://www.daimler.com/brands-and-products/our-brands/mercedes-benz-pass-cars) (last accessed on Oct. 16, 2016); you might hear echos from Martin Heidegger from the woods outside Stuttgart with this slogan.

[^388-1]: *Diamler AG* does not endorse this association; instead it describes its three sided north star as representing universal mobility across air, sea and land in, *The Meaning of the Mercedes-Benz Star*, www.mercedes-benz.tv (accessed Dec. 11, 2016).

[^389]: The Presence Perspective -- Phenomenology, Intentionality from Self-Organizing Systems -- explain how Western and Eastern philosophical systems moved beyond questions of why to how consumers exist without conclusively answering the deepest questions; i.e. the philosophical systems move beyond questions of existence with Buddha's unanswered questions to the how you exist, through Phenomenology.

[^389-1]: Or as Willard Van Oman Quine said, our theories, "...face the tribunal of sense-experience not individually but as a corporate body," in, *The Verification Theory and Reductionism* (1951); the faith you may have in logical positivism must be baptised in the holistic empiricism shared by all consumers.

[^390]: Hume's fork divides statements up into two types: (1) Statements that are are knowable *a priori* (i.e. they are knowable *sui generis* without further explanation) from which you may make deductions; and (2) Statements about the world that are contingent and only knowable *a posteriori* (i.e. they are knowable only because of evidence you have experienced), which are statements that can only be intuited, inferred or induced. In contemporary philosophy, these statements are referred to as analytic and synthetic propositions; for further reading *see* the Stanford Encyclopædia of Philosophy entry on, "Hume."

[^390-1]: *See*, Martin Buber, *I and Thou* (1923).

[^390-2]: Thus, *Takt* time is like the DC Comics® character, *Metron*, operating within the OM, by helping provide good product anywhere the universe demands it. Besides being the minimal unit of measure in classical Greek verse, *Metron*® is the supreme explorer, scientist and inventor of the *New Gods*. His mission is to unravel the mysteries of the universe.

[^390-3]: Friedrich Nietzsche, *Thus Spake Zarathustra: A Book for All and None* (1891).

[^391]: *See generally*, the three books, Edmund Husserl, *Ideas Pertaining to a Pure Phenomenology and to a Phenomenological Philosophy—First Book: General Introduction to a Pure Phenomenology*, trans. F. Kersten. The Hague: Nijhoff (1982); Edmund Husserl, *Ideas Pertaining to a Pure Phenomenology and to a Phenomenological Philosophy—Second Book: Studies in the Phenomenology of Constitution*, trans. R. Rojcewicz and A. Schuwer, Dordrecht: Kluwer (1989); and Edmund Husserl, *Ideas Pertaining to a Pure Phenomenology and to a Phenomenological Philosophy—Third Book: Phenomenology and the Foundations of the Sciences*, trans. T. E. Klein and W. E. Pohl, Dordrecht: Kluwer (1980).

[^392]: *See generally*, The Internet Encyclopædia of Philosophy entry on, "Phenomenological Reduction."

[^392-1]: *See again* Dr. Rick Turner and Dr. Russell Reeve, *Basic Biostats for Clinical Research - Confidence Intervals in Drug Development - An Overview of their Use and Interpretation*, p. 42, International Pharmaceutical Industry (Spring 2010).

[^392-2]: Heraclitus, *The Path of Investigations*, Para. 124, *The Paradoxical universe* (c. 535 BCE – 475 BCE), as found in, *The Complete Philosophical Fragments of Heraclitus*, by William Harris, Prof. Em. Middlebury College (2004).

[^393]: Phenomenology rejected the Platonic, Cartesian and other rationalist basis for philosophical investigation that had dominated philosophical discourse until the early 20th century, *see*, the Stanford Encyclopædia of Philosophy entry on "Phenomenology."

[^393-1]: Justin T. Mark , Brian B. Marion, Donald D. Hoffman, *Natural Selection and Veridical Perceptions*, Journal of Theoretical Biology (Accepted Jul. 24, 2010).

[^393-2]: Steve Jobs speaking at Apple Inc.'s Worldwide Developers Conference (WWDC) (Apr. 21, 1997).

[^394]: The concept of an *Empathy Map* was first proposed by Dave Gray of XPLANE Inc., and my graphic below loosely resembles one created by Alex Osterwalder for his book, *Value Proposition Design: How to Create Products and Services Customers Want*, along with co-authors lan Smith, Alexander Osterwalder, Gregory Bernarda, Trish Papadakos, and Yves Pigneur, and illustrators Anne B. Smith, Trish Papadakos, Wiley Press (2014).

[^395]: So, Phenomenology tends to examine life more from an *Idealistic* perspective akin to a presence perspective combined with the universal, which emphasizes the purely mental, *Solipsistic* perspective on existence and examining existence from what you experience, including those ideas you consider, as opposed to a process perspective that removes anything from being objective.

[^395-1]: Friedrich Nietzsche, *Beyond Good and Evil: Prelude to a Philosophy of the Future* (*Jenseits von Gut und Böse: Vorspiel einer Philosophie der Zukunft*) (1886).

[^396]: *See generally*, the Stanford Encyclopædia of Philosophy entry on, "Qualia."

[^396-1]: *See e.g.* for how sleep regulates emotion, and as further described below, how emotion regulates reason, Rosalind Dymond Cartwright, *The Twenty-four Hour Mind: The Role of Sleep and Dreaming in Our Emotional Lives*, Oxford University Press (Jun. 24, 2010).

[^397]: *See*, Martin Buber, *I and Thou* (1923); Sartre, *The Other,* and *The Look* in, *Being and Nothingness* (1943).

[^398]: As mentioned earlier, people's phenomenological perceptions are optimized to produce Ontological Realization but not to accurately reflect objective, Universal reality as it truly is; *see again* Justin T. Mark, Brian B. Marion, Donald D. Hoffman, *Natural Selection and Veridical Perceptions*, Journal of Theoretical Biology (Accepted Jul. 24, 2010). 

[^398-1]: Found at http://www.philosophy.com/purity-made-simple.html (last accessed Apr. 4, 2017).

[^399]: *See generally*, Sally Satel and Scott O. Lilienfeld, *Brainwashed: The Seductive Appeal of Mindless Neuroscience*, Basic Books (Jun. 4, 2013).

[^400]: Stephen Hawking and Leonard Mlodinow, *The Grand Design* (2010). 

[^401]: Yes, I mean Immanuel Kant's noumenon; it also means that it takes the latter branch of Hume's Fork by being *a posteriori* information.

[^401-1]: Douglas R. Hofstadter, *Gödel, Escher, Bach*, pp. p–709 (1999); Douglas Hofstadter, *I Am a Strange Loop*, Basic Books, Reprint edition (2008). 

[^401-2]: In fact, applying OCEAN psychoanalysis and other preference based psychometrics to the large datasets that consumers provide online and offline, you are increasingly able to micro-target their revealed preferences for commercial and political success; *see e.g.*, Von Hannes Grassegger and Mikael Krogerus, *Ich habe nur gezeigt, dass es die Bombe gibt*, Das Magazin N°48 – 3. (Dec. 2016).

[^402]: Douglas Hofstadter and Emmanuel Sander, *Surfaces and Essences: Analogy as the Fuel and Fire of Thinking*, p. 317, Basic Books (2013); Nicholas Humphrey, *Soul Dust: The Magic of Consciousness*, p. 6, (2011); Nicholas Humphrey, *A History of the Mind: Evolution and the Birth of Consciousness*, Kindle Loc. 756 (2012); and Ayn Rand has some interesting discussion of analogical abstractions in her objectivist epistemological philosophies in the *Introduction* and *Chapter 3: Abstraction from Abstractions,* within her book, *Objectivist Epistemology: Expanded Second Edition*, (particularly p. 19), Penguin Group US (1979).

[^404]:  Douglas Hofstadter and Emmanuel Sander, *Surfaces and Essences*, p. 189 (2013); Epiphemenological responses by merely C/AREing organisms could as well but consideration of them to this extent is outside the intended discussion.

[^404-1]: *I.e.*, the *Sapir-Whorf Hypothesis*; *see e.g.*, Benjamin Whorf, John B. Carroll, ed., *Language, Thought, and Reality: Selected Writings of Benjamin Lee Whorf*, MIT Press (1956), and Edward Sapir, and David G. Mandelbaum, ed., *Selected Writings of Edward Sapir in Language, Culture, and Personality*, University of California Press (1983). 

[^404-2]: *See*, Leland Whitney Crafts, Théodore Christian Schneirla, Elsa Elizabeth Robinson, and Ralph Wesley Gilbert, *Factors Influencing Perception and Memory*, in, *Recent Experiments in Psychology*, Ch. XXII (1938), where the authors wrote, *... if we spoke a different language we would perceive a somewhat different world.*

[^405]: For an interesting example of this account of linguistic positivism, see, *Dictionary of Untranslatables: A Philosophical Lexicon*, Edited by Barbara Cassin, Princeton University Press (2012), which demonstrates the slight differences in how customers classify and intersubjectively perceive objective reality.

[^405-1]: *See e.g.*, Deirdre Wilson, Dan Sperber, *Meaning and Relevance*, Cambridge University Press (Apr. 23, 2012).

[^406]: Duchamp titled this entire series of art tongue-in-cheek as *readymades.*

[^407]: Credit to Douglas Hofstadter, *I Am a Strange Loop*, (2008) for inspiring this example.

[^408]: John Lanchester, *Money Talks*, The New Yorker (Aug. 4, 2014).

[^409]: Alluding to Martin Buber's *I and Thou.*

[^410]: This is in approximate agreement with Daniel C. Dennett, *Darwin's Dangerous Idea*,  p. 322, Simon & Schuster (1995).

[^411]: *See generally*, Simon Sinek, *Start with Why: How Great Leaders Inspire Everyone to Take Action* (2009).

[^412-1]: As proposed by Peter Senge in, *The Fifth Discipline: The Art & Practice of the Learning Organization*,  Doubleday Business; 1st edition (1990).

[^412-2]: Not to be scatological, but when you consider the amount that people drink and urinate, this analogy between consumers and eddies in a stream can become quite literal.

[^413]: In other words, you want to avoid any anthropomorphic fallacies; *see*, the Stanford Encyclopædia of Philosophy entry on, "Turning Test."

[^414]: *See generally*, David Chalmers, *The Conscious Mind*, Oxford University Press (1996).

[^415]: *Ibid*.

[^415-1]: David Deutsch, *The Beginning of Infinity*, p. 155 (2011).

[^416]: In fact, recent research seems to have identified that 25 years old is the peak age at which consumers can think in random ways, *see*, Nicolas Gauvrit, Hector Zenil, Fernando Soler-Toscano, Jean-Paul Delahaye, Peter Brugger, *Human behavioral complexity peaks at age 25*, Journal for the International Society of Computational Biology (PLOS) (Apr. 13, 2017).

[^416-1]: *See e.g.*, Nicolas Carr, *Why Robots Will Always Need Us*, New York Times Opinion (May 20, 2015); and Nicolas Carr, *The Glass Cage: Automation and Us*, W. W. Norton & Company (2014).

[^416-2]: Heri Bergson, *Creative Evolution*, Ch. IV, 276, in, *The Cinematographical Mechanism of Thought and the Mechanistic Illusion --- A Glance at the History of Systems --- Real Becoming and False Evolutionism* (1911).

[^416-3]: *See*, Craig Trudell, Yuki Hagiwara, Jie Ma, *Humans Replacing Robots Herald Toyota’s Vision of Future*, Bloomberg News (Apr. 7, 2014).

[^417]: Of course, as earlier hinted at, I also use Ought because it has a bit of a moral tinge to it, which will apply shortly in discussing the synthesis of Hume's *Is-Ought* problem.

[^418]: Per the Stanford Encyclopædia of Philosophy entry on, "Schopenhauer," "Among 19th century philosophers, Arthur Schopenhauer was among the first to contend that at its core, the universe is not a rational place," (accessed Jun. 12, 2016); other scholars noting the general circularity inherent in existence include as discussed, Hofstadter in *Gödel, Escher, Bach*, and the corresponding Gödel's incompleteness theory that no mathematical or logical system could ever be self-defining.

[^419]: Vlad Chituc and Paul Henne, *The Data Against Kant*, Grey Matter, New York Times (Feb. 19, 2016).

[^419-1]: Marcus Aurelius, *The Meditations of Marcus Aurelius*, p. 56, Wisehouse (~175 CE).

[^420]: In reference to, David Foster Wallace, *Infinite Jest*, Back Bay Books, 10 Anv. edition (Nov. 13, 2006). David Foster Wallace sadly committed suicide on September 12, 2008 and became NOT, but hopefully he is now truly *Beyond the Ought*.

[^420-1]: *See*, the Infiniti® website at, http://www.infiniti.com/us/stories/our_history.html# (accessed Mar. 11, 2016).

[^420-2]: To be fully universalized is to be empty of factual content like *Hilbert Axioms*, *see*, Colin Howson and Peter Urbach, *Scientific Reasoning: A Bayesian Approach*, p. 79, *Open Court 3rd Ed.* (2005).

[^420-2-1]: Friedrich Nietzsche, *Thus Spake Zarathurstra*, First Part, Zarathustra's Prologue, Section 5 (1891).

[^420-2-2]: Friedrich Nietzsche, *Beyond Good and Evil*, Part VII - Aphorism # 225 (1886).

[^420-3]: David Deutsch, *The Beginning of Infinity*, p. 65 (2011).

[^420-4]: Stephen Mitchell, *Tao Te Ching*, p. 24, HarperCollins (~4th Century BCE; translated 2009).

[^420-5]: As cited earlier on this point, *see*, Yuval Noah Harari, *Sapiens*, pp. 222, 242 (2014).

[^420-6]: *Ibid* at 91 where Harari discusses how religion fed domestication, and at p. 210 where Harari writes, "Yet, in fact, religion has been the third great unifier of humankind, alongside money and empires... First, [religion] must espouse a universal superhuman order that is true always and everywhere. Second, [religion] must insist on spreading this belief to everyone."

[^421]: David Deutsch, *The Beginning of Infinity*, p. 50 (2011).

[^422]: *Are Companies that Value Employees More Successful?*, CBS News (Aug. 13, 2014) last found at, http://www.cbsnews.com/news/are-companies-that-value-employees-more-successful/2/.

[^423]: Thus "ME/ARE" relates to notions of "Enactivism."

[^424]: By this I mean the modern meaning of Existentialism originating in the 1940s and 1950s.

[^424-1]: Jean-Paul Sarte, *Existentialism is Humanism* (*L'existentialisme est un humanisme*), p. 28, (1946). I obviously slightly modified this quote to make it gender neutral by using Customers as the pronoun and have it lean philosophically.

[^425]: *See*, David Deutsch, *The Beginning of Infinity*, p. 359, where he says, "Because we are universal explainers, we are not simply obeying our genes," which notion naturally gets reinforced now that we are able to edit our genes and determine our future ontology as a species.

[^426]: Or as stated by John Locke in *Book III*, *Essay Concerning Human Understanding*, Ch. 6, Para. 4., "[N]othing essential to individuals. That essence, in the ordinary use of the word, relates to sorts, and that it is considered in particular beings no further than as they are ranked into sorts, appears from hence: that, take but away the abstract ideas by which you sort individuals, and rank them under common names, and then the thought of anything essential to any of them instantly vanishes: you have no notion of the one without the other, which plainly shows their relation."

[^426-1]: As proposed by Iris Murdoch when she said, *... a moral philosophy must be inhabited...* as she and many other philosophers did through fiction, *see*, Anne Rowe, *Iris Murdoch: A Reassessment*, Hampshire: Palgrave Macmillan (2007).

[^427]: *See generally*, the Stanford Encyclopædia of Philosophy entry on, "Existentialism."

[^428]: *Ibid*, where the Stanford Encyclopædia of Philosophy says, "...human existence can be adequately explained in terms of the fundamental physical constituents of the universe. Existentialism does not deny the validity of the basic categories of physics, biology, psychology, and the other sciences (categories such as matter, causality, force, function, organism, development, motivation, and so on). It claims only that human beings cannot be fully understood in terms of them" (accessed Jul. 13, 2013). 

[^429]: For the source and general background of this, I recommend, William Barrett, *Irrational Man: A Study in Existential Philosophy*, Kindle Loc. 4533, Anchor Books/Doubleday (1990).

[^431]: As Robert Wicks in the Stanford Encyclopædia of Philosophy says, "[F]or Schopenhauer, this is not the principle of self-consciousness and rationally-infused will, but is rather what he simply calls 'Will' --- a mindless, aimless, non-rational urge at the foundation of our instinctual drives, and at the foundational being of everything. Schopenhauer's originality does not reside in his characterization of the world as Will, or as act --- for you encounter this position in Fichte's philosophy --- but in the conception of Will as being devoid of rationality or intellect" (accessed Dec. 4, 2012).

[^432]: *Ibid*.

[^433]: Arthur Schopenhauer, *The World as Will and Representation* (1818); Nicolus Humphrey, *Soul Dust* (2011).

[^435]: William Barret, *Irrational Man*, p. 197 (1958).

[^436]: *Ibid.*

[^437]: Arnold Schwarzenegger, *Arnold: Education of a Bodybuilder*, p. 112, Simon & Schuster (1977).

[^438]: Sigmund Freud, *Beyond the Pleasure Principle* (1922).

[^439]: William Barret, *Irrational Man* p. 199 (1958).

[^439-1]: Or most specifically for me, Søren Kierkegaard's psuedonym *Johannes de Silentio* (John of the Silence) in, *Fear and Trembling* (1849), where his levels of dispair may be seen as a binary inversion of the, *Will to Meaning*.

[^440]: Viktor Frankl, *Man's Search for Meaning*, Beacon Press (1946); Viktor Frankl, *The Will to Meaning: Foundations and Applications of Logotherapy*, New American Library, (1988).

[^441-1]: Friedrich Nietzsche, Will to Power, p. 658 (1885).

[^441-2]: William Barret, *Irrational Man*, p. 200 (1958). 

[^442]: *See*, for some further discussion the remarks of Keith DeRose, a professor of philosophy at Yale University, at *The Case for Contextualism: Knowledge, Skepticism, and Context*, Oxford University Press; Reprint edition (2011); and *Why Take a Stance on God?*, The Opinionator, New York Times (Sep. 18, 2014).

[^442-1]: Interview in *U.S. News and World Report* (October 27, 1986).

[^443]: *See*, Yuval Noah Harari, *Sapiens*, p. 206 (2014) in discussing the challenge of cultural inheritance adopted by force.

[^444]: WE/ARE also represents notions of multi-level group selection in evolution such as that proposed by E.O. Wilson.

[^445]: As applicable to those concepts proposed by Daniel Kahneman in *Thinking, Fast and Slow*, p. 14 (2011).

[^445-1]: Stated another way, although factual evidence and moral maxims are logically independent, factual and moral explanations are not, which is why we are ethically intertwined within the OT; *see*, David Deutsch, *The Beginning of Infinity*, p. 120 (2011).

[^446]: Jim Collins, *Good to Great*, Kindle Loc. 3387-3388 (2011).

[^446-1]: *See for further discussion*, David Deutsch, *The Beginning of Infinity*, p. 59 (2011).

[^447]: Michael Specter, *The Gene Factory*, p. 34, The New Yorker, (Jan. 6, 2014).

[^447-1]: *See generally*, J. Mokyr and F. Scherer, *Twenty five centuries of technological change: an historical survey*, Vol. 35, Routledge (1990); *see also*, Kenneth Stanley, Joel Lehman, *Why Greatness Cannot Be Planned: The Myth of the Objective*, Springer International Publishing (2015). 

[^448]: You might consider the Universalization of our Will to Exist a form of *poiesis,* which as described by Robert Cavalier commenting on Plato's recollection of Socrates's story of the high priestess Diotima in *The Symposium, The Effects of Eros* (204d --- 212a), poiesis is, "... how mortals strive for immortality. In all begetting and bringing forth upon the beautiful there is a kind of making or poiesis ("poetry" in the wide sense of "creating"). In this genesis (GREEK) there is a movement beyond the temporal cycle of birth and decay (207d). Such a movement can occur in three kinds of poiesis: (1) Natural poiesis through sexual procreation, (2) poiesis in the city through the attainment of heroic fame and finally, and (3) poiesis in the soul through the cultivation of virtue and knowledge," found at http://caae.phil.cmu.edu/Cavalier/80250/Plato/Symposium/Sym2.html (last accessed Dec. 16, 2016); *see also*, Allen Parson at his blog, *Praxis and Poiesis*, who writes, "These differences mean that poiesis relies on a kind of knowledge that Aristotle termed techne, or expertise, while praxis relies on a kind of knowledge he termed phronesis, or practical wisdom" (accessed Apr. 23, 2014).

[^449]: Jan Narveson, *Silverstein on Egoism and Universalizability*, Australasian Journal of Philosophy, Vol. 47, Iss. 3, (1969); and, Harry S. Silverstein, *Assenting to Ought Judgments*, Noûs, pp. 159-182, Vol. 17, No. 2, Wiley (May, 1983).

[^450]: I mean Ought Factors in this way as a form of phenomenological reductionism.

[^451]: This thus may be viewed as a form of naturalistic ethics, but for recognizing what is *beyond existence,* making it a morally quasi-realist argument in the context in which I describe it and an attempt to collapse Hume's *Is-Ought* problem through an Ontological Teleology leading to a D/Ontological ethical goal of *Universality* of supervening consciousness through U/ARE processes; *see*, John Searle, *How to Derive Ought from Is,* pp. 43-58, The Philosophical Review, Vol. 73, No. 1 (Jan. 1964); for other thinkers along these lines, *see*, Oliver Curry, *Who's Afraid of the Naturalistic Fallacy?*, pp. 234-247, Evolutionary Psychology, Centre Research Associate, Centre for Philosophy of Natural and Social Science, London School of, Economics (2006).

[^452]: And to be clear, this is not an appeal to nature -- synthetics are just fine - but an appeal toward Ontological Realization through U/ARE processes toward a hypothetical Universalization. For further support, *see generally*, Sam Harris, *Moral Confusion in the Name of "Science", huffingtonpost.com (29 March 2010); Sam Harris, *Science Can Answer Moral Questions*, TED2010 (22 March 2010); and Ralph McInerny, *Ethica Thomistica*, Chp. 3, Cua Press (1982).

[^453]: *See generally*, the Stanford Encyclopædia of Philosophy entry on, "Reflection of Kantian Ethics."

[^453-1]: David Deutsch, *The Beginning of Infinity*, pp. 18, 62, 65 (2011). 

[^453-2]: *See generally*, Eliyahu M. Goldratt and Jeff Cox, *The Goal: A Process of Ongoing Improvement*, North River Press; 30th Anniversary Edition edition (Jun. 1, 2014).

[^454]: Guillaume Aubrun, Stanislaw J. Szarek, Deping Ye, *Entanglement Thresholds for Random Induced States*, v3, arXiv.org (Oct. 15, 2012).

[^455]: The application of these rules varies by type of legal system of course, with strictly codified, civil law based societies following a stricter, rule-based D/Ontological ethical process, while common law jurisdictions satisfy in Utilitarian fashion to a greater degree than just nuances in the codification by applying the D/Ontological laws to specific facts during trial and in judgment.

[^456]: [http://www.ge.com](http://www.ge.com).

[^457]: On a physical basis, this Universalization process relates to current scientismic speculation regarding our role on a physical, chemical and systemic basis of bringing the universe toward greater equilibrium by our increasing quantum entanglement through our actions; for more on this, *see e.g.*, Natalie Wolchover, *Time’s Arrow Traced to Quantum Source*, Quanta Magazine (Apr. 16, 2014) particularly regarding the work of Seth Lloyd.

[^457-1]: David Deutsch, *Beginning of Infinity*, p. 122 (2011).

[^458]: The pursuit of OPPs thus may be compared to *quasi-realism* in the sense that it is non-relativistic in relation to what is Ontologically Realized within the OM and relativistic in the recognition that no one axiomatically and systemically knows what is *Nought inside the IB*, or what is BOT.

[^459]: This notion is supported by current scientismic speculation regarding quantum entanglement, which I referred to above, and more particularly, by Seth Lloyd, *Black Holes, Demons and the Loss of Coherence: How Complex Systems Get Information, and What They Do With It*, Ph.D. Thesis, Theoretical Physics, The Rockefeller University (April 1, 1988); *see also*, Artur S.L. Malabarba, Luis Pedro García-Pintos, Noah Linden, Terence C. Farrelly, Anthony J. Short, *Quantum Systems Equilibrate Rapidly for Most Observables*, v2, arXiv.org (Aug. 29, 2014); Anthony J Short and Terence C Farrelly, *Quantum Equilibration in Finite Time*, New J. Phys. 14 013063 doi:10.1088/1367-2630/14/1/013063 (2012); Noah Linden, Sandu Popescu, Anthony J. Short, and Andreas Winter, *Quantum Mechanical Evolution Towards Thermal Equilibrium*, Phys. Rev. E 79, 061103 (Jun. 4, 2009); and Sean Carroll, *From Eternity to Here: The Quest for the Ultimate Theory of Time*, Plume (2010).

[^459-1]: David Deutsch, *The Beginning of Infinity*, p. 1 (2011).

[^460]: Except if you were in the life-settlement financing business of course.

[^460-1]: You might equate this Ought/NOT tension with Kierkegaardian existential angst, though Søren Kierkegaard would disagree that its resolution is to throw oneself into work.

[^461]: This can be loosely related to Daniel Kahneman's remembering and experiencing selves described in his concept of *Two Selves,* Daniel Kahneman, *Thinking, Fast and Slow* p. 376 (2011); or as discussed by Saint Augustine in 397 C.E., "What is by now evident and clear is that neither future nor past exists, and it is inexact language to speak of three times--- past, present, and future. Perhaps it would be exact to say: there are three times, a present of things past, a present of things present, a present of things to come. In the soul there are these three aspects of time, and I do not see them anywhere else. The present considering the past is memory, the present considering the present is immediate awareness, the present considering the future is expectation," Book XI, Confessions of St. Augustine, Translated 2002 by E. B. Pusey (Edward Bouverie) (397 C.E.).

[^462]: This type of qualitative hedonism is further described by the Stanford Encyclopædia of Philosophy entry on, "Consequentialism."

[^463]: *Ibid*.

[^464]: © 2015 Coca-Cola Company (Fair Use) [http://us.coca-cola.com/happiness/](http://us.coca-cola.com/happiness/) (accessed 01/21/2015).

[^465]: *Ibid*.

[^466]: *Ibid*.

[^466-1]: In biological terms, this is a form of hedonism, which per Harari in, *Sapiens*, p. 110 (2014), is enshrined in the *U.S. Declaration of Independence* as, "... the pursuit of Happiness."

[^466-2]: *Ibid* p. 382.

[^467]: *See*, the Stanford Encyclopædia of Philosophy entry on, "Moral Perfectionism."

[^469]:  *Theme Index and Museum Index: The Global Attractions Attendance Report*, p. 9, Themed Entertainment Association / AECOM (2016).

[^470]: For a good business article on this, see Don Moyer, *Satisficing*, Harvard Business Review, (April 2007).

[^471]: *See further*, George A. Miller, *The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for processing Information*, pp. 81-- 97, Vol. 63, No. 2, Psychological Review (1956).

[^472]: *See again* the Stanford Encyclopædia of Philosophy entry on, "Consequentialism."

[^473]: Brian Skyrms in his book, *Evolution of the Social Contract*, Cambridge University Press (1996), notes, "[I]n a finite population, in a finite time, where there is some random element in evolution, some reasonable amount of divisibility of the good and some correlation, we can say that it is likely that something close to share and share alike should evolve in dividing-the-cake situations. This is, perhaps, a beginning of an explanation of the origin of our concept of justice"; as also noted by the Stanford Encyclopædia of Philosophy entry on, "Evolutionary Games" (accessed Jun. 15, 2014).

[^474]: *See generally*, Neil Haddow, *Torward a Logically Consistent Kind of Ethical Egoism*, Ph.D. Dissertation, University of Waterloo (Sep. 6, 2000).

[^475]: Thomas J. Peters (Author), Robert H. Waterman, *In Search of Excellence: Lessons from America's Best-Run Companies*, Harper and Row (1982).

[^476]: *See generally*, Jim Collins, *Good to Great* (2001).

[^477]: *See generally*, Jim Collins and Jerry Porras, "Built to Last" (2011).

[^477-1]: *See*, Martin Buber, *I and Thou* (1923).

[^478]: For other factors of economic choice, see Reiskamp J., J. R. Busemeyer, and B.A. Mellers, *Extending the Bounds of Rationality: Evidence and Theories in Preferential Choice*, pp. 631-661, Journal of Economic Literature 44(3) (2006).

[^479]: This concept relates to Edward Wilson's work on kin-selection theories; *See*, Natasha Gilbert, *Altruism can be explained by natural selection*, Nature (April 27, 2010); and Martin A. Nowak, Corina E. Tarnita & Edward O. Wilson, *The Evolution of Eusociality*, pp. 1057--1062, 466, doi:10.1038/nature09205, Nature (May 26, 2010).

[^480]: *See generally*, Friedrich Nietzsche, *Thus Spake Zarathustra: A Book for All and None* (1891).

[^480-1]: David Deutsch, *The Beginning of Infinity*, p. 212 (2011).

[^480-2]: *Ibid*.

[^481]: *Google Inc.'s* Code of Corporate Conduct (before reorganizing as *Alphabet Inc.*) [http://investor.google.com/corporate/code-of-conduct.html](http://investor.google.com/corporate/code-of-conduct.html) (accessed 2014-09-02, now redirected to https://abc.xyz/investor/index.html).

[^481-1]: David Deutsch, *The Beginning of Infinity*, p. 196 (2011); and Karl Popper, *The Myth of the Framework:  In Defence of Science and Rationality*, Taylor and Francis (1994) wherein he says, "It is our duty to remain optimists," at Kindle Loc. 115.

[^481-2]: David Deutsch, *The Beginning of Infinity*, at *Introduction* (2011).

[^482]: *See*, Prescott, Ron Everett, Ph.D., *Applying Prospect Theory to Moral Decision-making: The Heuristic Biases of Moral Decision-making Under Risk*, Walden University (2012); Chris Guthrie, *Prospect Theory, Risk Preference, and the Law*, Northwestern University Law Review, Vol. 97, No. 3 (Oct. 31, 2002); Davis G. Yee, *The Prospects of Applying Cumulative Prospect Theory to Analyze Attorney Behavior and the Model Rules of Professional Conduct*, University of San Francisco (2007).

[^483]: Peter Singer, *Practical Ethics, Third Edition*, pp. 202--3, Cambridge University Press (2011).

[^484]: *See generally*, Amos Tversky and Daniel Kahneman, *Availability Heuristic*, p. 207-232, Vol. 4, Cognitive Psychology (1973).

[^484-1]: In the terminology of the *Starfleet*, *Kobayashi Maru*, means a test without resolution. In Japanese, *Kobayashi Maru* means a small circle of trees since *Kobayashi* means a group of trees and *Maru* means a circle. *Maru* is also appended to the names of ships to indicate the circular voyage they always take to and from their home ports.  

[^485]: © Paramount Pictures Corporation, *Star Trek II: Wrath of Kahn* (1982).

[^486]: The concept of *free will* equates with degrees of freedom of our Will to Exist. 

[^487]: For some of the academic analysis done in this area, *see*, Ethan Cohen-Cole, Steven Durlauf, Jeffrey Fagan, Daniel Nagin, *Reevaluating the Deterrent Effect of Capital Punishment: Model and Data Uncertainty*, Report to the U.S. Dept. of Justice, Doc. 216548 (Dec. 2006).

[^488]: For a counter example, *see*, Li Hui and Ben Blanchard, *China to end use of prisoners' organs for transplants in mid-2014*, Reuters (Nov. 2, 2013).

[^489]: *See e.g.*, the work of, *Doctors Against Forced Organ Harvesting* at [https://www.dafoh.org/](https://www.dafoh.org/) (accessed Nov. 13, 2015).

[^489-1]: Though self-driving cars may send this problem through the roof. This problem can too be solved with profitable innovation.

[^490]: From Disney training script in Jim Collins and Jerry Porras, "Built to Last," p. 128 (2011).

[^490-1-1]: Daniel Kahneman, *Thinking, Fast and Slow* (2011).

[^490-1]: From Disney training script in Jim Collins and Jerry Porras, "Built to Last," p. 77 (2011).

[^490-2]: Elie Wiesel, *A Visit to the Wonderful Disneyland*, The Forverts (1957), with further credit to Menachem Butler, *Elie Wiesel Visits Disneyland*, Tablet Magazine (Jun. 27, 2016).

[^490-3]: David Deutsch, *The Beginning of Infinity*, p. 318 (2011).

[^491]: ©1963 Wonderland Music Company (Fair Use).

[^492]: Antonio Damasio, *Looking for Spinoza*, Harvest (2003).

[^493]: The concept is "Embodied Cognition" as described in the Stanford Encyclopædia of Philosophy entry on the subject; and as described by Daniel Kahneman in, *Thinking, Fast and Slow* (2011); the head movement study was conducted by Jens Förster as described in, *How Body Feedback Influences Consumers' Evaluation of Products*, pp. 416--426, International University Bremen, Journal of Consumer Psychology (2004).

[^494]: *See*, Alva Noë, *Varieties of Presence*, Harvard University Press (Apr. 11, 2012).

[^495]: See Francisco J. Varela, Evan T. Thompson, and Eleanor Rosch, *The Embodied Mind: Cognitive Science and Human Experience*, The MIT Press (1992); Daniel D. Hutto and Erik Myin, *Radicalizing Enactivism*, The MIT Press (2012).

[^496]: *See*, A. Glenberg, D. Havas, R. Becker & M. Rinck, *Grounding language in bodily states: the case for emotion*, Cambridge University Press (2010).

[^497]: This concept relates to the 4 E's of cognition, enactivist, embodied, embedded and extended aspects of cognition in, *Introduction to Special Issue on 4E Cognition: Embodied, Embedded, Enacted, Extended*, Richard Menary, ed. Phenomenology and the Cognitive Sciences (Nov. 24, 2010).

[^498]: As discussed in, S. Drabant, J. Tömlo, M. Tóth, E. Péterfai, I. Klebovich, *The Cognitive Effect of Alprazolam in Healthy Volunteers*, 76(1):25-31, Acta Pharm Hung. (2006); *see also*, *Selling Prozac as the Life-Enhancing Cure for Mental Woes*, New York Times (Sep. 21, 2014); for another study with similar conclusions, *see*, Dominik Mischkowski, Jennifer Crocker, Baldwin M. Way, *From Painkiller to Empathy Killer: Acetaminophen (Paracetamol) Reduces Empathy for Pain*, National Institutes of Health, Soc Cogn Affect Neurosci (2016).

[^499]: *See generally*, *Cortisol Shifts Financial Risk Preferences*, doi:10.1073/pnas.1317908111, PNAS.org (Feb. 18, 2014).

[^500]: Danckert Merrifield, *Characterizing the Psychophysiological Signature of Boredom*, Exp Brain Res., 232(2):481-91. doi: 10.1007/s00221-013-3755-2 (Feb. 2014); *see also*, Alina Tugend, *The Contrarians on Stress: It Can Be Good for You*, New York Times (Oct. 3, 2010).

[^501]: Shanto Iyengar and Sean J. Westwood, *Fear and Loathing Across Party Lines: New Evidence on Group Polarization*, Stanford University, Department of Communication (Jun. 2014); *see also*, Cass Sunstein, "Partyism' Now Trumps Racism*, Bloomberg View (Sep. 22, 2014).

[^502]: *See e.g.*, the work of popular motivational psychologists like Tony Robbins' and Daniel Pink's classification of fundamental human needs, such as Tony Robbins' *The Six Human Needs*, which he classifies as: 1. *Certainty*: assurance you can avoid pain and gain pleasure; 2. *Uncertainty/Variety*: the need for the unknown, change, new stimuli; 3. *Significance*: feeling unique, important, special or needed; 4. *Connection/Love*: a strong feeling of closeness or union with someone or something; 5. *Growth*: an expansion of capacity, capability or understanding; 6. Contribution: a sense of service and focus on helping, giving to and supporting others; *see also*, Daniel Pink, *Drive: The Surprising Truth About What Motivates Us*, Penguin Group US (2009), and Pink's factors of motivation in the workplace, being *Autonomy*, *Mastery*, and *Purpose*, which he largely derives by reformulating SDT's motivational factor's of *Competence*, *Relatedness* and *Autonomy*, with Autonomy being same-named, *Mastery* substituting for *Competence*, but *Purpose* replacing SDT's *Relatedness*. I address *Autonomy* and *Mastery* below, and as you well know now, *Purpose* is simply the teleological goal of Meaning, which in the context of Leanism, is Ontologically Teleological plus consumers' intuitive speculation toward that same goal. I do appreciate Pink's suggestion of *Relatedness* as a motivational factor critical to customers' Ontological Realization as you will see below, and as affirmed by *Attachment Theory*.

[^504]: Abraham H. Maslow, *A Theory of Human Motivation*, p. 383, Brooklyn College, Psychological Review, Vol. 50, No. 4. (1943).

[^505]: *Ibid* at p. 384.

[^506]: *Ibid* at p. 385.

[^506-1]: Andy Bull, *Usain Bolt joins the immortals just as the cracks begin to appear*, The Guardian (Aug. 19, 2016).

[^507]: Abraham H. Maslow, *Toward a Psychology of Being*, p. 75, Wilder Publications, Inc. (1962); *see generally*, Abraham H. Maslow, *Religions, Values, and Peak Experiences*, Penguin Books Limited (1964).

[^508]: Abraham H. Maslow, *Toward a Psychology of Being*, p. 34 (1962). 

[^509]: Mihaly Csikszentmihalyi, *Flow:  The Psychology of Optimal Experience*, p. 72, HarperCollins (1990).

[^510]: *See generally*, Abraham H. Maslow, *A Theory of Human Motivation*, pp. 370-396, Psychological Review, 50 (1943).

[^511]: As Maslow wrote at p. 376 in, *A Theory of Human Motivation* (1943), in regards to Safety Needs, "[T]he organism may equally well be wholly dominated by them."

[^511-1]: Interestingly, neo-Darwinain evolutionary theory and the philosophical usage of the term 'Supervenience' were coming into academic vogue around the same time that Maslow wrote, *A Theory of Human Motivation*; *see*, The Stanford Encyclopædia of Philosophy entry on, 'Supervenience.' 

[^512]: As Maslow wrote at p. 370 in, *A Theory of Human Motivation* (1943), "[H]uman needs arrange themselves in hierarchies of pre-potency. That is to say, the appearance of one need usually rests on the prior satisfaction of another, more pre-potent need."

[^513]: M. A. Wahba, & L. G. Bridwell, *Maslow Reconsidered: A Review of Research on the Need Hierarchy Theory*, 15(2), 212--240, doi: 10.1016/0030-5073(76)90038-6, Organizational Behavior and Human Performance (1976); Louis Tay, Ed Diener, *Personality, Processes and Individual Differences, Needs and Subjective Well-Being Around the World*, pp. 354 --365, Vol. 101, No. 2, Journal of Personality and Social Psychology (2011).

[^514]: M. A. Wahba, & L. G. Bridwell, *Maslow Reconsidered* (1976).

[^515]: F. Goble, *The Third Force: The Psychology of Abraham Maslow*, pp. 62, Maurice Bassett Publishing (1970).

[^516]: *See*, the *Careers in Theory* blog by the University of London, and its article, *How many needs?* (Oct. 6, 2011), found at, https://careersintheory.wordpress.com/2011/10/06/how-many-needs/ (last accessed Dec. 17, 2016).

[^518]: *See generally*, Henry Murray, *Explorations in Personality*, Oxford University Press (1938).

[^519]: *See generally*,  David C. McClelland, *Motives, Personality and Society: Selected Papers*, Praeger Publishers Inc. (Oct. 1984).

[^520]: *See generally*, Manfred A. Max-Neef with Antonio Elizalde, Martin Hopenhayn, *Human Scale Development: Conception, Application and Further Reflections*, p. 18, Ch. 2., *Development and Human Needs*, New York: Apex (1989).

[^521]: *Ibid*; Hans Villarica, *Maslow 2.0: A New and Improved Recipe for Happiness*, Atlantic Monthly (Aug. 17, 2011).

[^522]: Paul Lawrence, *Driven: How Human Nature Shapes Our Choices*, Jossey-Bass (2002); *see also*, *Big Think Interview with Paul Lawrence*, video found at [http://bigthink.com/videos/big-think-interview-with-paul-lawrence](http://bigthink.com/videos/big-think-interview-with-paul-lawrence) (last accessed Dec. 17, 2016).

[^523]: *Ibid*.

[^524]: *See*, Lawrence S. Krieger, Kennon M. Sheldon, *What Makes Lawyers Happy? Transcending the Anecdotes with Data from 6200 Lawyers*, Florida State University College of Law, Public Law Research Paper No. 667 SSRN (Feb. 20, 2014).

[^524-1]: Edward L. Deci and Richard M. Ryan, *Self-Determination Theory: A Macrotheory of Human Motivation, Development, and Health*, Canadian Psychology/Psychologie Canadienne 49, no. 3: 182–85, doi:10.1037/a0012801 (2008).

[^525]: *See e.g.*, Jeffry A. Simpson, Jay Cassidy, Jude Belsky (Ed.), Phillip R. Shaver (Ed.), *Attachment Theory Within a Modern Evolutionary Framework*, pp. 131-157, Handbook of Attachment: Theory, Research, and Clinical Applications, 2nd ed., Guilford Press (2008).

[^528]: *See generally*, Douglas Hofstadter and Emmanuel Sander, *Surfaces and Essences: Analogy as the Fuel and Fire of Thinking*,  Basic Books (2013).

[^528-1]: As Maslow himself wrote, "[L]ists of drives will get us nowhere for various theoretical and practical reasons," at p. 370 in, *A Theory of Human Motivation* (1943). 

[^528-2]: As Maslow himself wrote, "[N]o need or drive can be treated as if it were isolated or discrete; every drive is related to the state of satisfaction or dissatisfaction of other drives," at p. 370 in, *A Theory of Human Motivation* (1943). 

[^529]: For support for external influence on genetics, *see*, Nadine Provençal et al., *The Signature of Maternal Rearing in the Methylome in Rhesus Macaque Prefrontal Cortex and T Cells*, The Journal of Neuroscience, 32(44): 15626-15642; doi: 10.1523/JNEUROSCI.1470-12.2012 (Oct. 31 2012).

[^530]: Judith Shulevitz, *The Science of Loneliness: How Isolation Can Kill You*, The New Republic (May 13, 2013); John T. Cacioppo & Louise C. Hawkley, *Loneliness Matters: A Theoretical and Empirical Review of Consequences and Mechanisms*, Ann Behav Med., 40(2): 10.1007/s12160-010-9210-8 (Oct. 2010); John T. Cacioppo, William Patrick, *Loneliness: Human Nature and the Need for Social Connection*, W. W. Norton & Company (2009).

[^531]: R.I.M. Dunbar, *Neocortex size as a constraint on group size in primates*, pp. 469-493, Volume 22, Issue 6, Journal of Human Evolution doi:10.1016/0047-2484(92)90081-J (Jun. 1992); R.I.M. Dunbar, R.A. Hill, *Social network size in humans*, Human Nature 14: 53 (2003).

[^534]: *See e.g.*, David A. Raichlena, et. al., *Evidence of Lévy Walk Foraging Patterns in Human Hunter--Gatherers*, pp. 728--733, PNAS, Vol. 111, No. 2, doi: 10.1073/pnas.1318616111 (Jan. 14, 2014); Gretchen Reynolds, *Navigating Our World Like Birds and Bees*, New York Times (Jan. 1, 2014).

[^535]: *See generally*, F. Heider, *The Psychology of Interpersonal Relations*, Wiley (1958); B. Weiner, *Achievement motivation and attribution theory*, Morristown, N.J.: General Learning Press (1974); B. Weiner, *Human Motivation*, NY: Holt, Rinehart & Winston (1980); J.H. Harvey & G. Weary, *Attribution: Basic Issues and Applications*, Academic Press, San Diego (1985); B. Weiner, *An attributional theory of motivation and emotion*, New York: Springer-Verlag (1986).

[^535-1]: This notion of binary opposition of course recognizes the work of  Buddha, as well as Claude Levi-Straus in, *The Structural Study of Myth*, Journal of American Folklore (1955); and Jaques Derrida in *Grammatology*, p. 158, Johns Hopkins University Press (1976).

[^535-2]: Or as Maslow wrote at p. 370 in, *A Theory of Human Motivation* (1943), "[A]ny motivated behavior, either preparatory or consummatory, must be understood to be a channel through which many basic needs may be simultaneously expressed or satisfied."

[^535-3]: In other words, the philosopher Hillary Putnam would refer to EMOs as representing a form of, *Liberal Functionalism.*

[^536]: *See generally*, Daniel Kahneman, *Thinking, Fast and Slow* (2011).

[^536-1]: This attribution was given a "C" grade for plausible utterance by Abraham Lincoln from Don E. Fehrenbacher and Virginia Fehrenbacher in, *Recollected Words of Abraham Lincoln*, p. 245, Stanford University Press, 1st ed. (1996).

[^537]: Antonio Damasio, *The Feeling of What Happens: Body and Emotion in the Making of Consciousness*, Houghton Mifflin Harcourt (1999).

[^538]: *But see*, John M. Beggs and Nicholas Timme, *Being Critical of Criticality in the Brain*, Department of Physics, Indiana University, Front. Physiol., doi: 10.3389/fphys.2012.00163 (Jun. 7, 2012).

[^538-1]: Yuval Noah Harari, *Sapiens*, p. 30 (2014).

[^538-2]: *See generally*, Nassim Nicholas Taleb, *Antifragile: Things That Gain from Disorder*, Random House (2012).

[^539]: Per Bak et. al., *Self-Organized Criticality*, Physical Review of Letters (Jul. 7, 1987).

[^540]: *See generally*, Malcom Gladwell, *The Tipping Point: How Little Things Can Make a Big Difference*, Back Bay Books (Jan. 7, 2002).

[^540-1]: *See generally*, Nassim Nicholas Taleb, *The Black Swan*,  Random House (2008).

[^541]: Chirag Dhara, Giuseppe Prettico, and Antonio Acín, *Maximal Quantum Randomness in Bell Tests*, Phys. Rev. A 88, 052116 (Nov. 15, 2013).

[^541-1]: *See again*, Nicolas Gauvrit, Hector Zenil, Fernando Soler-Toscano, Jean-Paul Delahaye, Peter Brugger, *Human behavioral complexity peaks at age 25*, Journal for the International Society of Computational Biology (PLOS) (Apr. 13, 2017).

[^541-2]: *See generally*, Nassim Nicholas Taleb, *Antifragile* (2012).

[^542]: For background on this, *see generally*, Dan Ariely, *Predictably Irrational, The Hidden Forces That Shape Our Decisions*, Expanded Ed., HarperCollins (2009); see also Dan Ariely's other work, *The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home*, HarperCollins (2011).

[^543]: I recommend viewing, Salvador Dali, *The First Days of Spring* (1929) for inspiration regarding this concept.

[^544]: As has been pointed out by other commentators, Freud rejected logic, and yet simultaneously applied logic to analyze dreams, and while psychology has moved beyond Freudian thinking, it has not neurologically explained dream theory much beyond Freudian speculation.

[^545]: Amy Novotney, *Money Can't Buy Happiness*, p. 24, Vol 43, No. 7, Monitor on Psychology, American Psychological Association (Jul./Aug. 2012).

[^546-1]: And perhaps writing this book was a form of *Logotherapy* for myself; if so I recommend doing something similar.

[^547]: *See generally*, Amy Wrzesniewskia, Barry Schwartzb, Xiangyu Congc, Michael Kanec, Audrey Omarc, and Thomas Kolditza, *Multiple Types of Motives Don't Multiply the Motivation of West Point Cadets*, Proceedings of the National Academy of Sciences, doi: 10.1073/pnas.1405298111 (Jun. 4, 2014).

[^548]: War can also be seen through U/ARE processes as the physical process of dramatic energy consumption toward Ontological Realization...