Three Lessons of Ancient & Modern Philosophy for Creative People-Centered System Design David E. Goldberg Industrial & Enterprise Systems Engineering University of Illinois at Urbana-Champaign Urbana, Illinois 61801 [email_address]

2007 & Creativity Globalization shaking confidence. Cheap, effective talent in Shanghai and Bangalore can be hired and managed at a distance. Routine kaizen (continual improvement) outsourced to the countries that generate a million engineers per year (China & India). Creativity is not a nicety, it is not an option. It is about economic survival. Category enhancement is not enough.

Globalization shaking confidence.

Cheap, effective talent in Shanghai and Bangalore can be hired and managed at a distance.

Routine kaizen (continual improvement) outsourced to the countries that generate a million engineers per year (China & India).

Creativity is not a nicety, it is not an option.

It is about economic survival.

Category enhancement is not enough.

Roadmap 3 things I won’t be discussing. Cold war mindset in an Internet world. How I changed my mind. 3 lessons from modern & ancient philosophy. Searle and the construction of social reality. Socrates/Plato and the importance of dialectic. Aristotelian data mining and its application to social networks. People-centered design at the center of this creativity revolution.

3 things I won’t be discussing.

Cold war mindset in an Internet world.

How I changed my mind.

3 lessons from modern & ancient philosophy.

Searle and the construction of social reality.

Socrates/Plato and the importance of dialectic.

Aristotelian data mining and its application to social networks.

People-centered design at the center of this creativity revolution.

3 Things I Won’t Talk About I absolutely positively won’t talk about the following three things: GA scalability Human & computer agency and the 4-quads DISCUS, SAiNT & all that.

I absolutely positively won’t talk about the following three things:

GA scalability

Human & computer agency and the 4-quads

DISCUS, SAiNT & all that.

GA Scalability & Efficiency GAs don’t work. No proofs. Wrong!!! GAs were shown to scale well in 1993. Wrote up the story of GA scalability in 2002. Plays on two levels: GAs as cool technology. GAs as models of effective inventive/innovative processes. Understand at both levels. Beware 1 st gen GA/EC.

GAs don’t work. No proofs.

Wrong!!!

GAs were shown to scale well in 1993.

Wrote up the story of GA scalability in 2002.

Plays on two levels:

GAs as cool technology.

GAs as models of effective inventive/innovative processes.

Understand at both levels. Beware 1 st gen GA/EC.

Billion-Variable Noisy Problem

H-C Agency in 4 Quadrants (Kosorukoff & Goldberg, 2002) Selective agent Inventive agent human computational human computational Standard Genetic Algorithms Computer Aided Design (CAD) Interactive Genetic Algorithms Human Based Genetic Algorithms

DISCUS

Semantic Reflection: Keygraphs http://www-discus.ge.uiuc.edu High frequency Low frequency Keyword

Social Reflection: IDM IDM = Influence Diffusion Method

Cold War Institutions, Internet World Large, centralized corporations, governments, and institutions (including universities). Revolutions in 20 th century in transportation & communications give us radically different world because of transaction costs & network returns. Neo-people-centered systems shaped by these forces. Ronald H. Coase (b. 1910)

Large, centralized corporations, governments, and institutions (including universities).

Revolutions in 20 th century in transportation & communications give us radically different world because of transaction costs & network returns.

Neo-people-centered systems shaped by these forces.

How I Changed My Mind Wrote Change in Engineering Education (1993). Started DISCUS research 2003. Took Nextumi Chief Scientist slot 2004. Presented Postmodern Systems Engineering (2004). Recent influences, Pink’s A Whole New Mind and Price’s tech visionary (TV) research.

Wrote Change in Engineering Education (1993).

Started DISCUS research 2003.

Took Nextumi Chief Scientist slot 2004.

Presented Postmodern Systems Engineering (2004).

Recent influences, Pink’s A Whole New Mind and Price’s tech visionary (TV) research.

Cold-War View of Humans During the Cold War, humans were an obstacle to the proper functioning of a system. Tom Wolfe’s, The Right Stuff, plot: tension between pilots and techies who would eliminate them. Cold War view: Humans are error in the loop, and error is to be eliminated.

During the Cold War, humans were an obstacle to the proper functioning of a system.

Tom Wolfe’s, The Right Stuff, plot: tension between pilots and techies who would eliminate them.

Cold War view: Humans are error in the loop, and error is to be eliminated.

Postmodern Systems Engineering In internet world, human beings are integral part of the system. The major innovations of our time involve people in the loop as major actors: Google: Search as human preference machine. MSOffice: PPT, Word, Excel as human productivity engine. Postmodern view: Not error in the loop. Humans ARE the loop. Brute facts of physics not dominant in postmodern systems. Examples: What are the “physics” for Ebay? What equations of motion govern Google? What constitutive relations for MSOffice.

In internet world, human beings are integral part of the system.

The major innovations of our time involve people in the loop as major actors:

Google: Search as human preference machine.

MSOffice: PPT, Word, Excel as human productivity engine.

Postmodern view: Not error in the loop. Humans ARE the loop.

Brute facts of physics not dominant in postmodern systems.

Examples:

What are the “physics” for Ebay?

What equations of motion govern Google?

What constitutive relations for MSOffice.

Chief Scientist in a Web Startup Interested in commercial potential of genetic algorithms. Asked to evaluate an idea inspired by my book on genetic algorithms. Ended up as co-founder and chief scientist. Unsettling to design product that has not existed. Surprised by what I spend time thinking about. Philosophical reflection most helpful tool. This inspired idea for course teaching creative modeling techniques

Interested in commercial potential of genetic algorithms.

Asked to evaluate an idea inspired by my book on genetic algorithms.

Ended up as co-founder and chief scientist.

Unsettling to design product that has not existed.

Surprised by what I spend time thinking about.

Philosophical reflection most helpful tool.

This inspired idea for course teaching creative modeling techniques

Category Creators v. Enhancers Premium is on category creators —those who creates new categories of product and service. This requires different skill set. Right-brained thinking: integrative, creative, intuitive. MFA + Engineer vs. MBA + Engineer.

Premium is on category creators —those who creates new categories of product and service.

This requires different skill set.

Right-brained thinking: integrative, creative, intuitive.

MFA + Engineer vs. MBA + Engineer.

Course: Creative Modeling for TVs Introduction Models of creativity Brainstorming What is a model? What is a TV? Construction of engineering reality. 2 techniques from Athens Visualization and napkintalk Canonical models Facebook Qual-quant shift Little models Tales from the trenches. Squeezing little models. Mixed, patched, and meta-models

Introduction

Models of creativity

Brainstorming

What is a model? What is a TV?

Construction of engineering reality.

2 techniques from Athens

Visualization and napkintalk

Canonical models

Facebook

Qual-quant shift

Little models

Tales from the trenches.

Squeezing little models.

Mixed, patched, and meta-models

3 Lessons from Philosophy Course covers qualitative and quantitative modeling appropriate to new category creation: Dialectic in creative modeling. Aristotelian data mining in creative modeling. The construction of engineering reality. Will mention approach of little models to get a flavor of first-quant move from qual.

Course covers qualitative and quantitative modeling appropriate to new category creation:

Dialectic in creative modeling.

Aristotelian data mining in creative modeling.

The construction of engineering reality.

Will mention approach of little models to get a flavor of first-quant move from qual.

Tabula Rasa: Curse & Blessing of Category Creator How do we design when we don’t know how to talk about what we are designing? Let’s start at the human beginnings of conceptual clarity. Let’s start at the beginning of formal philosophy. Let’s start with two key techniques from Athens.

How do we design when we don’t know how to talk about what we are designing?

Let’s start at the human beginnings of conceptual clarity.

Let’s start at the beginning of formal philosophy.

Let’s start with two key techniques from Athens.

What Examples of New Thought? Clearest examples are from philosophy. Presocratic  Socrates  Plato  Aristotle. Mechanisms of the new thought: Socratic dialectic Aristotelian data mining

Clearest examples are from philosophy.

Presocratic  Socrates  Plato  Aristotle.

Mechanisms of the new thought:

Socratic dialectic

Aristotelian data mining

Socrates and Dialectic Socrates was a pain in the neck. Walked around Athens asking everyone impossible questions. Then proved their answers were wrong, but rarely gave an answer himself. Nonetheless, Socrates’s method was useful. Conversation trying to probe what things really are (or might be). Questions were the rights ones. Whitehead’s famous remark. Socrates (470-399 BCE)

Socrates was a pain in the neck.

Walked around Athens asking everyone impossible questions.

Then proved their answers were wrong, but rarely gave an answer himself.

Nonetheless, Socrates’s method was useful.

Conversation trying to probe what things really are (or might be).

Questions were the rights ones. Whitehead’s famous remark.

The Probing of Dialectic Questions directed at the essence of things. What is the meaning of a common phrase? “What is virtue?” Answers often betray our lack of knowledge and understanding. Examine answers critically, often with more questions. Ask penetrating questions about the answers.

Questions directed at the essence of things.

What is the meaning of a common phrase? “What is virtue?”

Answers often betray our lack of knowledge and understanding.

Examine answers critically, often with more questions.

Ask penetrating questions about the answers.

What’s This Got to Do with Products? Questions & conversation is at roots of all new products. Research on tech visionaries shows that problem finding is the main activity of successful TVs Spark of insight may come as flash, but dialectic necessary in new product creation. Three roles of questions: Probe customers. Probe organizational hurdles. Probe product developers.

Questions & conversation is at roots of all new products.

Research on tech visionaries shows that problem finding is the main activity of successful TVs

Spark of insight may come as flash, but dialectic necessary in new product creation.

Three roles of questions:

Probe customers.

Probe organizational hurdles.

Probe product developers.

Probing Customers Focus groups are immensely powerful. Can be informal conversations with potential customers. Can be formal focus groups behind the one-way mirror or over web. The surprise of Nextumi: Search not solved problem.

Focus groups are immensely powerful.

Can be informal conversations with potential customers.

Can be formal focus groups behind the one-way mirror or over web.

The surprise of Nextumi: Search not solved problem.

Tactics of Dialectic Critical: Equivocation: use of term in different senses. Question begging: assuming the conclusion. Infinite regress: infinite sequence implying incoherence. Loss of contrast & emptiness: distinction with little or no difference. Creative: Definition: Seek essential distinctions. Analogies: Certain dialectical similarities. Thought experiments: Hypothetical w/ true premises that does not follow. http://www.amazon.com/Practice-Philosophy-Handbook-Beginners-3rd/dp/0132308487

Critical:

Equivocation: use of term in different senses.

Question begging: assuming the conclusion.

Infinite regress: infinite sequence implying incoherence.

Loss of contrast & emptiness: distinction with little or no difference.

Creative:

Definition: Seek essential distinctions.

Analogies: Certain dialectical similarities.

Thought experiments: Hypothetical w/ true premises that does not follow.

Aristotelian Data Mining Called The Philosopher by some. Amazing range and scope of work. Created many of basic categories of college curriculum. Founded a school the Lyceum. We have 1/3 his output (2000 pages in 30 books). Categories and Metaphysics. Method very modern: Empirical search for data. Considered attributes, which he named. Classified data according to his attributes. Can we break this down? Aristotle (384-322 BCE)

Called The Philosopher by some.

Amazing range and scope of work.

Created many of basic categories of college curriculum.

Founded a school the Lyceum.

We have 1/3 his output (2000 pages in 30 books).

Categories and Metaphysics.

Method very modern:

Empirical search for data.

Considered attributes, which he named.

Classified data according to his attributes.

Can we break this down?

A Hierarchy of Things In Aristotelian data mining we seek list of essential qualities that delineate products or services. Notion of genus and species comes from Aristotle. Things divided into groups of like kinds. Can be subdivided further. At the bottom are particulars or substances. 10 categories: substance, quantity, quality, relation, place, time, position, state, action, and passion.

In Aristotelian data mining we seek list of essential qualities that delineate products or services.

Notion of genus and species comes from Aristotle.

Things divided into groups of like kinds.

Can be subdivided further.

At the bottom are particulars or substances.

10 categories: substance, quantity, quality, relation, place, time, position, state, action, and passion.

Aristotelian Product Spaces Consider space of existing products that are related or similar. Look for different exemplars that represent different types of products. Taking viewpoint of the customer here. May need separate decomposition for design. Consider, for example, social networking space.

Consider space of existing products that are related or similar.

Look for different exemplars that represent different types of products.

Taking viewpoint of the customer here.

May need separate decomposition for design.

Consider, for example, social networking space.

MySpace

Facebook

Flickr

Yahoo

What Common? What Different? Can we make a list of attributes that separate the space? Can use J. S. Mills methods or methods of modern data mining. Attributes: Mode of communication (email-IM-mobile-wall) Sense of community (ind-group-friends) Gate to community (edu filter-anybody) What shared (text-docs-photos)

Can we make a list of attributes that separate the space?

Can use J. S. Mills methods or methods of modern data mining.

Attributes:

Mode of communication (email-IM-mobile-wall)

Sense of community (ind-group-friends)

Gate to community (edu filter-anybody)

What shared (text-docs-photos)

Some Techniques with Attributes Dimensionalization of spaces very helpful to high-level thought. Listen to discussions and try to dimensionalize quickly. 3 techniques that come to mind: Cartesian products Expert systems Hypertrophy of the dimensions

Dimensionalization of spaces very helpful to high-level thought.

Listen to discussions and try to dimensionalize quickly.

3 techniques that come to mind:

Cartesian products

Expert systems

Hypertrophy of the dimensions

Dimension Hypertrophy Are there missing categories on the dimensions? Did we capture all the modes of things shared? Example, text-photos-docs: What about videos? Is that a good idea?

Are there missing categories on the dimensions?

Did we capture all the modes of things shared?

Example, text-photos-docs: What about videos?

Is that a good idea?

YouTube & $1.65 Billion Buyout

Canonical vs. Creative Analysis Example: Porter’s five forces. NPD models. Design models. Need ability to do qualitative analysis on the fly. Need engineers who can do this routinely. http://www.berg-marketing.dk/GIF/five_forces.gif

Example: Porter’s five forces.

NPD models.

Design models.

Need ability to do qualitative analysis on the fly.

Need engineers who can do this routinely.

Construction of Engineering Reality Mill Prof of Philosophy of Berkeley. Philosopher of language and mind. Early work took off from Austin’s work on speech acts. What does language have to do with it? His book, The Construction of Social Reality (Free Press, 1995) , critical to our study. Helps us understand social and institutional facts, separate physics from the social. John R. Searle (b. 1932)

Mill Prof of Philosophy of Berkeley.

Philosopher of language and mind.

Early work took off from Austin’s work on speech acts.

What does language have to do with it?

His book, The Construction of Social Reality (Free Press, 1995) , critical to our study.

Helps us understand social and institutional facts, separate physics from the social.

Brute vs. Institutional Facts There are objects in the world that don’t depend on observers, brute facts, e.g. mountains, trees, atoms. There are other objects that depend entirely on people and their interactions, institutional facts, money, chess, football . Engineers study a lot about physical world and world of brute facts. Much design about getting brute facts right, e.g. a screwdriver. Are engineered objects mere brute facts? Screwdriver

There are objects in the world that don’t depend on observers, brute facts, e.g. mountains, trees, atoms.

There are other objects that depend entirely on people and their interactions, institutional facts, money, chess, football .

Engineers study a lot about physical world and world of brute facts.

Much design about getting brute facts right, e.g. a screwdriver.

Are engineered objects mere brute facts?

Epistemology versus Ontology Epistemology: The study of knowledge. Ontology: The study of what exists. Our ontology: Live in world of physical particles in fields of force. Some of these living systems with consciousness evolved. These systems are intentional: Think and act toward other objects.

Epistemology: The study of knowledge.

Ontology: The study of what exists.

Our ontology:

Live in world of physical particles in fields of force.

Some of these living systems with consciousness evolved.

These systems are intentional: Think and act toward other objects.

Objectivity versus Subjectivity Have existence versus knowing, as well as objective versus subjective. Examples: Mountain: existence  objective Pain in toe: existence  subjective Pain in toe: knowledge  objective Ontological subjectivity does not prevent epistemological objectivity.

Have existence versus knowing, as well as objective versus subjective.

Examples:

Mountain: existence  objective

Pain in toe: existence  subjective

Pain in toe: knowledge  objective

Ontological subjectivity does not prevent epistemological objectivity.

Intrinsic versus Observer-Relative Intrinsic feature: Something that exists independent of observer (observer independent). Example: A mountain. Observer-relative feature: Something exists only relative to an observer. Example: A screwdriver. Physical existence is intrinsic. Screwdriverness is observer-relative. Engineered objects are at least partially observer-relative. Why spend all time on the physics in curriculum? Fujiyama

Intrinsic feature: Something that exists independent of observer (observer independent).

Example: A mountain.

Observer-relative feature: Something exists only relative to an observer.

Example: A screwdriver.

Physical existence is intrinsic.

Screwdriverness is observer-relative.

Engineered objects are at least partially observer-relative.

Why spend all time on the physics in curriculum?

Structure of Social Universe Mind creates an objective social reality. Example, money: Trivial physics: money not money because of material existence. Money, money because of our intentions. Other examples: language, government, universities. Object fits description because we think it does. What is ontology of the social and the institutional?

Mind creates an objective social reality.

Example, money:

Trivial physics: money not money because of material existence.

Money, money because of our intentions.

Other examples: language, government, universities.

Object fits description because we think it does.

What is ontology of the social and the institutional?

Building Blocks of Social Reality Need 3 new elements: Collective intentionality. Assignment of function. Constitutive rules.

Need 3 new elements:

Collective intentionality.

Assignment of function.

Constitutive rules.

Collective Intentionality Need the notion of “we intend together.” Attempts to reduce to individual intention are complex. Existence of biological organisms with collective intentionality suggests CI is a primitive. Social insects as an example: ants or termites for example.

Need the notion of “we intend together.”

Attempts to reduce to individual intention are complex.

Existence of biological organisms with collective intentionality suggests CI is a primitive.

Social insects as an example: ants or termites for example.

Social vs. Institutional Facts Social fact is any fact involving 2 or more agents w/ collective intentionality. In Searle’s terms, ants create social facts. Institutional facts go far beyond social facts as we shall soon see. Australian ant hill

Social fact is any fact involving 2 or more agents w/ collective intentionality.

In Searle’s terms, ants create social facts.

Institutional facts go far beyond social facts as we shall soon see.

Assignment of Function Use of objects as tools: Monkey uses stick to get banana. Man sits on rock. Physical existence facilitates function, but function is observer relative. All function assignment is observer relative. Aside: What does this say about engineering design?

Use of objects as tools:

Monkey uses stick to get banana.

Man sits on rock.

Physical existence facilitates function, but function is observer relative.

All function assignment is observer relative.

Aside: What does this say about engineering design?

Constitutive Rules How to distinguish between brute facts and institutional facts. Types of rules: Some rules regulate: “Drive on rleft side of road.” Some rules regulate and constitute: Rules of chess both regulate conduct of game and create it. Constitutive rules form: X counts as Y in C. “ Move two and over one” counts as a knight’s move in chess.”

How to distinguish between brute facts and institutional facts.

Types of rules:

Some rules regulate: “Drive on rleft side of road.”

Some rules regulate and constitute: Rules of chess both regulate conduct of game and create it.

Constitutive rules form: X counts as Y in C.

“ Move two and over one” counts as a knight’s move in chess.”

Web Life: Institutional Complexity Go on Google, search for online book seller, sign in to Amazon.com using account ID, order a book, using a credit card, get recommendations from recommender system & order some of those books, too. Get confirmation message via e-mail account, and books delivered by FedEx.

Go on Google, search for online book seller, sign in to Amazon.com using account ID, order a book, using a credit card, get recommendations from recommender system & order some of those books, too.

Get confirmation message via e-mail account, and books delivered by FedEx.

Institutional Facts Don’t Wear Out They get better with use. Use reinforces collective intentionality. Types of Institutional fact creation: Emergence: early examples, money, marriage, property, emerged. Designed: TCP/IP, Google, Ebay, other web companies are designed and go viral with widespread adoption..

They get better with use.

Use reinforces collective intentionality.

Types of Institutional fact creation:

Emergence: early examples, money, marriage, property, emerged.

Designed: TCP/IP, Google, Ebay, other web companies are designed and go viral with widespread adoption..

Some Engineering Artifacts Institutional All engineering artifacts social. Which objects have the big 3: collective intentionality, assigned function, X counts as Y in Z. Example TCP/IP, 4-byte number counts as an address in TCP/IP network. Generally, standards and protocols are designed institutional facts.

All engineering artifacts social.

Which objects have the big 3: collective intentionality, assigned function, X counts as Y in Z.

Example TCP/IP, 4-byte number counts as an address in TCP/IP network.

Generally, standards and protocols are designed institutional facts.

Institutional/Physical Landscape

Matters to People-Centered Design The web has changed a lot. Interconnected, software reconfigurable systems enable brave new world of institutional facts: Easily constructed. Easily propagated (viral marketing). Easily iterated (systems upon systems). Has led to need for discipline of “postmodern systems engineering.”

The web has changed a lot.

Interconnected, software reconfigurable systems enable brave new world of institutional facts:

Easily constructed.

Easily propagated (viral marketing).

Easily iterated (systems upon systems).

Has led to need for discipline of “postmodern systems engineering.”

Postmodern Design Principles Systems thinking is key. Remember the big 3: Collective intentionality: viralness. Assignment of function: designed. Constitutive rules: X as Y in C, creating games. Consider 4 types of status: Symbolic: take care in use of words. Deontic: e.g. rights and obligations of a user. Honor: can be meaningful. Procedural steps: systems view often requires interlocking steps. Inventiveness all the way up.

Systems thinking is key.

Remember the big 3:

Collective intentionality: viralness.

Assignment of function: designed.

Constitutive rules: X as Y in C, creating games.

Consider 4 types of status:

Symbolic: take care in use of words.

Deontic: e.g. rights and obligations of a user.

Honor: can be meaningful.

Procedural steps: systems view often requires interlocking steps.

Inventiveness all the way up.

Bottom Line Creativity is now imperative for advanced economies. More category creation, less enhancement. Curse & blessing of the tabula rasa. Must recall how to think new thoughts & get epistemology and ontology of world right. Leads to a new discipline of postmodern systems design. People-centered systems at the heart of this revolution.

Creativity is now imperative for advanced economies.

More category creation, less enhancement.

Curse & blessing of the tabula rasa.

Must recall how to think new thoughts & get epistemology and ontology of world right.

Leads to a new discipline of postmodern systems design.

People-centered systems at the heart of this revolution.

More Information TEE, the book. http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470007230.html TEE, the blog. www.entrepreneurialengineer.blogspot.com TEE, the course. http://online.engr.uiuc.edu/webcourses/ge498tee/index.html MTV, the course. http://online.engr.uiuc.edu/webcourses/ge498tv/index.html Engineering and Technology Studies at Illinois (ETSI) http://www-illigal.ge.uiuc.edu/ETSI ). 2007 Workshop on Philosophy & Engineering (WPE) http://www- illigal.ge.uiuc.edu/wpe Illinois Genetic Algorithms Lab http://www-illigal.ge.uiuc.edu/

TEE, the book. http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470007230.html

TEE, the blog. www.entrepreneurialengineer.blogspot.com

TEE, the course. http://online.engr.uiuc.edu/webcourses/ge498tee/index.html

MTV, the course. http://online.engr.uiuc.edu/webcourses/ge498tv/index.html

Engineering and Technology Studies at Illinois (ETSI) http://www-illigal.ge.uiuc.edu/ETSI ).

2007 Workshop on Philosophy & Engineering (WPE) http://www- illigal.ge.uiuc.edu/wpe

Illinois Genetic Algorithms Lab http://www-illigal.ge.uiuc.edu/

Optimal Teams: Deciding & Doing Dichotomy, in Simon’s Administrative Behavior. Non-dimensional form:

Dichotomy, in Simon’s Administrative Behavior.

Non-dimensional form: