Principle 01

Right to Intelligence

To protect intellectual capabilities from being displaced by intelligent innovative systems.


Principle 02

Purpose Driven

To augment peoples current capabilities and to innovate to solve unexplored and unaddressed problems thereby ensuring innovations add value.


Principle 03

Disruption Prevention

To minimise social disruption by taking measures to create seamless and sustainable innovations for existing ecosystems.


Principle 04

Risk Evaluated

To reassure innovations are designed for safe, ethical, and inclusive adoption, and the risk are managed by the designer and the user equally.


Principle 05

Accountable Redesign

To allow every innovation a fair opportunity to be people-centric, sustainable and accountable by design. Also, allowing existing innovations to embed accountability in their design thinking process and reverse the existing damage.