The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“BREAKTHROUGH” NORM: We cracked the code – reinvented the wheel – took things to the next level. A radical break with the way things were.

“BREAKTHROUGH” FORMS: Exciting new products emerging from an inky void. Scientists, diagrams — sense of feverish, progressive discovery. Tonality is ambitious, portentous, a bit braggy. “Reimagine your workspace.” “Next level investing.” “To replace animals.”

From a 2019 audit of the “Future Is Now” space. Defined as: Makes me feel able to take action by reassuring me that I’m working with the most up-to-date tools, engaging with the latest thinking, moving smartly forward.