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.

“HUMAN SCIENCE” NORM: Innovation and complexity don’t have to be scary and confusing — they can be fun.

“HUMAN SCIENCE” FORMS: High-tech meets story-book. Advanced concepts and capabilities rendered cute, sweet, unthreatening. Visionary. “Now clouds help companies leap ahead.” “We see _______.” “Harmony between man and nature.”

From a 2018 study of the BELIEVE IN US space, defined as “When making a big change, trust us for advice and guidance.“