We offer a framework for reimagining systems using first principles. Not for a better version of now— but for imagining what should exist instead.

If Not This, Then What? is our flagship publication that introduces Vacation Logic: a structured approach to radical change based on the logic of complements. 

Vacation Logic starts from the premise that some realities aren’t broken—they’re just the wrong ones altogether. In those cases, what’s needed isn’t optimization, but a reimagination. Vacation Logic helps you name the invisible rules you’re working within—and then take a deliberate step away from them.

The book is just the beginning. We offer tools, lectures, and training to help individuals and teams not just navigate change, but design new realities on purpose.

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