Holonomics: the antidote to reductionism?

Dan Gray

Dan Gray

Dan Gray, author of Live Long and Prosper, has published a great review of Holonomics in which he explores the dynamic conception of wholeness in our book:

Simply put, it’s to view businesses as organisms, not mechanisms – as complex, living, dynamic systems, rather than fixed hierarchical structures. Remove part of a machine and it ceases to function. Take a cutting from a plant, however, and you can grow an entire new plant. As Simon and Maria explain, “There is something fundamentally different about the organization of a plant, whereby the whole is contained within the parts.”

While they certainly aren’t the first (and won’t be the last) to posit the importance of this metaphorical shift, what’s different about holonomics is the ‘both/and’ nature of its expression. The essence of holonomic thinking is to assert neither the primacy of parts over wholes (as per the industrial age paradigm above), nor to do the opposite (a common trap of systems thinking). Rather, in an Opposable Mind sort of way, it’s to hold both the parts and whole in mind at the same time – each part as an authentic expression of the whole, and the whole as an authentic expression of the belonging together of all the parts (no shoe-horns required!).

That the optimum word in all of this should be ‘authentic’ – and that the quality of authenticity becomes ‘known’ through feeling and intuition as much as sensing and thinking – is something that should harbour a natural appeal for anyone making a living in the world of brand and design.

The beauty of the book (at least from my experience of reading it) is that it provides the scientific and philosophical underpinnings for what you always felt to be true, but perhaps couldn’t put your finger on why.

The whole review can be read here: danmgray.wordpress.com/2014/11/19/holonomics-the-antidote-to-reductionism

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