OSE Method
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- We ask what is best in the world
- We start by saying some of our design is best in the world, best in class. Then we define what 'best in the world' means by attributes.
- We explain how 'best in the world' is highly replicable, and therefore inclusive
- Then we present the public with a choice - with the positive psychology of 'do you want to be good or do you want to be great?' A la good is the enemy of great.