From http://www.thebookoflife.org/how-to-better-understand-customers/:
Since at least the 18th century, writers, moralists and artists have been praising the idea of ‘being natural.’ Naturalness really means: confidence around being honest, simple and straightforward about what one really wants. The natural person doesn’t worry about tradition: about what’s come before. They are more interested in what will be pleasant or exciting or comfortable – even when that might at first seem a bit weird. To a friend, they might suggest a walk to look carefully at the design of lamp posts; they invite you round to stack the dishwasher or dig a trench in the garden rather than for cocktails. But they don’t do odd things for the sake of being eccentric. The natural person risks being straightforward and simple in the pursuit of genuine satisfaction.
Wow. ‘Naturalness’. That’s it!
1. UNDERSTANDING THE PROBLEM
On sustainability
2. UNDERSTANDING HOW THE WORLD WORKS
On nature
On human nature
On the meaning of life and living
On culture
On morality
3. UNDERSTANDING HOW CHANGE WORKS
On the Next Level Society
On behavioral change
On marketing sustainability
4-A. FIXING HOW WE DESIGN THE WORLD
On naturalness
On naturalness in behaviour
On naturalness in art
Artworks of interest
On naturalness in architecture
Architecture of interest: naturalness
On livable architecture
Architecture of interest: livability
On naturalness in design
Design works of interest
4-B. FIXING OUR RELATIONSHIP WITH OURSELVES
On well-being, self care and happiness
4-C. FIXING THE RELATIONSHIP BETWEEN BUSINESS AND SOCIETY
On responsible business
On Positive Design & design ethics
On privacy
Progressieve bureaus van Nederland, 2021
OTHER NOTES AND WRITINGS
On digital design, CX/UX, and technology
On the travel & hospitality industry
Miscellaneous