Pull by design (PBD) was my first attempt to create a framework to help companies grow. object:desire is the byproduct of my own “success by misrecognition” where the misrecognition is that I was also full of functional BS (“perfect fit”…) until I discovered the work of Barthers, Baudrillard, zizek and Lacan and realized that is all abut meaning Interestingly enough a lot of pieces of PBD are still used in o:d but all of them seen from a symbolic point of view instead of a functional one which ended up making much more sense both in theory and in practice. As Hegel said, “truth is the whole” (not only the final insight but the journey and the failed misrecognitions) so I am indebted to PBD as a critical step to get to o:d. Is o:d the truth? That is the wrong way to look at this. We don’t have access to the truth and the truth changes as people (and the myths they hold true) change. Instead look at it like the lastest Macbook Pro: Will it be a more powerful version in 5 years from now, most likely yes. Is it the most powerful tool you have today to achieve your goals: Yes.