HOW TO BE (A) GOOD (DESIGNER) OR SUSTAINABLE DESIGN FOR REAL HUMAN NEEDS 1.

GET A GRIP Make real human needs, aims and values, including caring for the natural environment, the guiding principle of your work. [Design with integrity.] Be clear whom you feel responsible to and what kind of society you work towards, as a designer (teacher, student), citizen and person. [Know why you bother.] Be sensitive to the powers, limits and impacts of design. [Be aware that design is part of a complex and biased system.] 2. GET REAL Design sustainably, that is, holistically and realistically. [Being sustainable means being realistic, in time and across space.] Design-out human exploitation and environmental degradation by applying lifecycle and systemic impact thinking to the material, functional and aesthetic-symbolic aspects of the work. [Do no harm.] Make products that enhance human well-being by satisfying real human needs, both material and nonmaterial. [Design for people, not false consciousness.] Aim for local, community-based and decentralised solutions. [Decentralisation is a key systemic factor in longterm sustainability.] Create extraordinary products and services that challenge the mainstream and inspire positive mental and behavioural change. [Don't be shy, shake things up.] Make products work in multiple dimensions, environmental and social as well as economic and institutional, to achieve mainstream acceptance of sustainable products, where appropriate. [Weigh the need for participating in the existing economic system against the need to resist and change it.] 3. GET IT RIGHT Design products and services that work as intended and stand up to scrutiny by using appropriate tools. [Don't provide sceptics with ammunition.] Employ analytic tools like Life Cycle Analysis and other LC software; creative techniques such as scenariosetting and blue-sky thinking; interactive methods such as teamwork, interdisciplinarity, and co-design. [Be hard-nosed and open-minded in designing.] Be convincing and professional in communicating your work. [Sustainable doesn't mean amateurish.]

4. SPREAD THE NEWS Share your knowledge and insights, your experience, vision and achievements. [Don't sit on your sustainable credentials.] Develop leadership and inspire others to engage in sustainable design practice by showing that the sustainability context expands the design context. [Lead the way and be a role model.] Highlight the tangible benefits of sustainable design for users and consumers and encourage a new, sustainable cultural representation of the good life. [Show that it can work great for everybody.] Shift public and business perception of sustainable design by exposing the vast range of significant valueadded outcomes associated with it, both economic and 'non-materialistic', immediate and long-term. [Show that it can work in a thousand ways and on a big scale.]

DEEDS CORE PRINCIPLES, edited and reshuffled KJ 120807 ETHICS AND MISSION Encourage design that does no harm, now or in the future, and contributes to a good life. Encourage design that enhances human choices, personal standing and acceptance, and thus social sustainability. Encourage human-centred, humble and inspirational designs that focus on real physical, social and psychological needs. Encourage designs that fit into and connect with their contexts: people, culture, community; bio-region, locality and place. Encourage awareness of positive and negative impacts of designs on 'human - society - nature' relationships with particular attention to: fitness, diversity, prosperity, feedback loops, side effects, timeframes. Encourage awareness of designers' responsibilities and choices in a given context, including when not to design. SKILLS Encourage holistic problem definition, multi-perspectival analysis and 'cradle-to-cradle' solutions through use of systems thinking and Life Cycle Thinking (LCT), combined with Life Cycle Pricing (LCP) and Life Cycle Marketing (LCM). Encourage the prioritisation of issues of renewable and bio-regional materials and energy supplies, cyclical resource flows, regeneration and waste elimination. Encourage the development of technological know-how and its appropriate application to the design of safe, non-toxic, efficient and humanizing designs. Encourage design thinking and practice in the four sustainability dimensions: economic, social, institutional and environmental. PRACTICE AND TEACHING Encourage the development of teams, communities and networks in and through design practice. Encourage synergistic clusters of competence as well as inter-disciplinary thinking and practice. Encourage mutual learning, creativity, team-work and Teaching and Learning (T & L) through participation. Encourage the development of listening, communicating, narrative and presentation skills. Encourage stakeholder participation, collaboration, sharing and partnering. Encourage the confident engagement with business language and logic.

LEADERSHIP Encourage the development of leadership and scenario setting skills. Encourage the recognition amongst designers that the sustainability context expands the design context. Encourage consumers to aspire to a new, sustainable cultural representation of the good life by highlighting the tangible benefits of sustainable design. Encourage a shift in public and business perception of sustainable design by exposing the vast range of significant value-added outcomes associated with it, both economic and 'non-materialistic', immediate and long-term.