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4. SPREAD THE NEWSShare 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 thesustainability 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 value-added 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.]

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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 socialsustainability.

Encourage human-centred, humble and inspirational designs that focus on real physical, social andpsychological 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 todesign.

SKILLS

Encourage holistic problem definition, multi-perspectival analysis and 'cradle-to-cradle' solutions throughuse of systems thinking and Life Cycle Thinking (LCT), combined with Life Cycle Pricing (LCP) and LifeCycle 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 ofsafe, non-toxic, efficient and humanizing designs.

Encourage design thinking and practice in the four sustainability dimensions: economic, social, institutionaland 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.

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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 byhighlighting the tangible benefits of sustainable design.

Encourage a shift in public and business perception of sustainable design by exposing the vast range ofsignificant value-added outcomes associated with it, both economic and 'non-materialistic', immediate andlong-term.