NOTES:

A shadow objective is making use of the considerable challenges of the enterprise to illustrate the potential in shifting human values as directors of actions. The challenge is to shift economic systems as the activities of the enterprises involved from psychic shopping, material consuming and entropic waste creation to higher order needs-based working, living and life. This is distinct from the now accepted objective to improve efficiency in what we are doing. Greater efficiencies in doing the wrong thing will not help.  Efficiency doesn't necessarily lower total consumption, it only reduces its rate of growth.

A tertiary set of objectives is more experimental in nature. One is to see if a traditional system that ought not be can be changed through finding and eliminating a variable deemed most essential to what the system is and does.  Some early experimenting with this in establishing a new enterprise has already been carried out with significant success to the industry it joined.

Sustainability in an enterprise's activities can be useful as a metaphysical concept but ought not be used as a physical construct. Sustainability should not be relied on to guide any making or managing of a good or service production.  The predominance of the 2nd Law of Thermodynamics disallows most of what humans do, attempt to do, and idealize having done. Quite simply, all transformations of energy and materiality are achieved only at a cost in entropic increase with no neg-entropic reversal possible. The most that humans can achieve via their involvement is to be conscious of this and seek ways to restrict the rate of the entropic growth in what they accomplish.  Thus, the most humans can manage is doing what they must do in a way that restricts entropic growth.  This radically changes the measures of success in an enterprise and those who depend on it for their well being. As such establishing such a company also changes most of the parameters of what an enterprise is, does and becomes.

Herein the conditions of success as perceived by the enterprise will lead to different measures of that success. Prior work with a group of sixty international firms that were heavily dependent on material and energy use illustrates the basis for creating such an enterprise.

2nd Law limits provide important domains for greater realization of human potentiality.  The passions normally invested by customers in shopping for the goods and services of a traditional company will shift from the act of shopping towards the activities required for product design. Enthusiasm shifts from the act of buying to the act of planning the making; i.e., designing. As such, consumption of the immaterial begins to replace the consumption of the material as a key to process motivation.