Where chaos begins, classical science stops. There has always been ignorance about disorder in atmosphere, in turbulent sea, in fluctuations of wildlife populations, oscillations of heart and brain......

Classical (Western) science is science of logic, of linearity, of definitions. We believe that where ' classical science stops ', real fun begins. We want to explore chaos of ideas that try to depict this adventurous century and form roots of century ahead. Because we believe that within chaos patterns can be found. And these patterns will enable formation of strategic thinking.

Names and Boxes

The classical method for investigation of systems and processes is a flow chart - a network of discrete ' boxes ', each named, and connected together, in a hierarchy of ' decision '. Useful though this method may be, boxes often exclude very information that might be needed. And in a world where barriers are falling, frontiers collapsing, disciplines intermixing and culture going into melting pot, these precise delineated boxes no longer reveal truths, they conceal them.

We prefer to think of a name, or a box, as a stone dropped into a lake of ideas. Each 'stone' produces concentric ripples which spread out and intersect with other ripples, creating complex patterns of interference - which might be called chaos. IT IS THE RESONATION OF IDEAS WITH EACH OTHER that interests us most of all. It is in spaces between boxes that excitement lies.

Evolution

One basic law of organic evolution is ' increasing complexity '. Things never get easier. On other hand, simple smoothness of a pebble on beach is result of millions of frictional contacts with other pebbles in surge and ebb of tides. Ideas become beautiful in same way. Our ideas may one day be beautiful - but for moment we are interested in waves, not beach. Not in concrete, but in ephemeral motion which is result of conflicting energies.

Operational Research

While it’s true that you can produce passable copy this way, you often are missing out on better results—results that a copywriting professional can bring to your marketing efforts. And settling for lesser results means your business isn’t doing as well as it could, and its marketing materials are not providing return on investment that they should.

The main concern that business owners and marketing directors alike have about hiring a professional copywriter is cost. They fear that cost will be prohibitive. But in most cases copywriter’s fees are minimal compared to overall cost of marketing campaign. And good copy can improve success of campaign by up to 34%.

The reason a professional copywriter can make such a difference to a marketing campaign is not only that they know how to write persuasively…they also know what common mistakes to avoid. If you’re trying to get by using copy written by somebody whose main focus is not copywriting, your marketing materials could be suffering fron one of these common traps.

1. Me-Centered Copy It’s so easy when you’re selling a product or service to focus on that product or service. It seems like a no-brainer. But truth is doing so can kill your response rate. Professional copywriters know to avoid this me-centered mentality and focus on prospect instead. This shift alone is enough to make a sharp improvement in any marketing campaign.