The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“IN IT TO WIN IT” NORM: Nothing succeeds like success. Lead by demonstrating that you’re the best at what you do.

“IN IT TO WIN IT” FORMS: Magazine covers. Awards. Demonstrated superiority — album sales, World Series wins, etc. Swagger. Definitive, no need to say much. “Bono.” “His town.” “Best in class.” Iconic figures with one name: Beyoncé. Theo.

From a 2018 study of the STRATEGY & TACTICS space, within the larger framework of LEADERSHIP. What tools should a leader deploy?