The Two Dimensions of Business Alchemy
Centiki uses the five elements in two related but distinct ways. The company categories examine the internal anatomy of
Aether
Aether
Aether: The Idea of a Company
Aether examines the ideas, inventions, purposes, ideologies, and ambitions that direct business activity. It considers why a company exists and what kind of future its products, technologies, and influence attempt to create.
A powerful Idea may produce a viable and profitable company while damaging freedom, equality, political stability, society, or the environment. Aether asks whether an Idea deserves to become a company and whether its promised future is compatible with a cool world.
The internal business counterpart of Aether is the Idea company category. The distinction between creating a viable business and creating a desirable future is explained in The Two Dimensions of Business Alchemy.
