ABSTRACT
The ethos of innovation is a sequence of pre-competitive goals that initially start in self-preservation; not based on mere fear and survival, but on the desire to exist and achieve. These fundamental desires have created the desire economy, where goods and services are driven by the human desire to become, to achieve, and to exist at a different level, in the sense of transcending ones current condition towards betterment in all forms. The goal of becoming rather than just simply being may be unique to the human animal, and it is at the root of our behaviour of engaging in new experiences of learning, of exploration, of permanent search for more. Technical solutions are not the answer to the complexity of the ecology created by the invention of the automobile. The memorandum reproduced below may have never existed, if NASA would have been successful in sending an astronaut in orbit before the Soviet Union did, in March 1961.
