Tapping into the paradox
I am because you are
is what the African concept of Ubuntu states. It embraces the idea that humans cannot exist in isolation. Everything is context. We are defined by the way we are, as a person and also how we relate to others. We are formed by our past experiences as well as the ever changing context we live in today.
We constantly adapt our behaviour to the complex context we live in, while trying to shape our personal identity. That’s why our behaviours sometimes seem contradictory and our answers inconsistent. At Beautiful Lives, we aim to understand and act on the ‘MultipleMe’ issue – our multifaceted behaviour to fit a situation and stay true to who we think we are.
With this principle as a starting point, we have created the Frame of Paradox, our insight approach that reveals the biggest daily life frictions that people experience (often unconsciously). They are our springboard to create the strongest solutions, together with our client.