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Azi Rad is a multi-disciplinary graphic designer and art director working with start-ups, global corporations, and cultural institutions. She enjoys a balance of experimentation and pragmatism, discovering new approaches, and using the wisdom of experience to create thoughtful, tailored designs.

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3. Thomas Kuhn


TK / 1962
From The Structure of Scientific Revolutions

            Yet one standard product of the scientific enterprise is missing. Normal science does not aim at novelties of fact or theory and, when successful, finds none. New and unsuspected phenomena are, however, repeatedly uncovered by scientific research, and radical new theories have again and again been invented by scientists.
            The practice of normal science depends on the ability, acquired from exemplars, to group objects and situations into similarity sets which are primitive in the sense that the grouping is done without an answer to the question, “Similar with respect to what?” One central aspect of any revolution is, then, that some of the similarity relations change. Objects that were grouped in the same set before are grouped in different ones afterward and vice versa. Think of the sun, moon, Mars, and earth before and after Copernicus; of free fall, pendular, and planetary motion before and after Galileo; or of salts, alloys, and a sulpuhur-iron filing mix before and after Dalton.