We were largely inspired by two manifestos, Sister Kreata Kens and Tom Sacks. We probably had 50 to start with and then we sort of whittled them down over time. They've always been inside voice for us as a team. And now we're publishing them. So you can see them,. But we're going to go through the first seven because there's 13 rules, because 13 is a very magical number. There are 13 moons in a year. It's spooky.

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