8 URBAN ARCHITECTURE
(2) resemblance, by which the qualities and properties of ideas are compared and inspected; (3)
and identity, by which uniqueness of ideas is emphasized.
Aristotle and Hume were among the first to suggest that the association of ideas can be
achieved by inspecting their individual attributes and identifying their differences. Following this
thread, how can conceptual services be effectively associated for the purpose of discovering new
ideas and establishing new service taxonomies? The answer to this vital question is related to
three major association principles: First, conceptual services should chiefly be associated by their
business context and affiliations and by the common business strategy that they were founded
on. Second, shared conceptual service attributes should be major determining factors for the
association process. The third principle is related to the unique characteristics that distinguish
conceptual services from each other.
These major association principles can be clarified further by the following example.
Imagine you had to choose the most safely designed and constructed buildings from the choices
depicted in Exhibit 5.8. Where would you prefer to spend your quality time? You would probably
evaluate and compare the four buildings based on their external shapes and their individual
stability and solidity properties. Obviously, the stability and solidity attributes were major driving
considerations.
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