Solicitation letter. Revised yet again.

[From Dag Forssell (931207 1215)]

I gained welcome inspiration from Bill's posting: PCT is about
experience yesterday (931206.0200). I have used parts of it in this
solicitation letter as you can see. This letter is printed on legal
size letterhead with the Engineering Management Journal article on the
back. Legal size was required to include the article's definition of
perceptual control and results paragraphs.

Any suggestions for improvement, however nitpicky, are solicited.


Purposeful Leadership(R) Dag Forssell MSME, MBA
                             23903 Via Flamenco Valencia, CA 91355-2808
                               Phone (805) 254-1195 Fax (805) 254-7956
                                                     MCI mail: 474-2580

Richard Marken December 7, 1993
Control Systems Group
10459 Holman Avenue
Los Angeles, CA 90024

Dear Mr. Marken:

Is it not strange that in our advanced age we are continuing to make
rapid progress in the physical sciences and engineering, but unable
to find good answers for chronic problems in education, family
relationships, social policy, management and leadership? Perhaps we
are not nearly as advanced in as many ways as we like to think.

Modern physical science and engineering has its roots in the 17th
century identification, description, quantification and application
of everyday physical phenomena such as inertia, force-acceleration,
action-reaction, and gravity. These phenomena may be called
functional principles or laws of nature. Once the phenomena are
described, _anyone_ can verify their 100% validity from personal
experience. Previous concepts (such as impetus theory) proved
inadequate and died with their advocates.

Contemporary psychology and social science is based on a "scientific
method" that can easily be shown to be inadequate to study the central
phenomenon of our experience.

To develop a scientifically valid psychology of the future, which will
be able to show us how to "engineer" solutions to our chronic
problems, we must first identify what the central phenomenon is and
agree on it. The new science of Perceptual Control Theory (PCT)
suggests that the phenomenon which is most basic is that: *We act in
order to affect what we experience*. We grow up and learn how to
affect experience to make it come closer to what we want it to be, and
as long as that is what we want, to keep it in that form. Examples
are found in how we eat, walk, drive cars, find our way to a
restaurant, kiss our loved ones, argue with our colleagues, scratch
an itch, build our confidence, comb our hair, earn money. To study
this phenomenon is to study every- thing we do, every moment of every

If you agree that this is a real phenomenon of experience, _your own_
experience, 100% of the time, then you have already grasped the
foundation of the new science. As you learn more, you will quickly
see that when you study how people get along together, it makes a
great deal of difference whether you believe that each person is
actively directing his own experiences (or trying to) or whether each
person is reacting to causes, whether from the outside or inside.

As a manager, I have tried to understand how and why people behave and
interact, in order to be a better leader. I became aware of PCT
several years ago and have studied it with support from the originator
and the group of researchers who develop and apply this new approach.
I have found it clear, effective, and deeply satisfying in my own
life, both at work and at home. I have developed a training program
to teach the theory and show how it can be applied to improve
management practices.

On the back side of this letter, you will find a copy of page 1 and
part of page 2 of an introductory article. We will be pleased to send
you a reprint of the complete article along with a booklet that
describes our training program and suggests ways for you to evaluate
these ideas further, without obligation. Just call or return a copy
of this letter with a note on it.

We would like an opportunity to show you the functional principles of
perceptual control and how to apply them.


Best, Dag