From philosophers living in Ancient Greece to scientists pondering difficult questions in our time like Einstein, smart people have been looking for a fundamental framework that underpins everything  in our world and perhaps in the universe – the “Theory of Everything”

Whether there is a formula that lies at the core of everything, we don’t know. What we can often observe, however, is that events from spheres of life that have nothing to do with each other are sometimes so similar that one can be used to explain the other – the essence of an analogy.

To us, the ability to make analogies suggests a common underlying structure for some processes. Not only that, but we believe that analogies are an efficient method for “translating” difficult concepts into common language, which leads us to part one of our mission:

Explore complex matters through simple, common language.

We hope to help people understand complex concepts and provide them with an easy way to explain these to anyone interested in them. Using simple, common language to explain complex matters allows us to reach a much wider base of people – this brings us to part two of our mission:

Reduce barriers to learning and sharing complex information, so that knowledge can spread beyond specialist circles.

Let’s get on it with it.