Angus Jenkinson

Angus Jenkinson

  • Krijgskundestraat 33

    1160 Brussels


1995 …2022

Research activity per year

Personal profile


Angus Jenkinson is researching and developing methods related to the organizing identity of companies (of all types). In a tradition that includes Aristotle's entelecheia and Maturana's autopoiesis, the emerging theory of propriopoiesis posits that companies can be social organisms. He was professor of Integrated Marketing from 2001 to 2011 at the University of Bedfordshire in England. His professional field has been related to organizational identity, marketing, systems, organisation development, and light touch change. In this he has been active in developing fundamental theory and thinking tools that have been deployed by hundreds of companies and thousands of people. They are informed by a synthetic weave of technical and scientific disciplines including cybernetics, systems design, sociology, Goethean and hermeneutic phenomenologies, perceptual control theory, change design, Lievegoed's OD and Steiner's Geisteswissenschaft.

He did not follow a conventional academic path. After an early period as an educator and school founder, he worked in software and systems in IBM and two leading software firms, cofounding one. This became a pioneer and world leader in digital marketing and customer relationship management. Here he designed an innovative system that became a benchmark, and he was recognised as an authority in the field serving as an advisor and designer of creative and business methods that had global impact. This conceptual space is the organizing and integrative interface between company and customer, the moment of truth or touch point in which value does or does not arise. How the company self-organizes as a living, ethical, coherent body and how this is experienced relates to such fields as psychology and social groups, theory of the firm, business and service models, design, brand, culture, and enabling control systems. 

Research interests

Propriopoiesis concerns how a company makes (or realizes) itself according to itself. “Companies” includes every form of viable social institution (as government, NGO, or firm). Companies are not society at large, which was Niklas Luhmann’s general focus. I always aim to connect practice and praxis with theory in experience. I think this benefits the scientist.

Some of the related fields:

  1. The organizing identity of companies. I have been developing new methods of recognizing and working with corporate identity (whether seen as brand or culture or system identity). The Virtuoso capability deploys a logical circle of significant organizing aspects. 
  2. Overcoming aspects of the climate of Kant’s ongoing influence
  3. Cybernetics as it derives from the domain of the living. (It has been applied to machines as a simulacrum of the living.) Cybernetics pertains to the living because it deals with contextual responsiveness to situations as they are determined by the agent. A “situation” is what an observer consciously or unconsciously perceives to be what is going on. 
  4. Wholeness and metamorphosis as a feature of life and autonomous organic identity and morphology of structure, process, and identity patterns. Varela's star cybernetics is relevant as is Bortoft, Barfield... The recursiveness of autonomy in the reflexive possibility of a free state of thinking. Its cultivation.
  5. Choice coupled with prediction of outcomes means moral coupling with consequences. I have argued that this means that a moral order is constituted in nature, an ordering not by nature’s processes alone (as science normally considers them) but also by human interventions over which choice is possible. Ternary cybernetics offers a useful approach to this. Value co-creation and its organizing activity in coherence and structure represents an important research space.
  6. Scientific method: its expansion to accommodate cybernetic and related disciplines. This includes recognising the noetic field as an ontologically necessity within a monistic episteme.
  7. Light touch change design, its proper use in large-scale change in complex situations, and the recognition of contemporary uses in social manipulation. LTC draws on a cybernetic blend of theory and practice with proven effectiveness.

External positions

(General) Secretary & Trustee, Cybernetics Society

11 Jul 201912 Jul 2021

Director, Thinking.Institute: The Centre for Thinking Futures

30 Apr 2015 → …

Professor and Research Director, University of Bedfordshire

1 Jan 200230 Aug 2011

CEO Thinking, Thinking

30 Apr 1991 → …


  • free keyword
  • cybernetics, perceptual control theory, Goethe, propriopoiesis, service dominant logic, integrated marketing, digital economy, organisation identity


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