Our Philosophy
Jehane Ltd is more than a creative agency - it is a philosophy in motion where art and ideas meet, inspire, and endure.
Jehane Boden Spiers - Founder Jehane Ltd
Creative philosophy in practice
At Jehane Ltd, creativity lies at the heart of everything we do - an evolving journey shaped by curiosity, individuality, and intention. We transform ideas into meaningful, human-led work that resonates and lasts.
We believe creativity is deeply human. It’s not about following trends or templates but about thoughtful process, joyful exploration, and artistic integrity. We honour that by being intentional in how we work, who we work with, and how we bring ideas to life.
This philosophy is deeply influenced by the pioneering work of Professor Maggie Boden — cognitive scientist, AI theorist, and beloved mother of our founder, Jehane Boden Spiers. Maggie’s research explored the nature of creativity, thought, and purpose, alongside the ethical dimensions of emerging technologies. Her thinking continues to shape everything we do. It’s this human-led approach that allows us to create work with true depth and resonance — for the people we work with, and the stories they tell.
“Creativity is the ability to come up with ideas that are new, surprising, and valuable.”
Inspired by Maggie Boden - AI, Cognitive Science, and Creativity
Margaret ‘Maggie’ Boden OBE (1936–2025) was a philosopher and professor of cognitive science at the University of Sussex.
One of the world’s most influential voices in the study of creativity and artificial intelligence, her book, Artificial Intelligence and Natural Man (1977), established her reputation as an authority on AI and is sometimes referred to as the world’s first book on artificial intelligence.
Maggie’s pioneering research showed how AI could act as a way to better understand human creativity and mental processing. She identified three key pathways to creativity which she called the Three Roads to Surprise:
1. Exploratory Creativity
- deepening understanding within a given framework
2. Combinational Creativity
- combining ideas in new and surprising ways
3. Transformational Creativity
- reshaping the rules to create something radically new
These ‘Three Roads’ continue to inspire how we approach creativity at Jehane Ltd, guiding us as we push boundaries, blend influences, and redefine possibilities.
Maggie Boden - Photograph © Jehane Boden Spiers
“Both the failures and the successes of AI help us think more clearly about our own creative powers.”
Creativity in Practice at Jehane Ltd
Over many years, Jehane Ltd has naturally developed ways to explore, combine, and transform ideas. Though arrived at independently, our creative approach resonates with and reinforces Maggie’s insights, adding depth, originality, and thoughtful perspective to our projects and vision. Maggie Boden’s groundbreaking work in artificial intelligence and cognitive science has profoundly shaped our understanding of thought, purpose, and creativity.
Exploration - Curiosity-led processes that open fresh possibilities, allowing new ideas to develop through investigation, self-reflection, and identification of personal criteria (exploratory creativity)
Combination - Cohesive experimentation and discovery that sparks unexpected connections and playful combinations, generating refined, successful solutions (combinational creativity)
Transformation - Distinctive voices expressed with clarity and purpose, reshaping concepts into original work that resonates with audiences, drives impact, and delivers valuable returns (transformational creativity)
This philosophy informs how we create and collaborate with artists worldwide, fostering exploration, shared growth, and the flourishing of innovation.
At Jehane Ltd, we prioritise human-led creativity and do not work with generative AI. As Maggie Boden famously remarked in an Aeon essay on AI, “Robot says: Whatever.” Unlike machines, we care deeply about purpose, clarity, and personal expression in every piece we produce. We put care at the heart of creativity.
“Creativity isn’t just about ideas - it’s about shaping them in an authentic way that resonates, inspires, and endures”
Celebrating a Living Legacy.
At the heart of our work is a commitment to authenticity, original ideas, intentionality, and a deep reverence for the creative process. The vision of creativity and interdisciplinary thinking that defined Maggie’s remarkable life continues to infuse every project we bring to life. We put care at the heart of creativity.
“Our home was always full of ideas, laughter, and the colours Maggie loved. Her favourite book, Alice’s Adventures in Wonderland, captured her perfectly — curious, clever, and open to the unexpected. Her warmth and insight continue to guide me every day. But most of all, she taught me to value intention — to trust in the power of human-led creativity, and to always think deeply about how and why we make. By sharing our creative process openly, we honour her legacy — one that not only shaped our beginnings, but continues to light the way forward.”
“We put care at the heart of creativity.”
For those interested in diving deeper, here are some key works and interviews that showcase Maggie Boden’s profound influence on creativity and AI.
The Life Scientific Interview - BBC Radio 4 (2014)
Artificial Intelligence - A Very Short Introduction (2018)
The Creative Mind - Myths & Mechanisms (2003)
Mind as Machine - A History of Cognitive Science (2006)
Artificial Intelligence and Natural Man (1977)
Guardian Obituary - The Guardian (2025)
Last Word - BBC Radio 4 (2025)
Margaret Boden Curriculm Vitae
“As we carry Maggie’s legacy forward, her love of purple reminds us that creativity is both bold and deeply personal. ”
We have embraced purple as the new colour of our logo — a vibrant symbol of inspiration, individuality, and creativity.