Our Philosophy
Jehane Ltd’s philosophy is built on creative exploration, individuality, and transformative ideas.
Jehane Boden Spiers - Founder of Jehane Ltd
Creative philosophy in practice
Our philosophy at Jehane Ltd begins with creativity. Driven by exploration, shaped by individuality, and sustained by transforming cohesive ideas into original, valuable work that resonates and endures. This approach is deeply influenced by the work of Margaret Boden, Jehane Boden Spiers’ mother, who was known as ‘Maggie’. Her ground-breaking research in artificial intelligence and cognitive science uncovered the workings of purpose, pscyhology, the ethics of AI, and the creative mind. Maggie’s interdisciplinary approach continues to inspire Jehane Ltd’s multifaceted creative practice. Our focus is on authenticity, original ideas, intentionality, and a keen interest in the creative process.
“Creativity is the ability to come up with ideas that are new, surprising, and valuable.”
Margaret 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; Three Roads to Surprise
i) Exploratory Creativity
- deepening our understanding within a given framework
ii) Combinational Creativity
- bringing together ideas in new and surprising ways
iii) Transformational Creativity
- re-shaping the rules of the game to create something radically new
This approach continues to shape how we think about AI & creativity.
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
At Jehane Ltd, each initiative and project is guided by and echoes these three ways to work creatively;
Exploration - curiosity-led processes that open fresh possibilities and allow new ideas to develop through investigation, self-reflection, and an identification of personal criteria (Exploratory Creativity)
Combination - cohesive experimentation and discovery that sparks unexpected connections and playful combinations, generating refined and successful solutions (Combinational Creativity)
Transformation - distinctive voices expressed with clarity and purpose, reshaping concepts into original work which resonates meaningfully with audiences, drives impact, and delivers valuable returns (Transformational Creativity)
Jehane Ltd does not work with artists using generative AI programs. Our focus is on creating intentional artwork which machines can’t compete with. Each artist at Jehane Ltd embraces their own voice, making deliberate choices that reflect personal authenticity, professional clarity, and human consciousness.
This philosophy shapes both our own creative work and the way we mentor and collaborate with artists around the world.
“Creativity isn’t just about ideas - it’s about shaping them in a way that resonates, inspires, and endures”
Celebrating a Living Legacy.
Jehane Ltd is more than a creative agency—it is a living continuation of a philosophy that bridges ideas and creative practise. Our work follows a golden thread of creativity, celebrating original work that is both meaningful and enduring.
”Our home was full of stimulating conversation, playful humour, and the colours Maggie loved. Her favourite book, Alice’s Adventures in Wonderland, mirrored her approach—curious, witty, and full of delight in the unexpected. In carrying forward Maggie’s understanding of the creative mind, and putting it into practise, we ensure her legacy resonates through our projects, our partnerships, and our community. Shaping not only the present but future generations” - Jehane Boden Spiers
Maggie was a devoted mother to Jehane and Ruskin and a loving grandmother to Byron, Oscar, Lukas, and Alina.
Discover more about Maggie Boden’s legacy - selected books and resources
Artificial Intelligence and Natural Man (1977)
The Creative Mind - Myths & Mechanisms (2003)
Mind as Machine - A History of Cognitive Science (2006)
Artificial Intelligence - A Very Short Introduction (2018)
The Life Scientific - Interview, BBC Radio 4 (2014)
Margaret Boden Obituary - The Guardian (2025)
Last Word - BBC Radio 4 (2025)
Margaret Boden CV - Maggie’s website
“Maggie’s love of purple reminds me that creativity is both bold and personal.”