The concept of Phi is essentially a part of nature, a tendency towards aesthetic and functional harmony. It looks and feels good, and it works well. It's a nice marriage of form and function. Strong form and effective function tend towards each other and support one another.
Physical Phi represents that golden mean, that divine ratio that intrinsically feels right, and actually works really well. It's elegant and distills down into simple, concise rules. Technological Phi is that design that makes a user say, "Wow, why hasn't it always been like this? It feels right and it works. It's simple."
Phi Services as an organization is about that tendency. Our approach has always been to focus on both what needs to be done and how to do it, in that order. Technology should support and enhance what you need to do. A work process shouldn't necessarily change just because a new technology element has been introduced. The process may change if it's appropriate, but a new technology shouldn't force a change.
So, Phi is a concept and a state of mind as much as it is a constant or a measurement. It's a sort of equilibrium, a simplicity, an elegance. It has an intrinsic logic that seems so obvious once it's been stated or identified that you wonder why things haven't always been like this.
It can be summed up in one simple phrase: "That just makes so much sense..."