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I argue for taking John Dewey's pluralistic ethics as a starting point, or embedded practice, from and in which technological innovations are conceptualized, critiqued, designed, tested, and eventually implemented. Dewey reconstructs human reason into operational intelligence where all behavior becomes gradually imaginative. I take Dewey's view of moral deliberation as a basis for a responsible process-based methodology combining creative technological design with the training of imaginative prospection. I further use Dewey's conception of technology that holds that implements, but also ideas and concepts are tools, forms of technology. I end by looking at the educational impact for the creative industries.