Modern production is increasingly characterized by no-waste, no-buffer, just-in-time operations, full utilization of scarce resources, multiple objectives (quality, worker satisfaction, profits, etc. ), and continuous flexibility of design and redesign of systems. De Novo programming is intended to pursue these new requirements explicity. Using practical examples, the difference is demonstrated between 'optimizing a given system' and 'designing an optimal system'. New concepts of optimality, new ways of resolving Multiple-Criteria Decision-Making (MCDM) conflicts, and new conditions for optimal and continous system improvement, are called for and proposed.