Ebook Business is Beautiful: The Hard Art of Standing Apart, by Jean-Batiste Danet, Nick Liddell, Lynne Dobney, Dorothy MacKenzie, Tony Allen
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Business is Beautiful: The Hard Art of Standing Apart, by Jean-Batiste Danet, Nick Liddell, Lynne Dobney, Dorothy MacKenzie, Tony Allen
Ebook Business is Beautiful: The Hard Art of Standing Apart, by Jean-Batiste Danet, Nick Liddell, Lynne Dobney, Dorothy MacKenzie, Tony Allen
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Accepted wisdom tells us that business should come before pleasure, or that the two should never be mixed. Business, it seems, was never intended to be pleasurable. During an economic crisis, in particular, business is easy to portray as a cold, unforgiving environment. But business isn’t like that. Business is people—people who come together to achieve more than is possible individually. Achievement is easily measured through profit, but value is a much bigger concept. Beyond profit, businesses have the ability to make valuable contributions to society. A man in Denmark has turned his love and compassion for his deaf wife into a business that helps millions, as well as makes millions. A doctor has set up a new model hospital to provide affordable healthcare in India. Business provides countless examples of companies that have achieved greatness; companies for whom profit is necessary but not a sufficient condition for success. These stories and the business lessons (often immeasurable) they provide are brilliantly captured in this highly original book.
- Sales Rank: #3901352 in Books
- Published on: 2013-07-10
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .50" w x 6.00" l, 1.20 pounds
- Binding: Paperback
- 224 pages
Review
"Don't hate a business because it's beautiful. Strive to be more like it using the guidance you'll find in Business is Beautiful. This lovely book is filled with stories of companies that have been inspired by beauty of all kinds - aesthetic, scientific, ethical and more. This is a new look at the search for excellence that I think will resonate with many business leaders." --Daniel Pink, author of A Whole New Mind, Drive, and To Sell is Human
About the Author
Jean-Batiste Danet is the CEO of Dragon Rouge, one of the world’s leading design and innovation agencies. Nick Liddell is director of strategy for Dragon Rouge. Lynne Dobney is group director of knowledge and reputation for Dragon Rouge. Dorothy MacKenzie is UK chairman of Dragon Rouge. Tony Allen is group director of corporate branding at Dragon Rouge.
Most helpful customer reviews
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Business as art rather than science
By Jonathan Gifford
The central argument of Business is Beautiful is the heretical idea that perhaps we have reached the end of the line with the approach to business dictated by the dreary methodology of management science. `We've dissected the subject of business to death with the cold, dispassionate scalpel of statistical analysis,' argue the authors.
Businesses seek to inspire emotions in us: joy, surprise and desire, for example. The businesses that fail to inspire us in this way will fail. Successful businesses engage us in an emotional, rather than in a rational, way. Apple never said that its computers were better than other computers because of any particular feature or benefit; they said `Think different' and, `The people who are crazy enough to think that they can change the world are the ones who do,' and they left it to us to decide if this was the kind of company that we would like to do business with.
Management scientists will no doubt attempt to analyse emotional intangibles, and are probably busy inventing measures that will help them to quantify `joy' and `desire'. We could continue to invest more money and to develop ever more complex technologies in the search for the elusive, scientifically-proven route to business success. Or, as Business is Beautiful refreshingly suggests, we could admit that there are `intangible drivers of commercial success that defy measurement.'
Just as art and science are not entirely incompatible, the authors argue, so neither are business and human interests. `If you don't take your business personally, then each day you come into work you will die a little. You must bring yourself into work.' Business, the book is arguing (and as you may well guess), is (or could be) beautiful.
The authors identify five qualities that they believe are exhibited by successful businesses, and argue that these are not `measurable' in the usual sense: Integrity, Curiosity, Elegance, Craft and Prosperity.
It's a good list. We may have other qualities that we would add; the core point is that these are not `metrics'. There is no system that can be followed that will deliver elegance, or craft or - by implication - prosperity, by which the authors mean a general prosperity of the whole community, rather than the enrichment of a few directors and shareholders.
The book goes on to illustrate this general philosophy and these specific business qualities via interviews with executives and founders from an impressive selection of businesses - many familiar: 3M; Conde Nast; Arup; BMW - and some less well known (at least to me): the Parisian electric car-sharing enterprise, Autolib'; the customer-obsessed Brazilian retail chain Pao de Azucar; Narayana Hrudayalaya Hospitals, who are developing a new business model for delivering affordable heart surgery in Asia and Africa.
Some of the quotes from the interviews with these companies' spokespersons could have used a little more editing, but it is never a bad thing to have verbatim quotes from successful businessmen and women, talking about why they believe their businesses are successful.
The book has the kind of production values that you would expect from a book that promotes elegance and craft.
A thoroughly enjoyable read and another step towards an intelligent, twenty-first century model for business.
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