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Fostering Creativity in Self and the Organization by Eric W. Stein

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Chapter 7

Deepen Your Aesthetic Awareness

Leonardo da Vinci combined art and science and aesthetics and engineering; that kind of unity is needed once again.

—Ben Shneiderman, Professor of Computer Human Interaction

The word aesthetics is one that is seldom used in the context of business. We usually talk about the bottom line, profits, or business models, but let me convince you that aesthetics is just as important. Aesthetics is one of the primary means for evaluating creations (from the viewpoint of the consumer), and it is a fundamental component of design (from the viewpoint of the designer). Although it may be assumed to be restricted to the judgment of works of art, don’t be fooled; every consumer is evaluating products and services based ...

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