CHAPTER EIGHTArtisticOutputs inBusiness

In business, some desired outcomes are more appropriately described as artistic than economic. The four we discuss all have a dual nature, embracing and blending seeming opposites. Beauty gets its power from being simultaneously stimulating and calming. Excitement is most compelling when we get safe thrills. Enjoyment comes, paradoxically, from finding freshness in a familiar context. And meaning is strongest when we manage to personalize what’s universal. In each case, the outcome’s duality enhances its power.

In this chapter we will look at outputs of artistic processes and how they enhance the value of economic goods and services. Seeing how their strength comes from the dualities underlying them, you ...

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