The Human Side of Innovation by Mauro Porcini

Author:Mauro Porcini
Language: eng
Format: epub
Publisher: Berrett-Koehler Publishers

We must be students of life, students for life.

When taste and the ability to recognize beauty become important assets for a company and provide a competitive edge in the business world—and this is the case for our age of excellence, dominated by the visual culture of the digital world—then these organizations can’t rely any longer on the randomness of an aesthetic sense that differs between one leader and the next. The best approach is to trust a community that has made beauty, aesthetics, and taste its cultural and educational pillars and keys to success. I refer, of course, to the design community in a broader sense.

There is a very high probability of finding people with a good aesthetic sense in this creative world for three main reasons. First, people with a more developed natural taste are attracted from an early age to disciplines that privilege beauty. Second, if you aren’t able to recognize and produce beauty through your own work, then in the majority of cases your career in this world won’t take off, and you’ll end up doing something different. Finally, over the years, these people continuously refine the aesthetic sense that is part of their DNA through practice and experience, becoming professionals of beauty, generating a level of taste that people who have not undertaken this journey probably do not possess.

Being in touch with these communities also helps innovators who are not designers to develop their own aesthetic sense over time. And this is of extreme importance: the more people you have inside your organization who have a good aesthetic sense, the more effective your company will be in using this lever as a competitive advantage to create meaningful value for people.

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