|
::: BEAUTY and Economy
management by Franco Cesaro
-----------------------------------------------------------
There is a link
between these
concepts despite
their seemingly
different criteria
of expression.
Both
need to be
taken into
account to
make a
business “grow” ...
The title of this article may seem an oxymoron:
especially at a time of crisis like
now, when there seems to be very little
beautiful about the economy. So why speak
of beauty?
To start with, we need to define what is meant
by beauty and the difference between beauty
and aesthetics.
Behind the concept of beauty lie personal
preferences, taste, history, predisposition and
experience; behind the concept of aesthetics,
something more profound and social. In fact,
aesthetics is a branch of philosophy in its own
right. For the purists it sits above ethics that is
the basis, as it were, of the economic system
we know as “capitalism”.
It should be noted that nowadays the concept of economy has evolved somewhat from its
original sense: the term “economy” derives
from the Ancient Greek word “oikonomia”
meaning administration of the home, the
family and family affairs and has thus also
been thought of as a mainly one of a woman’s
roles.
Contrary to what we are led to believe, the
economy is not a technical discipline, but
rather a humanistic-social science, as it deals
with people and its goal is to satisfy human
needs, or at least the needs of society, groups,
minority groups and people. This is the original
purpose of a business, the economic entity par
excellence.
::: SOCIETY AND EXTERNAL BEAUTY
Discursis. The standards for external beauty
have evolved and changed considerably over
the centuries. The earliest ideal of feminine
beauty was that of a woman who could guarantee
the continuance of the species and thus
the emphasis was on characteristics linked to
fecundity: exaggerated full figures. Over the
years, the idea of female beauty has altered to
suit the age and century, each favouring more
or less rarefied qualities in a woman. The standards
of beauty are, therefore, closely tied to
the historical period and social-economic conditions
of a people: during periods of poverty
and high mortality, the ideal of feminine beauty
has always been that of maternity, i.e. robust,
large women. The same is true in societies
where a woman is viewed mainly as a wife and
mother (or even the property of her husband):
in this case, a full figure represents a status
symbol for the head of the family. In order for
the species to evolve, the function of masculine
and feminine beauty was to find a companion
with whom to perpetuate the species. Natural
selection, however, is a two-sided affair: it lets
those individuals with the “most appropriate”
shape survive on the one hand, while on the
other – given that beauty is in the eye of the
beholder – it also allows for the selection of
suitable cognitive and sensorial skills.
::: INTERNAL BEAUTY
The history of mankind took a great leap forward
when, in Ancient Greek times, the idea
caught on that external beauty represents and
coincides with internal beauty. But the next
step was even more shattering: the standard for aesthetic perfection becomes not just the
measure of perfection that mankind strives for,
but also takes into account the internal world:
mankind discovers that the aesthetic moment
is linked to another level, that of ethics.
Fabio Romano (an Italian justice of the peace
and writer, e.d.) once said: “In order to talk
of internal beauty, man must acquire a sense
of his own responsibilities concerning evil: by
wavering between opportunities of good and
evil, he allows room for moral responsibility
and thus the chance to discover a beauty that is
not merely linked to external standards (physical
attributes in a biological, evolutionary and
cultural sense), but also anchored in the ability
to discern ethical virtues. Internal beauty is,
therefore, the ground on which man’s destiny
is fought.”
It is this very link between beauty “outside”
and “inside” and the organisational structures –
and this where “economy”, as a social science,
comes in – that is the subject of this article. In
the words of Ralph Waldo Emerson “Though
we travel the world over to find the beautiful,
we must carry it with us or we find
it not.”
::: LET'S SHED A BIT OF LIGHT ON THINGS
There is a lot of confusion about
the term “economy”: most people
today believe it means making
money, being successful or powerful,
though these are only the consequences
of correct “economical
behaviour”. It is easy to see why there
is now a crisis: we have twisted the principles
and methods of an ethical discipline
based on everyday life.
May I mention here that, according to ancient
medical science and the meaning that Hippocrates
the Greek father of medicine gave it, a
“crisis” is a moment of change, the climax of
an illness, the turning-point after which one
either lives, with more strength and immunity
to disease, or dies. So – if we adopt medical science’s
way of looking at a crisis – today’s political,
social and economic crisis should not really
worry us, as it means that we have reached a
crossroads. Once past this, we will all feel better
on leaving behind us this “illness” and so be
braver, stronger, more reflective, more experienced
and better able to face more complex,
difficult situations and perhaps more interesting ones. The problem is, perhaps, tiredness
or a desire for change: the older we are, the
less willing we are to change, as this involves
making an effort and even suffering. Today,
when life is so fast, it is becoming more and
more difficult to set aside the time needed to
change, we are less willing to go the whole way
and are always looking for a shortcut. People,
the market and society want everything immediately.
Some might say this is a typically masculine
trait: linear, simple, direct. The female
sex, on the other hand, is more caring, more
all-embracing and more complex… Though
this does not mean more complicated, but
rather more comprehensive, more able to
appreciate the many different strands of
life: this is true intelligence, i.e. the ability
to adapt to circumstances and so not
be afraid to face change.
In recent years our greatest problem
has been the rigidity of our economic
and business structures, especially the
more successful ones. The more successful
a model, the harder it is to embrace different
proposals, as successful people tend
to rest on their laurels, become content and
avoid change (innovation). Indeed, it is often
the most successful business that suffers from
this rigidity, eventually paying very, very dearly
for it.
::: A SOLID BASE
Let us consider three aspects of the question of
beauty and economy: the structures, the people
and the clients. These are basic elements
that, scientifically, affect efficiency, the quality
of trade, industry and, especially, service. These
three elements are crucial when it comes to
the economical viability, interest and beauty of
a business.
All businesses today are based on this concept:
they all know how to offer good products at
the “right” price. What makes all the difference,
however, is the service they offer and this decrees
their success.
When we think of beauty and if we want to
experience it, we must first start with beautiful
structures: homes, offices, factories, buildings
that are tidier, cleaner, larger, more spacious,
better looked after. In other words, more
beautiful. The second element, the beauty of
the people, needs to be defined by adopting
standards that are accepted by the majority of the population: is beauty that which is deemed
beautiful or that which pleases? Beauty is, in
practice, a concept that changes with each age
and culture. However, throughout history, man
has always believed in the link between beauty
and art.
The creation of beauty – and our pleasure in
creating it – and the economy are closely tied
up with our artistic capacity: the creative urge
we all feel and the desire to leave our mark on
this world.
How can a person who does not enjoy his job
be expected to do it well, be happy, feel satisfied
or create beautiful, useful and meaningful
objects?
So what is the link between the pleasure
in doing something and the passion (including
the idea of suffering) that drives
us to do it?
There is now the fear that we are losing our
sense of beauty in our work and in the pleasure
of “making” things, of working and of creating
even the smallest everyday things.
It appears that the business world, the world
of work, is becoming split in two:
• firstly, those who work out of necessity
(without any alternative or because they have
never questioned what they are doing) are
now working without any pleasure, without
understanding that the end does not necessarily
justify the means. Then there are those
who concentrate too much on the end, i.e.
business results, power, money, success. Of
course, no one can deny the usefulness and
importance of making a profit (the goal of any
process and having money in your pocket),
but we should not work merely for this end,
losing sight of the path leading to this, of what
comes before. We risk losing our pleasure in
making or doing things and the ethical sense
of what we are doing, because all means are
justified by the end (profit);
• others are more interested in the journey,
the path taken to reach the goal, i.e.
the beauty of what we do, what we enjoy doing.
This is a form of self-realisation. It is the
pleasure of leaving a mark on the world, of
building relationships, (typical of the feminine
side in everyone) and of enjoying the
fruits of our work.
::: THE 'BEAUTY' OF WORK
Why speak of work being beautiful? Where can we find the “beauty” of work? Personally, I find
it in the soul, in people and the sharing of opportunities,
wealth and success with others.
It is my experience that small successful businesses
have three main characteristics:
1. they have a keen sense of ethics and aesthetics
• the balance sheet is healthy, honest and
real;
• they are aesthetically beautiful (structures,
offices, fittings), clean and tidy;
• they are beautiful on the inside as their interpersonal
relations are happy.
2. they have strong ties with their local area
• in fact there is reciprocal recognition between
the local area and the business, of respect,
enhancement and sustainability;
3. they have a strong identity that they foster
with coherence, as it is a mark of distinction.
They are companies that stand out from the
crowd because they are able to prove their
uniqueness.
::: AND SO?
Beauty and identity should not be used as a slogan, but reflect the hope that
we can really come out of this crisis
by rediscovering the pleasure
in working, in attractive surroundings,
filled with beautiful people
working in harmony.
The real challenge lies in combining
individual wellbeing with that of the community,
by promoting a culture of wellbeing, a
culture of aesthetics and effectively promoting
these values in our everyday activities, gestures
and choices. The social challenge is far more
important than those who see businessmen as
insular, self-absorbed, individualist and cynical
beings realise.
One of my clients – the owner of a healthy
beautiful company – confirmed this for me
when, in my presence, he taught his son one
of his business principles: “Remember that
nothing is ever really yours until you
have given it to others.”
I would love to use him as a testimonial during
conferences on corporate social responsibility
and as a real example that economy can be not
just family-concerned, but also beautiful.
|
Add your company to 
Keep up-to-date on latest developments with Dimensione Pulito International ...
Go to reserved area ...