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Connecting Beauty And Business. New Mindsets For New Challenges


A sustainable and successful business now requires much more than there is. What if considering new possibilities and competencies directly related to human kind, such as philosophy and art?

What if “Beauty” as transformative agent of change?

Mark Rothko (1903–1970)

Pursuing beauty is a powerful human purpose 

Here are some insights for you to consider beauty in your strategic thinking that I have connected after reading the article “Rothko on Beauty, Friendship, and How the Emotional Exaltation of Art Mirrors Human Relationships” by Maria Popova

Beauty is a powerful experience

Beauty is one of the most effective mode of communication.

“The perception of beauty is an emotional experience that involves a set of sensations that go straight to the heart”.

Rothko considers the function of beauty not only as a deeply emotional experience but as a bonding agent that creates deep resonance between those beholding it.

The more people you touch, the more beautiful it is.The more beauty you create, the deeper you resonate between those beholding it. The more beautifully you resonate, the more possibilities you create.

Figuring out the formula to touch people hearts with a practical intention and live to do it again is a beautiful purpose and also a beautiful challenge that points directly to a human-centered, Design Thinking methodology. 

Whatever form it takes

“Beauty has traditionally been counted among the ultimate values, with goodness, truth, and justice”.Stanford Encyclopedia of Philosophy

Beauty is a type of emotional exaltation which is stimulated by certain qualities such as transparency, coherence, honesty, humanity, collaboration and generosity. These are also qualities that define great strategies -communication, business- and deliver beautiful outcomes and results.

Beautiful strategies, beautiful outcomes

It is a great challenge designing a purposeful experience of beauty for a predefined group of people, mainly because beauty cannot be faked: The beauty equation works only if you create real beauty.
A beautiful professional practice leads to beautiful outcomes.

“When I am working on a problem, I never think about beauty, but when I have finished, if the solution is not beautiful, I know it is wrong”-B. Fuller


Actions of beauty

Pursuing the beauty equation in a professional context is a rare competence related to a strategic thinking and the creation of practical actions that build possibilities and solutions despite complexity.
Concepts and actions related:
  • Making sense of complexity
  • Find a new solution to a difficult problem
  • Create opportunities when there was nothing apparently
  • Make an idea real
  • Spot something before it’s obvious to everyone else
  • Deliver conceptual creativity to your organization
  • Providing qualitative value for your clients
  • Build the steps to connect innovation to reality
  • Design a strategy that works
  • Collaborate the more the better
Is it not the purpose and ultimate goal of any brand, business or innovation to reach out the more people the better…and the deeper also?


  1. Me gustó de sobremanera la temática de el tema y lo voy a referenciar en mis redes.
    Fue de mucha utilidad y me gustaría darles las gracias.

    Ya me lo he salvado en mis bookmarks para tenerlo
    a la mano.

  2. I am not sure where you’re getting your info, but good topic.

    I needs to spend some time learning much more or understanding
    more. Thanks for wonderful info I was looking for this information for
    my mission.

  3. PBD Agency says

    Muchas gracias por tus palabras y por referenciarme. Me alegro que te guste esta temática tanto como a mi.
    Un saludo.

  4. PBD Agency says

    Thank you so much for your kind words. Glad that my insights are useful to you.
    Regarding your question: these are my own thoughts gained from experience. As a creative marketer professional and also a philosophy major, I have come to the conclusion that “beauty” in business is about kindness, passion and honest purpose.

    Best regards,

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