The successful 21st century manager will have to learn to migrate from the muzak economy of the shopping centre to the Mozart economy of mass customisation and a richer quality of life.
Everywhere companies and their brands are shouting for our attention in the global language of design. Only the most memorable win. Consumers now expect to experience the pleasing sensations of style and beauty from the companies they deal with.
Beautiful Corporations shows how a strong corporate "personality" is a competitive advantage or differential that the most successful companies utilize as part of their overall strategy. These "beautiful companies" use excellence in corporate expression such as visual design, written communications, and the ergonomics of the workplace to create competitive advantage with regard to acquiring and keeping customers and employees, motivating the workforce, and positively influencing the public and stakeholders.
Corporations rule the world. Beautiful Corporations is about their design and attitude.