The idea of entrepreneurship has changed. If earlier it was connected to a greater extent with commercial interests, today it has long gone beyond them. Modern business is a special kind of economic creativity and one of the ways of emotional unification. In my new author’s column for Forbes, I tell why company founders should develop a sense of beauty.
Every strategy, product launch, or marketing campaign begins with data analysis. But here lies a paradox: data only tells us what has already happened. It captures the past, while real market success belongs to those who can create products that resonate with the future. This is where art enters the picture — an area entrepreneurs have long regarded as secondary.
Artists still often view commercialization as a necessary evil, a way for their work to be seen and supported financially. Businesspeople, on the other hand, may see art as merely decorative — a branding tool or part of a company’s image. But the humanistic strand of modern entrepreneurial theory offers a different perspective: private commercial interests must now align with the common good. Without this, truly successful projects cannot thrive.
A new entrepreneurial culture is essential. Wind energy, biodegradable packaging, electric vehicles, organic foods—these are not just products; they have additional ethical value. They represent a shift in how business interacts with both society and the environment. Entrepreneurs who aspire to shape the future, not just interpret past trends, are now merging business with aesthetics.
Read the full Forbes column: https://www.forbes.ru.