Strategy as Organizational Sense for Aesthetics LO24094

From: Winfried Dressler (
Date: 03/01/00

Replying to LO24063 --

Dear professionals of strategy members of this list,

Andrew Campbell wrote:

>Instead now though I want to express the idea,
>sketch out a little an idea that AESTHETIC
>appreciation of landscape is fundamentally
>connected with a human capacity to live and
>organise his thoughts and himself thereby.

and later (after sketching examples of John, Fred and a bird being
attracted by landscape):

>I wonder if anyone more experienced than me
>in organisational life could extend the 'cues' of
>what is so appealing about that landscape to live in.

I never thought about corporate strategy as the development of
organizational sense for aesthetic.

But the more I think about it, the more sense does it make to me.

Adjustments to changes in environment; analyzing market/stakeholder
attractiveness, Porter's five forces, assessing competitive advantage; the
core activities for the three time horizons position, differentiate,

Isn't the final decision on where and how 'to settle' seldom based on
assessments of numbers with all the written and unwritten assumptions
behind but mostly based on an emotional attraction, which one may call
'sense for beauty'? Care, committment, it all comes later, fueled by the
'beauty I have seen'.

>Perhaps this is what the CEO of Scania was
>'plugging into' when he '-listened for the Music?'

It is not only about the desire to 'be there', but also the fulfillment of
'being here'.

But I have written already more than I wanted to. Will anybody dare to
connect to this idea and explore the relation of strategy and aesthetics?

Liebe Gruesse,



"Winfried Dressler" <>

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