Regarding the leadership paradigm in the 21st century, art - as one of the four drivers of success- should be used and implemented as the third production factor of a company in addition to the traditional way of creating capital value and employment.
Art can influence corporate repositioning by stimulating a high level of creativity and engagement, stronger energy and emotional communication.
The deciding factor in achieving competency in art is the starting commitment of the art strategy. The best approach in developing thid part of the corporate strategy considers the company’s origins, the characteristics of its DNA, the desired corporate brand positioning and previous experience with the use of art and existing art expertise.
Typically, the expected benefits using a systematic approach to the use of art pays off in the mid to long term. Therefore, it is crucial that a “zig-zag path” be avoided.
A company’s decision to use art must be as comfortable as a well-fitting glove. Importantly, art should complement the business strategy.
Companies often inherit an art collection from the business owner.
With this collection as a foundation, a more broadly based art program can then be developed which embraces creativity workshops for employees, customer relationship programs and recognition of gifted artists.
An entry with an existing collection is optimal. A theme oriented presentation of the art offers the employees the opportunity to view the art, allowing a corporate culture to develop based on openness and dialog, accepting diversity and fresh ideas.
The most demanding strategy is when the company decides to embrace “art” in conjunction with the drivers of success as the preferred path to improve operational performance. In choosing the highest level of competence, management needs to be aware that considerable resources will be devoted. At the same time, a long-term commitment is required. This is the only way to achieve the necessary operational skills, the required ability (competency) and the tenacity of many engaged executives.
After determining the desired level of competency, strategic planning should proceed referencing the nine fields of application. It is not essential that a company utilize all of them.
A guide for an art strategy can be found here.