We live only to discover beauty

This past week (May 9 to 15 2011), I received a number of comments re a short story I wrote about a Swedish-based company that offers study abroad programs and language courses. The story was titled “The soul never thinks without a picture.”

Why did this short story attract so much attention?
Is it:
a. Because the message was so understated?
b. Because videos featured in it instantly change our mood?

My best guess is: b.
Because what we find beautiful is usually something that changes our mood not our mind.
As Kahlil GIbran, Lebanese born American essayist, novelist and poet (1883-1931), said:
We live only to discover beauty. All else is a form of waiting.”

“How does this relate to my business?” Is that what you’re thinking right now? Here’s how: Let me remind you that one of the definitions for the term beautiful by the Oxford English Dictionary is: “Excelling in grace of form, charm of coloring… and other qualities which call for admiration…” You see, upon hearing the word beauty, it’s tempting to first think about beauty in terms of physical beauty. But actually, there are many other things and qualities that we find beautiful, that we admire.

Think authenticity.

Think trustworthiness.

Think clarity.

Think commitment.

Think ease of use.

Think simplicity.

Think consistency.

Consider FedEx—is there beauty in its promise When it Absolutely, Positively has to be there overnight? Said differently, is there beauty in having peace of mind? Absolutely!

There’s nothing shallow about the FedEx level of commitment and consistency. That’s why they touch a customer’s every sense. What FedEx stands for is essentially truly beautiful, and those are the main reasons why FedEx has been so successful. (You of course are not under obligation to accept the conclusions I draw here.)

My 2¢: It’s clear to me that beautiful businesses touch our senses because they give pleasure to our senses. It’s also clear to me that every business has a personality. Your business is no exception.

Your business is what people see.

Are they seeing authenticity?

Are they seeing trustworthiness?

Are they seeing clarity?

Are they seeing simplicity?

Are they seeing consistency?