[1/2] Why are world-class elites developing an aesthetic sense? - art and science in a management - This book is insane! I think this is potentially the best business book in this year (this book was actually published in 2017;). Okay... I'll try to translate and share the contents as plain as I can:) The main concept of this book is explaining, as titled, why world-class elites or future executives invest in developing the sense of beauty instead of business management skill like MBA, which, at least for me, is initially come up with when it comes to business. To answer this, the author shows three reasons why they or today's companies need an aesthetic sense. To support this concept, there is an article titled "The MFA is the new MBA" (MFA = Master of Fine Arts) in Harvard Business Review in fact. It's said that the importance of conceptual skill that the people study in the program of fine art is increasing nowadays rather than analytical skill learned in MBA. It is stressed that polishing our aesthetics is not to become a good-looking educated person but for the purely economic purposes. The three reasons are as follows: 1) The way of processing information in a logical and rational way is almost developed. It is not very difficult for a business person to pick up those analytical skills, in these days. However, we tend to reach the same answer when we solve the same market problem thanks to logical-thinking. Providing we reached the same answer, we would offer the same solution for our customers, meaning we enter into the so-called red ocean market where tons of suppliers struggle to take the limited market. This is, therefore, a problem of differentiation. Plus, the market issue nowadays is not as simple as we can handle logically. It is volatile, uncertain, complex and ambiguous. With only an analytical problem-solving, we would never reach a solution that the market would be satisfied. In this situation, business leaders need to catch essential voices from the chaotic market with his/her intuition and make a decision, with his/her creativity, about what kind of crazy idea they will create so as to give their customers pleasure. To do so, it requires to develop aesthetic sense.