An arts degree, some experts claim, is now one of the most desirable qualifications in the world of business. Yet cross-pollination comes with a high risk of failure – is it worth it?
by Ronald Jones @ Frieze
A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist.
R. Buckminster Fuller
Ideas and Integrities (1963)
Five years ago the newly appointed vice-chair of Global Product Development at General Motors, Robert Lutz, described the strategic shift he envisioned for the company to the New York Times: ‘I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.’ Whether Lutz’ remarks stirred their intended audience of car buyers may be in doubt, given that GM lost $10.6 billion last year, but they did please the cultural pundits, who heralded his bravado as the harbinger of a trend where artistic talent is trumping business acumen as multinationals adjust to a global economy.
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