Samuel Beckett, the incomparable Irish playwright, widely regarded as the embodiment of art for art's sake aestheticism. He hated the sale of goods of any kind, famously describing it as a "mercantile Gehenna." However, despite its anti-business reputation, Beckett is the perfect role model for our paradoxical times. His "no better" philosophy very much in keeping with the work of modern control, hyper-competitive, warp-speed world of fads, fashions, and the here-today-gone-tomorrow obsession consumer. Argues that in a world where every business customer oriented and every manager is conversant with best practice, tutorial, Beckett unique aesthetic encapsulates several important secrets of success in business and branding. "Hide
by Stephen Brown Source: Business Horizons 9 pages. Publication Date: March 15, 2006. Prod. #: BH192-PDF-ENG
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