Artistic business is when businesses avoid developing products through marketing research. This strategy is employed by the likes of Sony founder Akio Morita and Apple’s Steve Jobs. One well-known story is how Morita saw his son walking around with a tape deck radio and it made him wish he could listen to music while walking?this led to the development of the Walkman. There are places where Jobs imitates Sony, and his approach to design is incredibly artistic and right-brained. One of these right-brained ideas was to “sell dreams, not products”, and this image is reflected in the Apple products he creates.
Apple holds a massive share of the market, but only has about 20 in-house designers. The company also seeks very little outside collaboration. The Sony Design Center, on the other hand, houses over 400 designers. Contemporary Sony design has become rigidly product-based. But no matter how expertly the company is run, there are no hit electronic products. After all, you can’t produce revolutionary products unless you step outside the limits of the design business.

While my first point was that art has become an industry, my second point was that art is required for a business mindset. Once companies become aware of the importance of right-brained talent, they will transition from design business to art business as we move forward in this new era.