Beautiful Corporations

Whoever said looks aren't everything was lying. Fortune magazine's 1997 review of the best managed companies showed that a strong sense of purpose and identity were two of the factors which made the best companies stand out from the crowd. in other words, if you're good looking you will have an edge.

The dictionary defines beauty as "delighting the senses and pleasing the mind". Truly successful, sustainable businesses need to recognise the contribution of designers, architects, stylists and other specialists who can influence potential for growth and dignity in successful organisations.

Beautiful Corporations tocuses on an area previously regarded as simply an intangible to show how excellence in total communications style, attitude and execution can and will if properly managed, deliver tangible business benefits. it shows how successful managers combine business practice with a certain style and thereby communicate positive corporate attitude to gain sustainable competitive advantage.

In this millennium, communicating positive attitude through all available media will be the prerequisite of survival.

Paul Dickinson is Director of Research at Rufus Leonard. Paul has a master's degree in Responsibility and Business Practice, is a fellow of the RSA, and a director of the EYE Network and Diarymanager.com. Paul has been funded by companies including Intel - the world's largest computer company - to campaign for reduced C02 emissions. He has also written Successful Web Sites.

Neil Svensen is Managing Director at Rufus Leonard. Neil has a first degree in Graphic Design and has a design scholarship from IBM. His clients include Shell International, BT. Mercedes, Lloyds TSB arid Royal Mail. Neil's work is in the permanent collection of the Victoria & Albert Museum He has also written The Knowledge Manager.