Cover illustration for the book "Haltung" by Alexander Gutzmer 2020
It has become a kind of fetish of our business debates - the "attitude". Usually, bosses have a reasonably useful arsenal of PR-worthy phrases at the ready to explain how they take a stance on political, social or other issues. But that's not enough. And yet - we want our CEOs to take a stand. We want companies to take a recognizable position - and to do so especially when it hurts. But that is exactly what they are not doing.
This book looks for a social sector that has experience in developing and demanding attitude. And finds it - in architecture. Architects are used to developing attitudes. In their studies, professors demand them, and later the public. What do your buildings achieve, why do you want our cities to look the way you imagine them? Architects, when they perform their craft in a convincing manner, are attitude masters. You can learn from them how "attitude" works.
The design represents the buildings dealt with in the book and connects them with the attitudes ascribed to them in a symbolic way.
Thanks a lot for entrusting me with this @alexgutzmer