Even although fashion is not a major focus in my life, business and brands are and when I read some of the obituaries after the news of Giorgio Armani’s death this week, I was struck by a few of his business principles that one might not traditionally regard as positive in a business environment – emotion, patience and independence. What lessons are there for us from the business empire he built over half a century?
In a statement, the Armani group said: “Giorgio Armani is a company with fifty years of history, built with emotion and patience. Giorgio Armani always made independence – of thought and action – his hallmark. The company is, now and always, a reflection of his spirit.”
Emotion. While emotion might be a word we shy away from in business, it is understandably more important in the fields of fashion and design. Just recently, the exhibition, “Giorgio Armani Privé 2005–2025: Twenty Years of Haute Couture,” celebrated the emotional journey behind the collections. (Read more)
Is there a place for emotion in less artistic avenues of business?
Being emotional doesn’t always imply that you are not sensible, but there is quite a strong sentiment about not making decisions based on emotions. It is true that powerful emotions might cloud our judgements, but it is also very difficult to take all emotion out of our decision-making and perhaps balancing logic and facts with emotional insight might not be wrong. Excessive emotion can be uncomfortable and negative, but a lack of emotion can also affect the work environment – we are human after all.
When emotion is not what leads to your brilliance in artistry, I believe we should strive towards emotional intelligence to ensure positive business and workplace relationships. Emotional intelligence might be more natural to some than others, but it should be developed, even if it takes a lifetime of learning and being open to introspection. Some of the most important reasons why emotional intelligence are so important are neatly summarised in this blog by PWC. Emotional intelligence ensures self-awareness and regulation, empathy and social skills. All essential to success in business.
Patience. We are all so busy, that I believe patience is no longer treasured for the valuable characteristic it can be. We might think someone with patience is slow or without motivation, but patience means much more than being willing to wait, it also implies persistence and stamina.
Forbes describes it well: “From an Etymological standpoint, the word “patience” stems from the Latin phrase of patientia, which essentially means “to suffer.” The process of patience is meant to be gruelling and will test the entrepreneur’s appetite to give up. Unwavering from one’s set of values and pressing on in hopes for future progress will draw the divide between the bold entrepreneur and those who could not withstand the suffering of patience.”
I like to get things done, but I’ve also learned that being too hasty can lead to making the wrong decision or at least, missing out on a better option. Patience truly is a virtue.
Independence. I like the idea of independence, but isn’t collaboration the name of the game at the moment and aren’t we stronger together?
Independence is not only about being on your own, but it also means having unique ideas and thoughts and to stay strong despite pressure. Perhaps putting a high premium on independence means that you have some control issues and are emotionally involved too. At the age of 91, Armani was the sole major shareholder, staying in control of creative aspects as well as the management of the company. I believe that when you’ve put your life’s work into your brand or business, it is hard not to be emotional and difficult to share control.
Being independent allows easier decision-making, keeps you flexible and allows creativity. Forbes agree that a structured model of independence can be very successful. Read more. Independence also doesn’t mean that you can’t work together, make deals and sign agreements. Looking at the success of Armani, it is hard to argue that being independent in business is wrong. Perhaps it helps if you are able to lead until such a blessed age, but of course having continuity measures in place and a trusted team to take you forward are indispensable too.
Despite being unique and independent, Armani did abide by one very important business practice: being customer focused. The best example of this is possibly also one of his most famous design directions. Responsible for the “power suit” he empowered women when they started to enter the workplace with elegantly tailored suits that were feminine while making a statement for equality. Read more.