ABSTRACT
The big economy and its ideas of business and markets tend to come with ready-made pronouncements about what is real, normal and necessary. Authenticity and awareness for creative business in the transformative moment asks that we question these ready-made truths and choose the creative and business lenses most appropriate for the job. Over-planning and over-management encourages an egocentric, mechanistic and personally unaware approach to creativity and business that can easily misunderstand the organic and relationship-based nature of the creative business world. Socrates thought that intrinsic knowledge was the particular kind of knowledge that led to authenticity and awareness because it was underpinned by self-questioning and self-criticism. The High Line grew upon the derelict structure of a raised railway line going through the West Side of Manhattan. Patagonia has grown directly out of an environmental sensibility, ethical commitment to its customers and convivial relationships between everyone who works at the company.
