Welcome to Age of Artists! We apply fundamental principles of artistic practices to the way we work. These practices represent our value system.

Artistic practice differs from approaches in other disciplines in some very profound ways.

Artists plan by doing. Unbiased, exploratory actions as well as free playful and experimental investigation allow solutions to emerge from the process. These creators invest intensely into searching, researching and reflecting.

Ambiguity, doubt, critique and crisis are appreciated. Feelings, emotions and the intelligence of the unconscious are essential. Realizing that every innovation is a derivative gives artists permission to use and reuse without hesitation, so that new, original and unrepeatable work is created.


Artists often display an attitude that is in high demand in other disciplines like business and science. Our research suggests that this attitude is not something artists are born with; instead it is something that develops over time by deliberate practice of both the craft itself and the greater elements that make up the artistic process.

The artistic process unites all art genres and creative sectors of all disciplines. We have identified three distinct activities.

Searching includes observing, listening, communicating, exploring, sensing and collecting. Asking relevant, often critical questions represents a major milestone during search.

Reflecting involves abstracting, deconstructing, reframing, ideating, challenging, contemplating, reasoning and even debate. Very often reflecting already is a collaborative journey that results in making a decision or a major commitment.

Creating comprises experimenting, composing, improvising, bricolage, cooperating, designing, rehearsing, doubting, critique. The creative act usually enables a performance of some sort.

Performing creates awareness, stimulates emotions and evokes meaning. By releasing a creative output into the public the artist loses control while at the same time enabling inspiration for others.

It is crucial to note that searching, reflecting, creating and performing might seem to manifest in a linear process, but they do not, and must not be executed in a linear fashion. The artistic process is non-linear and iterative, so all elements might be and mostly are executed at any point in time, in any sequence, and repeatedly, with various degrees of intensity.

The Artistic Process

For an idea to become great art, it requires people to deliberately practice art in a nurturing environment.

An individual artist, whether working alone or as part of a team or larger group, is highly dependent on the environment and general cultural climate. The environment must provide a steady flow of insights, dialogue, constant thoughtful and critical feedback and continuous collaboration; establishing an artistic mindset and artistic practices in non-artistic disciplines involves looking at the team, the organization and the (business) ecosystem.

Environment, Idea and Artist

How does this all fit with the idea of creating better outcomes in business and society?

Great art is produced when an individual deliberately exercises the craft itself, cultivates an artistic attitude by practicing the artistic processes and is embedded into a nurturing environment and climate and when there is an appreciation for allowing an evolution over time.

For other disciplines that strive for creativity, innovation  and sustainable change those criteria apply as well.

To make the transfer work we propose a dual strategy:

1. Experiential education and personal development focusing on the three elements of the artistic process: searching, reflecting and creating.

2. The development of a nurturing environment that has an artistic leadership style and a different way to approach work in professional organizations.

Find out how Age of Artists can help you develop an artistic mindset and a supportive organization.

Research Background

We are continuously researching the subjects of art and creativity in business, science, engineering, public services and education.


We conduct interviews with artists to learn about their work in general, and more specifically their mindset, approaches and action paths that result in best practices and lessons learned for re-use in other disciplines. Access a list of artists we spoke to and read the interview transcriptions.


We engage in conversations with individuals that work at the intersection of art and business or art and other disciplines. We also exchange with executives in various disciplines to find out about their needs, expectations and current thinking. Access a list of leading thinkers we spoke to and read the interview transcriptions.

Join Us

We are always looking for individuals who have a passion for the subject and who want to contribute to our research or who would like to challenge, discuss or improve our findings. Please get in touch.