The 5 Strange Truths Fernando Pessoa Brings To Business

The multiple identities of Fernando Pessoa

“There are serious matters in life to be learned from charlatans and bandits, there are philosophies to be gleaned from fools.” — The Book of Disquiet

Devoted in Disenchantment

From the National Museum of World Cultures

1. Embrace the Power of Stupidity

Hail to the Stupendous

2. Satisfy the Hunger for Inconvenience

Like to a ship that storms urge on its course,

By its own trials our soul is surer made.

The very things that make the voyage worse

Do make it better; its peril is its aid.

And, as the storm drives from the storm, our heart

Within the peril disimperilled grows;

A port is near the more from port we part —

The port whereto our driven direction goes.

Devotee practicing ritual ordeal at Thaipusam, from William Cho

3. Pursue Fluid Segmentation into Multiple Identities

No person can be reduced to one persona
Photo by Alan King on Unsplash
Mr. Rogers enters his Neighborhood identity
Just a few of the 100 gender identities listed by Gender.Wiki

4. Keep It Real With Ritual

Photo by Jeremy Wong on Unsplash
Photo of morning bath at the Apteshwar Mahadev Temple by @igorovsyannykov

5. Honor the Mystical Foundation of Commerce

At the Foot of Hermes by Project 128

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Using thick consultation & qualitative research to pursue a human vision of commerce, emotional motivation, symbolic analysis & ritual design

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Jonathan Cook

Jonathan Cook

Using thick consultation & qualitative research to pursue a human vision of commerce, emotional motivation, symbolic analysis & ritual design

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