September 18, 2023 / Ideas
“Time to think and space to dream” – Etel Adnan in a conversation with Robert Wilson
When I was a student of the Executive Master in Luxury Management program at SDA Bocconi in Milan, we often discussed the role of time in luxury in talks with the CEOs of the world’s leading brands. Luxury is about creating a timeless product, which can stay relevant in the future. Luxury takes time because excellence, craftsmanship, and sophistication do not happen overnight, they require effort and continuous enhancements. Ultimate luxury also means time for memorable experiences, because when you can afford everything, the most valuable currency is not money, but time. Recently, my personal story has reminded me once again about the importance of time both in business and in life, in general.
Early in the summer, I moved out of my old apartment, traveled for work and private reasons, and when in late August, it was time for me to come back, I needed to find a new home pretty urgently. First, I booked a hotel for 4 nights and naively thought that it was enough to rent something suitable. Primary options looked nice on pictures, but they were far from reality. In the end, I moved to my dear friend’s apartment to stay with her while her mom was on dacha. Time was running, I was getting worried, but nothing seemed to be the right choice. At one point, I almost signed a lease, but I guess subconsciously, I disagreed with that option, and right at that time, the electricity went off (!!!), the owners needed to call the electrician, and everything was put on hold. I treated that as a sign and didn’t proceed.
In the beginning of my apartment search, I was naive to think that I could find something suitable in the matter of days.
In the meantime, my other friend who had offered me her apartment in the historical centre in the beginning of my search process agreed to extend the lease time, and I chose that option, which now seemed to be the best in terms of design, location, and flexibility.
So, was it a waste of time that I kept searching for weeks while staying at my friend’s place when eventually I chose the apartment, which I was offered right in the beginning? Honestly, no, because after all I saw things in a different light and appreciated my choice even better. I needed to go through this adventure to define my priorities and prepare myself for making a decision.
Also, that time was full of many beautiful moments together with my friend. We cooked savory breakfasts while listening to the radio, organized ice cream aperitivos, and decorated the house with garden flowers. I hope to keep many of these rituals with me after moving into my new place, because although it was a challenging time, being able to enjoy particular small moments gave me energy to continue.
Morning rituals: homemade breakfasts at my friend’s place
Going back to luxury and business, it’s good to remember that while the development of a product or a service takes time, the journey should still be memorable and enjoyable.
I work in fundraising and creative partnerships, and the concept of time is also key here. It’s not effective to approach a potential sponsor right before the event starts when the support is needed urgently and there’s no opportunity for the partner to contribute ideas and to go through internal approval processes. Building relationships with partners takes time, they grow when you allow small beautiful moments (invitations to events, informal meetings, etc) to happen and bring about delight.
“Don’t rush, give the sounds some time,” said the conductor of the orchestra where I work in a recent rehearsal. This reminded me that in music, in personal life, and in business, it’s important to allocate time for growth and let particular moments sound to their full potential, so it’s a great symphony in the end.
Last but not the least, in one of my favorite podcasts, Time Sensitive, the host Spencer Bailey interviews prominent thinkers in art and business about “their life and work through the lens of time.” In the latest episode, the theatre director and artist Robert Wilson, recalled the conversation with the philosopher and painter Etel Adnan after his first play in Paris in 1971. Trying to explain why she liked it, Adnan said “It gives me time to think and space to dream.” I want to make it my personal motto from now on.