When we talk about management in a contemporary sense, it is not only about the efficiency of production, it is also about the skills to look at the source of the production, meaning each individual in the organization. The individual as a whole is the source of creation and production, and not only their skills. If we agree with this point, then the question is how to know the individual, where is the source for the individual then? It is invisible and it exists in each individual's inner side.
Maybe it is possible to be visible, just through different media. Xu Tan's project "Searching for Keywords" is a project to give us "the mind landscape" though words. By interviewing different people, through the interviewee's talking, Xu Tan gathered the keywords from the conversation. And these keywords gave us a landscape of "the mind we live in today." So Xu Tan's keywords project in Cowin Global, will also give us a landscape of Cowin Global 's mind.
This project has also something to do with "Enterprise culture". This is a term we hear a lot today, but what is it and how to realize it? There are different ways to approach this issue. "Keywords project" is an art piece, but it is not in object form. It is more in an invisible way, to allow all the individuals in the Cowin Global company to express themselves freely. Through expression, the individuals can have better understanding of each other. This way will create community, which is an important force of energy that the company needs.
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