Perfection Fatigue and the Resurgence of Humanist Microentrepreneurs

Global mega-brand businesses leverage rapid manufacturing processes reliant upon exact technological replication and marketing strategies premised on planned obsolescence. These conditions scaffold the contemporary market characterized by mainstream consumers who continually crave the newest products and services and tolerate little if any perceptible variation. This perpetual pursuit of uniform precision, colloquially termed “perfection, ” leaves a trail of consumer disenchantment, rampant materialism, and massive waste. Fortunately, there is a growing community of humanist entrepreneurs who work to offset the power of perfection by offering consumers unique experiences and handcrafted products that are intentionally imprecise, inherently imperfect, and ultimately irreplicable. In this empirically based essay, Mars and Schau explore the power and economic and social value of imperfection promoted by a set of humanist entrepreneurs. These artists, craftspeople, and cottage creators foster more sustainable consumption through unique blends of creativity, ingenuity, and entrepreneurial skills that transcend conventional business logics. We illustrate the relevancy and influence of the arts and humanities to progressive forms of entrepreneurship.