Rubedo: The Conjunction of Opposites

Roberto Biloslavo (), Beniamino Mirisola (), Carlo Bagnoli () and David Edgar ()
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Roberto Biloslavo: Euro-Mediterranean University (EMUNI) and Science and Research Centre Koper, Institute for Behavioural Economics
Beniamino Mirisola: Strategy Innovation S.r.l., Dorsoduro
Carlo Bagnoli: University Ca’ Foscari of Venice, Department of Management
David Edgar: Glasgow Caledonian University, Glasgow School for Business and Society

Chapter Chapter 6 in Business Transformation, 2026, pp 159-178 from Springer

Abstract: Abstract The Rubedo, or “red work,” represents the sunset, the meeting between the Sun and the Moon, the conjunction of opposites, and the completion of the Opus. In the developed transformation approach, the Rubedo is the phase in which the rational analysis of the preceding stages opens up to an artistic synthesis, one capable of uniting opposites into a cohesive and generative language. On a psychological level, it corresponds to the realization of the Self or that totality that embraces both the conscious and unconscious sides of the psyche. At the operational level, this phase involves a plurality of actions that, unlike what happened in the Albedo, are not based on Thought but mainly on Intuition and Feeling. The main objective is, in fact, to stimulate new ideas and new ways of imagining the business and the sector in which company operates. One way of working through Rubedo is to focus on products that could represent and prefigure an evolutionary phase that the company has not yet completed. At this stage, we privilege works that can express themselves in the archetypal language. Attention will, therefore, be focused mainly on classical art and literature works, both as inspiration to produce original works and as a concrete possibility of fruition by the recipients (e.g., watching a Greek tragedy). The completion of the Rubedo leads to the realization of the Total Enterprise and, therefore, metaphorically of the philosopher’s stone.

Date: 2026
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DOI: 10.1007/978-3-032-26391-9_6

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