Dear Earthling,
Airbnb, Apple, Disney, LEGOs, Starbucks, Veuve Clicquot champagne.
Apart from being both popular and profitable, what do all of these products and services have in common? What makes them stand out from the crowd?
According to Pauline Brown, a former leader of the world’s top luxury goods company, it all has to do with aesthetic intelligence — or “the other AI,” as Brown calls it.
In a world in which people have cheap and easy access to most products, yet crave more meaningful experiences, aesthetics has become a key differentiator for most companies.
But what is this “other AI”? How can companies benefit from it? How do you create a meaningful customer experience that appeals to one’s senses in a digital world?
Listen to Harvard Business Review’s interview with Pauline Brown on how to truly delight your customers with aesthetic intelligence and why all organizations need to hire and train people to think this way.
Happy readings,
Maria
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Pauline Brown, former chairman of North America for the luxury goods company LVMH, argues that in addition to traditional and emotional intelligence, great leaders also need to develop what she calls aesthetic intelligence. This means knowing what good taste is and thinking about how your services and products stimulate all five senses to create delight.
Brown argues that in today’s crowded marketplace, this kind of AI is what will set companies apart — and not just in the consumer products and luxury sectors. B2B or B2C, small or large, digital or bricks-and-mortar, all organizations need to hire and train people to think this way.
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Speaking words of wisdom💡
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The benefit of aesthetics is it’s not solving a problem, it's offering delight.
— Pauline Brown, former chairman of North America for LVMH
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