DiscoverHBR IdeaCastTo Truly Delight Customers, You Need Aesthetic Intelligence
To Truly Delight Customers, You Need Aesthetic Intelligence

To Truly Delight Customers, You Need Aesthetic Intelligence

Update: 2019-11-1921
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Pauline Brown, former chairman of North America for the luxury goods company LVMH, argues that in additional 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. Brown is the author of the book "Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond."
Comments (2)

Rick Johnson

Enjoy her approach to marketing and operations. It forces the employer to slow down and become mindful than throw money at the problem or look for the low hanging fruit.

Dec 20th
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Michel Depière

This person speaks from an ivory tower. She combines thoughts of user experience, branding, emotional marketing and the basics of connecting with a potential customer. In a world where choice of similar products is abundant a good marketer find the connection on emotion and not solely on merit of the product. Please spend a week in a good marketing crew and not only talk to c level people and you'll get a totally different view.

Dec 10th
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To Truly Delight Customers, You Need Aesthetic Intelligence

To Truly Delight Customers, You Need Aesthetic Intelligence