Publishers Weekly
08/19/2019
Brown, former chairman of the luxury behemoth LVMH, offers a thin meditation on sensorial pleasure and the business opportunities it provides. The book contains lessons from her Harvard Business School course “The Business of Aesthetics,” which teaches how to use an understanding of aesthetics to win over customers. Tactics include “enhancing attunement,” “translating emotional reactions,” “articulating aesthetic ideals,” and “curating inputs and ideals.” In layperson’s terms, this is about finding a personal style for one’s product or service, while managing the sometimes conflicting interests of commerce and creativity. Brown talks at some length about how aesthetic intelligence (“the other AI”) can inform business strategy, offering the negative example of Google Glass—which failed, despite state-of-the-art-technology, because it made users feel awkward—and the positive one of Target, which has managed to compete against Walmart by creating a “cheap-chic” message. She argues that, in an era of increasing automation and a correspondingly stronger yearning among consumers for emotional connection, businesspeople should tap into aesthetics, “the pleasure we... derive from perceiving an object of experience through our senses.” This descriptor—and the text itself—is a lot of words to express the concept that people like pretty things, making for a book which is more filler than help. Agent: Gail Ross, Ross Yoon Agency. (Nov.)
From the Publisher
Aesthetic Intelligence emphasizes how important it is for people to develop a strong voice—a voice that expresses who they are, that is inspired by their personal stories and desire to help others, and that helps them build a business that captivates others. — Donna Karan, fashion designer, entrepreneur, and philanthropist
Successful leaders and innovators are skilled at looking outside their own fields for inspiration and knowledge. In Aesthetic Intelligence, Pauline Brown shows how you can apply critical lessons from fields like fashion and beauty to transform all types of businesses. — Walter Isaacson, author of Benjamin Franklin: An American Life
Aesthetic intelligence is not just important for those who are leading luxury brands; it’s also important for businesspeople in all sectors. In her groundbreaking book, Pauline Brown shows how aesthetics have the power to transform all types of businesses, and how individuals can develop and use their own AI to engage, inspire, and delight their customers. — Mindy Grossman, CEO of WW International (formerly Weight Watchers)
Aesthetic Intelligence shows executives and entrepreneurs how to harness and apply their personality, preferences, and tastes to their companies, and, in so doing, create long-term sustainable advantage. — John Mackey, CEO of Whole Foods Market
It’s fascinating to realize how much of our economy is premised on consumers making aesthetic choices. Yet this aspect of what drives behavior has been largely ignored by thoughtful analysts until now. Pauline Brown opens up a new area of inquiry as she highlights the power of aesthetic intelligence as a success factor for business leaders today. — Dan Nordstrom, consumer brand investor and former retail leader
Dan Nordstrom
It’s fascinating to realize how much of our economy is premised on consumers making aesthetic choices. Yet this aspect of what drives behavior has been largely ignored by thoughtful analysts until now. Pauline Brown opens up a new area of inquiry as she highlights the power of aesthetic intelligence as a success factor for business leaders today.
Walter Isaacson
Successful leaders and innovators are skilled at looking outside their own fields for inspiration and knowledge. In Aesthetic Intelligence, Pauline Brown shows how you can apply critical lessons from fields like fashion and beauty to transform all types of businesses.
Mindy Grossman
Aesthetic intelligence is not just important for those who are leading luxury brands; it’s also important for businesspeople in all sectors. In her groundbreaking book, Pauline Brown shows how aesthetics have the power to transform all types of businesses, and how individuals can develop and use their own AI to engage, inspire, and delight their customers.
John Mackey
Aesthetic Intelligence shows executives and entrepreneurs how to harness and apply their personality, preferences, and tastes to their companies, and, in so doing, create long-term sustainable advantage.
Donna Karan
Aesthetic Intelligence emphasizes how important it is for people to develop a strong voice—a voice that expresses who they are, that is inspired by their personal stories and desire to help others, and that helps them build a business that captivates others.
