To Truly Delight Customers, You Need Aesthetic Intelligence

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."