The long-standing leader in the luxury goods sector and former President of LVMH Moët Hennessy Louis Vuitton North America revolutionizes the art and science of brand building under the concept of Aesthetic Intelligence.

In a world where people have cheap and easy access to most goods and services but desire richer and more meaningful experiences, aesthetics have become a primary differentiator for most companies and a crucial factor in their success.

In this groundbreaking book, Pauline Brown, a former leader of the world's top luxury goods company and a pioneer in recognizing the role of aesthetics in entrepreneurship, shows executives, entrepreneurs, and other professionals how to leverage the power of the senses to create products, services, and experiences that stand out and create long-term value for their businesses.

This power is based on Aesthetic Intelligence — or 'the other AI,' as Brown refers to it. Aesthetic Intelligence can be taught, and people are born with much greater capacity than they use. Even those who are naturally gifted need to continue practicing their skills.

Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates commercial value and how executives, entrepreneurs, and others can enhance their own AI and successfully apply it to entrepreneurship. Brown offers research, strategies, and practical exercises focused on four essential AI skills.

Aesthetic Intelligence provides a critical roadmap to help business leaders build their businesses in their authentic and distinctive way. It involves creating joy, uplifting the human spirit, and encouraging imagination through sensory experiences.

Pages: 288, Dimensions: 15.2x15.2cm