HBR On Strategy
Why Every Leader Needs “Aesthetic Intelligence”
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Show notes
In addition to traditional and emotional intelligence, Pauline Brown argues that great leaders also need to develop what she calls aesthetic intelligence. They need to understand how their products make their customers feel. Brown was formerly chairperson of the luxury goods company LVMH, which includes brands like Louis Vuitton, Christian Dior, Sephora, and Hennessy. In this episode, she explains how companies—like Starbucks, Airbnb, and, of course, Apple—use aesthetics to set their products apart.