And what are sort of the other things that are sort of part of the heritage of this?And then the other point I’d make is we very much in big companies devalued creative people. “Aesthetic Intelligence is not just important for those who are leading luxury brands; it’s important for businesspeople in all sectors.” — Mindy Grossman, CEO of Weight Watchers “Aesthetic Intelligence shows executives and entrepreneurs how to harness and apply their personality, preferences and taste to their companies, and, in so doing, create long-term sustainable advantage.” Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences. But it’s about the world that you’re stepping into. But it’s also about the design. And so, the first step wherever you sit in the organization, and assuming you’re in the right organization, is to bring a lot more of you to your professional space.All companies, almost all companies have to move a lot farther away from delivering on value and delivering on features and functions, and the like. And there are others who look at Carlyle and say you know what? David and all of his expressions, his choice of prescription eyeglasses, his choice of suits and his choice of office space and how that has built out without, in the most economic fashion is a very pure expression of what he believes.There are people who look at KKR and say, you know what I want to be? But in both cases that decision is fundamentally important to the experience.ALISON BEARD: So, I can see how a food business, fashion brand, beauty brand, can engage all the senses with its products or its retail experience. When you enter his office, a lot of heavy wood and art dripping on the walls.You go to Carlyle’s headquarter office in Washington, D.C. You have a pure expression of David and his value system. We’ve talked mostly about customer facing businesses so far. That works for me.And in another domain this might be called culture, but I actually think culture is hard to put your arms around. We often kind of siloed them to the art department. We’re going to win because we’re providing a human experience that really lifts the user in ways that no one else in his industry had thought even possible or valuable.And what’s interesting about Steve Jobs as an example is he was not an artist. But it is so, it is as important now to a buyer as it was 1,000 years ago, 500 years ago, 100 years ago, 20 years ago. I mean even Steve Jobs who had a very kind of midcentury California influence on what for him, felt good, and it was minimalist. There’s certain things that just are jarring and unpleasant, and that are you know, constitute for biological reasons and for cultural reasons, things that we want to avoid.And then you have a whole range of human experiences that speak to people in different ways. People want to dream. Brown is the author of the book "Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond. 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. 11 likes. And one of the last deals I worked on, I was in the M&A department, was the licensing arrangement with Tom Ford who at the time, and this is 2004, was not that well known. And so, why do people spend so much money on LVMH products across 70 brands and five different sectors?And it’s because they are brilliant at providing products and services and experiences around those products and services that elicit true delight. How can they try to create it when the founder’s long gone, everyone has disparate views on what the company’s aesthetic should be?PAULINE BROWN: So, the first step, you know there’s a reason that that company has been around for however long. Some of it is that on the margin it was around valuation, but if you sort of breakdown their business models, all of the firms are essentially doing the same math. Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. Apart from being both popular and profitable, what do all of these products and services have in common?Our guest today says that they’re all created with something she calls aesthetic intelligence. So I was a partner in the consumer and retail team based here in New York.And I always thought why does Carlyle win some deals and its arch competitors Bain Capital, KKR, Blackstone win others? We want to get back to nature. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. But she’s talking about more than making gorgeous handbags and fancy makeup. It’s about the lighting and how the lighting works in different areas of the restaurant. He’s a big art collector. They sort of took this idea of recognition and trust and a sort of guarantee built around a name and said, OK. Now we can take it a step further and really elaborate on it via commercials.You look at now, we’re in 2019, and advertising really doesn’t drive much, relative to what it did just 20 years ago.

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