Aesthetic intelligence. How to develop and use it in business and life

Aesthetic intelligence. How to develop and use it in business and life

Book Description

Nowadays, most consumers do not need many things at all - the feelings that a certain thing causes us are important to us. We want to get additional value from contact with the product. That is why aesthetics is of paramount importance for business. For 25 years, Pauline Brown headed the North American division of LVMH (Moet Hennessy Louis Vuitton is a French multinational company, a well-known manufacturer of luxury goods under the trademarks Christian Dior, Louis Vuitton and others). She knows almost everything about the fashion and beauty industry. Polin is sure that now it is necessary to work primarily not with the functional properties of the product, but with the feelings and emotions of customers. This is the only way to create successful and, most importantly, long-lasting brands. In this book, Pauline uses the examples of many well-known companies to tell how different approaches to working with aesthetic principles make a business thrive or, conversely, increase the risk of a fiasco (if work with an aesthetic component is not established). In addition, it shows how to independently develop aesthetic intelligence (and hence personal style): from her point of view, this is not a given, but a skill that can be trained (although it will take time and effort). The book is based on the stories of entrepreneurs, leaders and teams, including Louis Vuitton, Tiffany, Chanel, Gucci, Estee Lauder, MAC Cosmetics, Harley-Davidson, Iris Apfel, Joe Mellow and many others. The chips of the book - The author has been in charge of the Moet Hennessy Louis Vuitton division for 25 years. - An opportunity to look at the fashion industry from the inside. - Exercises for the development of aesthetic abilities. For whom this book is for business owners and managers who are aware of the importance of aesthetics. For everyone who takes part in the creation of a product or brand. For those who want to develop their own aesthetic intelligence. For everyone who is interested in the fashion and beauty industry. It is not customary to associate aesthetic value with financial value from the author. However, thinking about my career path - and I once participated in the purchase of new businesses for Estee Lauder Companies, developed a strategy for Avon Products, was engaged in the evaluation of companies for The Carlyle Group - I began to realize that professional success is due not only to the MBA diploma from the Wharton Business School and analytical skills acquired by me in Bain & Company, but also a deep understanding of aesthetic principles and their impact on business. My goal is to show you how to use aesthetics to succeed in business. And I will also help you to realize and develop your own aesthetic intelligence, that is, the abilities associated with aesthetics. I will show you how to use aesthetic intelligence for business development and get financial returns from it.