That’s a master of the universe house and I want to be there. You could have all the intelligence you want, but it’s not going to find its way. We help you stand out from the pack. Sadly, taste has taken on a very superficial connotation. It didn’t come out of technology.And they were able through the few queues that you have at your possession with digital to express something that became more than just an apartment rental, but it became a different way to experience travel.ALISON BEARD: So, how is this different that sort of traditional branding, marketing, excellent customer service?
Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences. But the lack of personal expression says to me that that person has so suppressed who they are, when they’re in their professional space.
Eine weitere wichtige Bromwasserstoffquelle sind Bromierungen am Aromaten, wo die Verbindung als Nebenprodukt anfällt.
So, when I think of other industries that never thought that aesthetics should even factor in, or if it did it was sort of like icing on the cake, I say you know, that’s because we’ve lived in an era, in an industrial era at that, where the primary motive of most of these other industries was to grow through scale and through efficiency, and through automation, and all the things that sort of define big industry of the last century or so.Well we’ve taken that principle to it’s extreme to the point where I think we’re actually in an era where we’re experiencing diseconomies of scale. These people they’re down to earth and they are there to just drive value and there’s no waste. He didn’t sit in a boardroom and say, how can we design this such that feels good in someone else’s hands?
I mean for starters, apply it to your office. And the fact that so many decades after his passing that it keeps getting better and better in terms of its reach and its ability to continue to delight, even for people who go back time and again. 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. We want to get back to nature.
Harvard Business Publishing is an affiliate of Harvard Business School./ To Truly Delight Customers, You Need Aesthetic Intelligence. But what exactly is aesthetic intelligence?PAULINE BROWN: So, in a word it’s taste.
We should do things fast and they should be functioning at a high level, but we’re not going to win on that basis.
B2B or B2C, small or large, digital or bricks-and-mortar, all organizations need to hire and train people to think this way.
I’ve enjoyed it thoroughly.ALISON BEARD: That’s Pauline Brown, former Chairman of North America for LVMH and author of,This episode was produced by Mary Dooe. Is there such a thing as good taste?
They want to aspire. She says it can be developed in individuals, teams and entire companies. She’s also a Wharton MBA, a former Bain consultant and a former managing director of the private equity firm, The Carlyle Group.After decades in business she’s come to believe that her kind of AI can help any organization to be more successful. So, if I hire a great art director and I say go make this look and feel great while I go tend to the P&L.
Craiglist was posting homes for rent a decade before Airbnb was even conceived.So Airbnb comes around, comes along and doesn’t from a functional perspective, doesn’t offer anything notably different, but what’s interesting about Airbnb, unlike all these other players is that the two founders actually were graduates of Rhode Island School of Design. In doing so, they have identified a capacity that they call Aesthetic Intelligence (AI), which is comprised of three elements: presence, authenticity and synthesis.
It has to be empowered.So for example when I was at Estee Lauder, Estee Lauder is a portfolio of brands.
Brown talks at some length about how aesthetic intelligence ("the other AI") can inform business strategy, offering the negative example of Google Glass which failed, despite state-of-the-art-technology, because it made users feel awkward and the positive one of Target, which has managed to compete against Walmart by creating a "cheap-chic" message.
Aesthetic Intelligence, Sydney, Australia. How does a purely online company, so no taste, no touch, no smell, only visual, maybe some sound deploy aesthetic intelligence?PAULINE BROWN: Well it’s hard. Thanks for listening to the.Copyright © 2020 Harvard Business School Publishing.
And delight is something you can’t test for. So let’s just take a classic, I don’t know, a public school.
When you listen to something, a music digitally versus listening in a theater, it’s a very, very different human experience.So, one of the digital examples that I like to give is sort of why is Airbnb the biggest of its competitive lot? 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.
11 likes. Aesthetic intelligence is the ability to use ones senses to both appreciate and elicit, and recreate pleasurable experiences.So, if I use a very mundane example, going to a great restaurant.
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. There’s a lot of different tastes, but there is such a thing as bad taste. And then it should go all the way down. I think it’s easier to work with fast growing innovative young companies and ones that are armed with young people who are a little less entrenched in the old way of doing things.What I’m suggesting here though is not that big companies are going to go away. But the important thing for the individual is to know what their taste is.ALISON BEARD: Is the idea that you need to figure out the taste of your ideal customer and design your products and services to appeal to them?PAULINE BROWN: I always say it doesn’t start with the customer.
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