Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond

Exceptional book. While I’ve heard others provide general advice on related topics, those discussions don’t reach the depth, clarity and structure offered here. I took pages of notes while reading and will refer back to them throughout my career. The author is generous in sharing her expertise about the power of aesthetics and how “the other AI” can be used to propel your business. She also offers a framework for articulating your value proposition with guiding questions that walk you through how to convey your purpose and benefit to customers. The insights and strategies presented are accessible to all types of readers and professionals, whether you’re at the helm of your company, or – like me – able to influence and implement within one or two segments of an organization. Many of the concepts discussed are brought to life with clear examples of aesthetic successes (and missteps) across companies, spanning industries from fashion, retail and cosmetics to food, transportation and outdoor gear. In addition to her own credibility and experience as a business and thought leader, the author offers research findings that support and emphasize the importance of stimulating customers’ senses, making their experiences richer and more memorable – and therefore, your company more profitable. Great read.

Taken objectively, this is perhaps one of the best business books I’ve read. Although some will find her opinions provocative, I think Brown makes a solid case for the importance of aesthetics in both personal and professional sectors. The writing is generally quite good and clear, though repetitive in a couple of places. This is more an issue of editing, however, and doesn’t necessarily detract from the work as a whole.

Nothing that I hadn’t thought before but, as always with this kind of book, had never written down before. And it was interesting to read this all together.