HBR IdeaCast To Truly Delight Customers, You Need Aesthetic Intelligence
Nov 19, 2019
Pauline Brown, former chairman of North America for LVMH and author of "Aesthetic Intelligence," discusses the power of aesthetic intelligence in business. She argues that great leaders must tap into good taste to create memorable customer experiences that engage all five senses. Brown highlights transformative examples from brands like Apple and Starbucks, illustrating how unique sensory experiences set companies apart. She emphasizes the necessity of cultivating this intelligence across industries, including B2B, to drive success and foster deeper customer connections.
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Airbnb's Design Focus
- Airbnb's founders, RISD graduates, focused on experience, differentiating them from competitors like Craigslist.
- They created a unique travel experience through design, despite primarily being an online platform.
Branding's Evolution
- Traditional branding relies on recognition and trust, but modern consumers prioritize sensory experience.
- Delight, not just functionality, is key and cannot be identified through traditional customer research.
Feeling vs. Thinking
- Most buying decisions (80-90%) are based on feeling, yet marketers focus on customer thoughts.
- Companies must understand and tap into customer feelings rather than just rational benefits.
