Aesthetic Intelligence

How to Boost It and Use It in Business and Beyond

By: Pauline Brown

Narrated by: Vivienne Leheny

Length: 6 hrs and 57 mins

Publisher's Summary

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.

In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking audiobook, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence - or "the other AI", as Brown refers to it. 

Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. 

Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

©2019 Pauline Brown (P)2019 HarperAudio

Good but too surface level.

the author has insider knowledge about the development of lots of brands but so few real world examples given. I mean, everyone knows the warby Parker story. why rehash? talk about the brands you actually worked with and the thinking that went on. there were a few examples but not enough meat on this bone.

Good listen, but not enough detail

This book is a pleasant listen/ read if you are a complete beginner in the world of design, but it‘s mostly quite repetitive and falls a bit short in terms of substance.

The author keeps stressing the importance of aesthetic design, but not enough effective strategies are discussed, and most of those that do get mentioned are quite expected. The book starts getting a little more interesting from chapter 7 (8 in the audiobook) onwards, but not enough to compensate for the first 6 chapters, unfortunately.

The reading itself was very robotic, as is usual with almost all audible titles for some reason.

This book perfectly fills in the holes.

Pauline Brown’s expertise and experience (in Aesthetic Intelligence) fills in a huge hole in perception many companies rarely grasp. Her insight(s) brings critical pieces together in a greater understanding of marketing and what leads to deeper, more meaningful, customer brand (and design) engagement. The ideas and concepts in this book can be applied to Advertising, Branding, Communications, Design and improvement of the self. You may find a sober, crystal clear perspective begins to expand and cultivate a more full phenomenal (multi-sensory) experiences to benefit you, your employees, and patrons as well.

Of the 35 books I’ve listened to since the pandemic of 2020, this one tops the list. I can also see this book becoming one of the greatest business book contributions for the remaining decade. I think it is just that good.

Sincerely,
Breuk Iversen
8grape.com

Best branding book on the plant!

Engaging and informative. I found myself taking notes on every chapter. Truly a game changer for anyone helping brands or starting one!

Insightful & Thought Provoking

I enjoyed listening to this book, it was recommended to me and I am glad I listened to it! The narration was a bit dry but it did the job! I will reread many times over.

Not bad...

The business examples were nice and helpful. Past that, it seemed like there was one whole chapter (or more...) that made it feel like I was being told to eat fancier food and put more effort into what I wear in order to "increase my aesthetic IQ". Whatever.

Voice of the reader lacked vocal range. Sounded like I was being read to by Apple's Siri.

expected more

Very selfish book. Hoped for more insights and examples from luxury goods industry but author has turned herself into a central character of the book. Easy skip.

Intriguing With a dash of bland

Excellent content mixed with the occasional dull moment. Definitely worth reading multiple times for each paradigm or considered application.

Rudimentary but still had a few good points.

From the outset, I recognize that this book a narrative building on simple principles with regards to aesthetic intelligence derived from Pauline’s immense experience in luxury retail. However, it isn’t clear who her target audience is (seems so be a broad stroke), but perhaps those who haven’t been in some sort of branding/retail experience or something of the sort.

As a person who has an extensive background in retail, I was anticipating a fresh perspective or thought process around the concept of aesthetic intelligence. And, although Pauline’s experience is extensive it’s also one-sided (high end, luxury) making her insights, although highly valid, lack luster and not much new to gather.

Good from time to time

Some interesting thoughts on modern aesthetics (mass consumption and production) and a change to contemporary aesthetics (experience and substance). Would love some more substantial backing to these ideas than anecdotal evidence, but still interesting concept. I will admit that I was hoping this was more of a historical discussion of aesthetics and their evolution. Still has interesting topics on aesthetics in business development. If advertising is your thing this would be a good book, but if you're looking for a in-depth look into aesthetics and it's use, I don't know how much you're going to gain from this.

Brilliant Masterpiece

Excellent!
For me, this book came at the right time. I have always longed for a greater experience in businesses, and yes, Pauline absolutely killed it.
Thank you (it is an understatement)