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- Herausgeber: Youcanprint
- Kategorie: Fachliteratur
- Sprache: Englisch
- Veröffentlichungsjahr: 2021
Truly delight costumers and differentiate his own business... ...very business leader has to deal with it. If you're a business leader, you probably know exactly how these target can become difficult to reach. But there's a way to that: Aesthetic Intelligence (AI) In additional to traditional and emotional intelligence, great leaders also need to develop Aesthetic Intelligence or AI. It is not easy to give a definition of Aesthetic Intelligence. This means knowing what good taste is and thinking about how your services and products stimulate all five senses to create delight. However it is not about design, although design is important. It is not about beauty, because sometimes aesthetics can be less than beautiful, at least in the conventional definition of beauty, but still utterly compelling, exciting, and pleasurable. This particular type of topic has to be explained by a good and simple guide. That's why "Aesthetic Intelligence: a Complete Guide to Help Business Leaders Build Their Business in Their Own Authentic and Distinctive Way" was created by Albert Piaget. Here's what you'll find inside the guide: the Aesthetic advantage the use of senses interpreting and reinterpreting personal style the art of curating the future of Aesthetics ...and much more! Scroll up and add to cart "Aesthetic Intelligence" by Albert Piaget!
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AESTHETIC INTELLIGENCE
A Complete Guide to help business leaders build their business in their own authentic and distinctive way
ALBERT PIAGET
© Copyright 2020 by Albert Piaget All rights reserved.
This eBook is provided with the sole purpose of providing relevant information on a specific topic for which every reasonable effort has been made to ensure that it is both accurate and reasonable. Nevertheless, by purchasing this eBook, you consent to the fact that the author, as well as the publisher, are in no way experts on the topics contained herein, regardless of any claims as such that may be made within. As such, any suggestions or recommendations that are made within are done so purely for entertainment value. It is recommended that you always consult a professional prior to undertaking any of the advice or techniques discussed within.
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Chapter 1The Aesthetic Advantage
The term aesthetic is usually used to describe how things look. In business, this means product and packaging design, brand image, and corporate identity. However, this word is much more useful if one wants the full meaning far beyond visual elegance. Aesthetics is the pleasure of us all perceiving objects and experiences through our senses. Aesthetic intelligence Another term we come back to is the ability to understand, interpret, and articulate emotions caused by a particular object or experience.
Aesthetic companies typically use all five senses and provide products or services that are comfortable to buy and consume. In return, consumers do not like to pay a premium for the benefit of these products and services. However, they can see, flavour, taste, smell, hear (sound), and somatosensory (tactile) Preference for the pleasure of sensations including. Aesthetic statements change consumer motivation from functional and transactional to experience-oriented, ambitious, and memorable. For companies, this means higher demand for their products, stronger customer loyalty, and higher value for their shareholders.
In a world where people desire less, crave for more affluent and more meaningful experiences, and have an unprecedented market force to get what they want, the aesthetic value of a company's product or service is essential for its long-term success. Managers, entrepreneurs, and other professionals can harness the power of aesthetics by learning to identify and apply them to their business interests. This critical ability is called aesthetic intelligence. They win when companies involve consumers at an artistic level. In the past, non-luxury sectors that have focused on size, efficiency, and innovation are eroding the value of finance and consumers by rejecting, misunderstanding, or underestimating aesthetics.
Unlike design thinking, which focuses on the problem-solving process and solution-based strategies, the value of business aesthetics is to enhance the human spirit through sensory experiences and delight the opportunity to evoke imagination. When done right, it benefits both businesses and customers. Recently, and for the foreseeable future with money. Computers can solve increasingly functional problems. You cannot and will not find new meaningful ways to reconnect with our humanity. Automating society means that machines perform today and more and more tasks like analysis, data acquisition, and interpretation, as well as everyday physical tasks and tasks. However, people need to apply their talents and skills to activities where technology cannot be quickly and economically overtaken. This includes the ability to create art, create beauty, and establish deep connections with humans. These are the places where we can go beyond computers.
The retired CEO of Google, remarks, we hope to succeed in the future, and we observe this separation of power and, when necessary, make it possible to operate computers while specializing in doing our best. You have to learn. When striving to mitigate the adverse effects of overproduction and industrial development, the quality, importance, beauty, and durability of goods must be more important than price, accessibility, and availability. The development of aesthetic standards and strategies is essential for the economic and social sustainability of all people and businesses.
It is possible to learn Aesthetics
To run an artistic company, managers need to adapt not only to their aesthetics and values but also to their customers' senses and values. Studies show that sentiment and non-analytic thinking affect an estimated 85% of purchase decisions. However, marketers usually focus their efforts on the remaining 15% of the purchase decision, which is a reasonable assessment of functionality.
The value of business aesthetics starts at the top of the leader's own AI, but also depends on the leader's ability to build, support, and maintain the right organization and culture around this aesthetic position. Everyone is born with more artistic skills than he or she uses. Of course, musicians Bob Dylan listens extraordinarily to sound and rhythm, or chefs Wolfgang Puck have the legendary ability to harmonize flavours, textures and tastes, and those who are naturally favoured. Some are talented. But people like Dylan and Puck also need to improve their skills further and develop styles to stay active and relevant in their field, so that their aesthetic advantage is not lost. They also need to adapt to changing preferences on the broader market and modify or optimize individual expressions over time.
After all, classics also need to be modernized to stay relevant. For example, the Louis Vuitton brand, the steamship era that grew up in the first wave of global travel, may have died on a steamship after World War II. Still, the brand is more valuable, influential, and relevant than before. How did you do it? Obtaining the appropriate antithesis among legacy and resurrection, in these rapidly changing times, tradition and heritage values are even more critical. However, brands should not be preserved and presented to museums like works of art. They must still be useful and useful. Marketers need to take the time to understand which aspects of brand heritage are still relevant and which are simply of historical interest. Vuitton, a French luggage maker, introduced a flat-bottomed (stackable) trunk made of canvas (relatively light) and airtight (protected from flood damage) in the mid-19th century. This was a useful and essential innovation for travellers in the steamship era.
The idea of carrying large, stiff luggage in the 21st century is not well suited for modern travel. But the appeal of world travel has never been this exciting. Louis Vuitton has a robust, current, and consistent reference to travel around the world, including advertising campaign photos, store motifs, ornate pop show exhibitions, and curated Voguez and Voyagez, making it a big brand Maintaining relevance. It follows the [brand] adventure from 1854 to the present. However, all of these products are lightweight and compact, making them ideally sized for overhead aircraft containers. Other key companies, such as Apple, Walt Disney Company, Adidas, and Starbucks, are all further enhancing their exceptional aesthetic quality and increasing their desirability while paying attention to legacy and brand codes. None are stagnant.
These companies have similar products to their competitors. Apple smartphones have the same computing power as Samsung. Airbnb, Marriott, and Craigslist offer travelers a competitive accommodation service. Aesthetics is discrimination. That's why some customers are willing to queue up to pay more than $ 1,000 for iPhone X or make a $ 1,000 deposit to be on the Tesla purchase waiting list. Aesthetics explains why Airbnb is by far the largest market for vacation rentals, with both the world's largest hotel group and the established Internet company that has been a market leader for 20 years. The aesthetics of the booking experience are intuitive and attractive. The appearance of the website is clean, elegant, and inherent in terms of functionality. No more than three clicks from the booking. More critical than usability is a website that helps people and encourages them to dream.
The last point about the process of developing and using aesthetic intelligence is what we call artistic empathy: as AI begins to establish its aesthetic sensitivity, it requires as much deep understanding and respect for the sensitivity of others as possible. And unlike ours, it better reflects the market. The fact that there are various types of good taste does not mean that there is no bad taste. "Knowing the difference between good and bad tastes and being sensitive to the good feelings (i.e., aesthetic empathy) of others, imagines, and predicts who will (or will not) respond to your product or service A valuable tool for how.
Understanding how aesthetics can help your business and how to use them effectively and reliably can dramatically increase your chances of survival and longevity. As a prime example, consider Veuve Clicquot, one of the world's most famous champagne brands. A French businessman in the early 19th century, became known as the Great Hall of Champagne due to innovations in the aesthetic expression of champagne. In 1798 she married François Clicquot, the son of the founder of Maison Clicquot. François shared the passion and knowledge of champagne with his wife. When she became a widow at the age of 27 in 1805, she was able to run a business. The business continued to prosper under her leadership.
Madam Clicquot not only saved the family business but improved it by developing a new production technique called puzzles that dramatically improved the taste and visual appeal of champagne. She has developed a method to combat the unpleasant appearance of sediment deposited on the bottom of the bottle. This technique is still used by winegrowers today. Madame Clicquot has also innovated the first blend of rose champagne. Rose champagne is a fascinating pink that is popular for weddings and special occasions around the world. The yellow-yellow label, a signature of Clicquot since 1772, is a powerful visual marker of brand tradition and personality. Madame Clicquot used her aesthetic intelligence to improve existing products, create special ones, and make it timeless. The power of a robust artistic strategy has built her company one of the world's leading champagne brands. However, Mrs. Clicquot was not born with the knowledge of the wine industry and did not go to college to study design. Instead, she saw with her husband and learned to trust her instinct on what was right about the product and what would be better. Here, the book starts with the idea that you can learn AI.
Art historian Maxwell L. Anderson states that, as Madame Clicquot showed, developing AI does not require formal training or growth in a sophisticated environment, but it certainly does provide the foundation. Claim to be useful. According to Dr. Anderson is a skill that anyone can develop. If you are passionate about cooking, you may have a sophisticated instinct for quality food. The cyclist brings the same rigor to his judgment on bicycles—oil and acrylic painters of certain brands. According to Anderson, they should be able to transfer these skills and develop their art and design judgment. Chef's favorite Le Creuset kitchenware follows the same principles of excellent craftsmanship as other luxury goods. Learn how to recognize and use this ability to distinguish between making objects and experiences fun in other areas. This is the first step to foster AI. Practice leads to polishing. Once you recognize the quality, resist the urge to copy others. Authenticity and originality are essential to long-term aesthetic results, especially in business. Fast fashion brands can create patterns, styles, and silhouettes similar to the coveted high-end designer goods, but the value of these replicas diminishes with each wear. Like new cars, discounts have little resale value. Helms Birkin bags, on the other hand, are often auctioned at prices much higher than the original retail price.
