產品唔係靚就夠——你仲要識得講清楚佢點解值得被喜歡《哈佛商學院的美學課》

讓零碎的時間變得有意義，讓最懂的人為你抓重點！ 漫遊者「微說書」由編輯群親自操刀內容、專業配音員朗讀呈現。 15分鐘帶你快速了解一本好書，打造高效率的聽書體驗。


美學智慧（Aesthetic Intelligence） 決定你的個人品牌與企業價值！


LVMH集團（酩悅．軒尼詩－路易．威登集團）X哈佛商學院
公開國際精奢品牌的商業祕密：
企業長保價值與魅力的關鍵不在數字精算，而是美學敘事力

哈佛商學院「美學的事業」課程內容
認識美學如何開啟價值，並協助事業成功；
重新發現、並精鍊個人的美學天賦！

全球奢侈品領導企業LVMH北美區董事會主席寶琳．布朗，把她25年來負責品牌管理與收購、零售業營運、奢侈品行銷的經驗，轉化成可應用於各領域產業的經營之道。2016年，她於哈佛商學院開設「美學的事業」課程，傳授美學如何創造產品或服務的價值，讓企業與個人永不退潮。

【美學不只是好生意，更能提供解決方案與願景】

布朗認為，在人工智慧興起，社群互動、體驗經驗當道的年代，每一家企業都需要善用「美學智慧」，理解產品的消費者，打造好生意、因應經營挑戰。布朗以實際參與的精奢品牌、零售業、與消費服務業，舉出超過30個知名企業個案，一一分析美學在品牌與經營策略上的關鍵作用，包括

．美感智慧創造價值：
經典品牌如路易威登（蒸汽船旅行的輕巧需求）、凱歌香檳（轉瓶技術改善口感，蛋黃色標籤的視覺標記）；美妝品牌如Aveda（藥草芳香與友善環境）、Jo Malone（香味、包裝與商標設計）；服務業如德爾福里斯克頂級牛排連鎖（服務生儀態與制服）

．有效處理企業共同挑戰：
跳出商品規格化的陷阱（星巴克），突破市佔率老二的宿命（倩碧），擺脫公司歷史的包袱（義大利廚具smeg）、在擁擠的市場殺出重圍（街頭時尚品牌everlane）、超越實用與美感的兩難（戴森）

【四個鍛鍊手法，人人都能強化美學智商】

任何一個品牌或企業的美學，就從個人開始。寶琳．布朗提醒，每個人天生具有美學智商，並可以透過後天學習來強化。書中具體舉出四個鍛鍊美學智商的技能，包括：調諧（attunement）、詮釋（interpretation）、清晰闡述（articulation）、與策展（curation），舉凡上餐廳吃飯、佈置居家空間、逛百貨公司、選擇個人服飾和紀念小物，都是理解和學習的途徑；也唯有透過感官體驗，我們可以在生活與工作上創造愉悅、提升精神、與激發想像力，成為品味創造者。

寶琳．布朗由自身的美學經歷，鼓勵企業主管、創業者、專業工作者，培養個人的美學智慧，不要低估美學傳遞價值觀、人格特質與風格的力量。

名人推薦

丁菱娟（作家╱新創及二代企業導師╱資深公關人）、
石靈慧（〈名牌學〉作者、LVMH 時尚集團首任台灣區總經理）、
馮宇（IF OFFICE 創辦人╱創意總監）、 謝榮雅（奇想創造董事長） 聯合推薦

本書強調每個人都需要培養強有力的聲音。——唐娜．卡蘭（Donna Karan），服裝設計師、創業家、慈善家

本書說明我們如何運用服飾美妝業等領域的關鍵心法，使各產業都能脫胎換骨。——華特．艾薩克森（Walter Isaacson），知名傳記作家

本書不只是對奢侈品牌的營運具有意義，對於所有企業都可適用。寶琳．布朗說明美學智慧具有改造各種企業的力量，每個人也可以培養屬於自己的美學智慧，並且運用美學智慧來吸引、啟發、取悅自家產品的消費者。——敏蒂‧葛羅斯曼（Mindy Grossman），WW International執行長
作者介紹
作者簡介
寶琳．布朗 （Pauline Brown）

賓州大學華頓商學院企管碩士。原任全球最大奢侈品集團LVMH北美地區董事會主席，指導該區5個產業的70種品牌，包括時尚與皮革、鐘錶與珠寶、香水與化妝品、葡萄酒與烈酒、以及精品零售業。

2016年，她加入了哈佛商學院的教學陣容，首創「美學的事業」課程。如今她提供眾多企業客戶建議，用美學智慧的力量促成企業轉型。她同時在天狼星衛星廣播主持每週一次《品味創造者》的生活風格節目，訪問各行各業的潮流引導者、創新者、和影響人物。

寶琳目前擔任多個企業董事會的獨立董事，在非營利事業方面，她是阿斯彭研究所（Aspen Institute）亨利克朗學人計畫的監督委員，帕森斯設計學院（Parsons School of Design）的校董會成員。她也曾擔任全美零售聯合會、化妝品女性同業協會、以及國際時裝集團的董事會成員。

譯者簡介
謝樹寬

彰化員林人，1968年生。台大外文系畢。曾任電視台國際新聞編譯、新聞節目製作人。喜歡跑步、看棒球、掛網路、填字遊戲。

Transcript

SPEAKER_01 0:43

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