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Pauline Brown's book Aesthetic Intelligence shows how important aesthetics is in our lives and, of course, in business. Ms Brown is convinced that this is a muscle that can be pumped up, meaning that anyone can develop an aesthetic sense and put this skill into practice. According to the author, the aesthetic component of a product is no less important than its functionality, and companies should pay as much attention to aesthetics as they do to financial reports. How to build up the "aesthetic muscle", how to create the aesthetic value of goods, how to tell consumers about it - the author has a relaxed conversation with the reader on these and other topics, giving many examples of strong aesthetic solutions, but leaving enough room for her own conclusions.