Trying to truly delight costumers and differentiate one's own business...every business leader has to deal with it. If you're a business leader, you probably know exactly how these targets can become difficult to reach. But there's a way to do that: Aesthetic Intelligence (AI). In additional to traditional and emotional intelligence, great leaders also need to develop Aesthetic Intelligence. It is not easy to give a definition of Aesthetic Intelligence. It means knowing what good taste is and thinking about how your services and products stimulate all five senses to create delight.