An aesthetic strategy determines whether you exist. Or not

Aesthetics matter to businesses.

In fact, they're everything. They determine whether you exist.

I’ve walked along Windmill Street 6351 times in the past eight years.

I know all the businesses on the street - barber, denim menswear, Japanese restaurant, spa.

This morning I saw something new. Cafe Metro Express.

Never seen it before in my life.

I’m an observant type. I notice details. And I love a proper caff.

Just googled it. Been there since 2017.

So why on earth is my recollection so poor?

Because aesthetics are everything. Here's how it works -

• People feel something about your brand

• You stand out

• People remember

• They come back

• And they pay more

And if people don’t notice? Sadly, you don’t exist.

Poor Cafe Metro Express bears that cost.

Cafe Metro Express, Windmill Street, London W1, 24th March 2025

My beady eye notices what works for some businesses. What doesn’t for others.

Guiding businesses to become more desirable makes me tick. I love what I do.

So I write about this research and insight.

Business leaders and entrepreneurs need to know what will make them desirable in their world.

If that resonates, please share with your world.

Let’s make the world more beautiful.