Is your business beautiful?

One of the things you notice right away about charismatic brands such as Starbucks, is that there’s something beautiful about them.

You were probably a little surprised by my last statement.
But let me remind you that one of the definitions for the term beautiful by the Oxford English Dictionary is:
Excelling in grace of form, charm of coloring… and other qualities which call for admiration…

Upon hearing the word beautiful, it’s tempting to first think about beauty in terms of physical beauty.
But actually, there are many other things and qualities that we find beautiful, that we admire.
Think authenticity.
Think trustworthiness.
Think clarity.
Think commitment.
Think ease of use.
Think simplicity.
Think consistency.

Now, let me ask you again: is your business beautiful?