producing spans as long as 300 feet. Bridge members were designed with straight lines to blend with the striations of the canyon walls. In business strategy, we have a long history of paying attention to the "fit" of an organization's strategy, both in terms of its internal consistency and in its appropriateness for its larger environment. Good strategies, we know, are aligned along many dimensions. We have an equally long history in business, however, of largely ignoring aesthetics, of treating these as trivial adornments to high-end products and services. In fact, it is somewhat difficult to even describe what the "aesthetic" dimensions of a strategy might bp. What makes a strategy more than merely functional and makes it a thing of beauty? The origin of the word "aesthetic" lies with the Greek "aisthetikos" meaning "of sense perception." Thus, we might conjecture that it relates to ideas, strategies that appeal to the senses, rather than merely to cognition - new possibilities that have an emotional appeal, a "presence" that commends attention and invites engagement. We know that the most successful innovations combine the familiar with the novel to produce something interesting. Yet consider how banal and cliched so many corporate missions are - no wonder they fail to com Mardeven attention, much less emotion. Then consider instead the emotional engagement the Body Shop evoked from its clientele when it committed to natural products and no animal testing coupled with a recycling ethic. These simple aesthetics created a unique and compelling value proposition for targeted customers who shared their values. Change, psychologists tell us, is primarily driven by desire - it is in that sense of the term aesthetic that we can learn from designers how to make business strategies more compelling and new possibilities more evident.