What does beauty have to do with business?

Purpose To examine how an interest in art can be harnessed to accelerate one's success as a leader of innovation. Design/methodology/approach The introduction of eight patterns of beauty as a framework for observation and insight were found have the potential to change the way people see the world, leading to new possibilities and new business opportunities. Anecdotal evidence is drawn from case studies for consumer products organizations, such as Polaroid, public relations firms, and technology companies, participating in arts‐based training and engaging in innovation initiatives. Follow up interviews conducted by the writer confirmed new vantage points and connections acquired, as a result of the training, fostered continuous improvement in creative leadership practices. Findings After five to ten years leaders continue to use methods learned in the art‐based training to generate imaginative business ideas. Originality/value The writer's experiential learning indicates potential and lasting impact of arts‐based training. This calls for diligent consideration of beauty as part one's professional development as a future leader of innovation in business.