If you are struggling to gain new leads you have to build on what you know (the traditional) and add new ways of doing what you do well. Tidal built on what worked and kept going. In business you must always do the same. This starts with the belief that you have something to offer then is followed with a structure to support it.
Modern science also tell us the the visual matters. Not only that but it could be our brains trying to form a coherent message. We're all using visuals to tell a story in our minds. This is simply the current state of affairs or what we all have to work with. As one New York Times article put if "Yes looks do matter." in the article it states (reflecting on Susan Boyle from American Idol):