Firms of Endearment
I'd be interested to find out how many of you fine members of inBubbleNation have left a job NOT because you wanted more money, but because you seeked more meaning. Maybe you wanted to actively help people. Maybe your company was without soul. Or maybe you just wanted to move to bumblewoods and mountains Kentucky to explore your connection to nature (great place to do it). I wonder this because it has it has been said to be a fact that, now more than ever, "People are increasingly searching for higher meaning in their lives, not just possessions."
That fact is something that all of you, as business-minded people, need to keep at the front of your thoughts. Think about it: if people want more meaning, wouldn't it be a good idea for your company to transform in such a way as to give it to them? Yes, it would. If you don't believe me, believe Firms of Endearment. It's a great new book about one of the most fundamental transformations in Capitalism since the Mr. Smith did his thing in the 18th Century.
So what does it mean to bring people meaning? It means that, as a company, your goals and strategies should be centered on bringing joy, empathy, authenticity, soulfulness, and love to your customers. Companies like IKEA and Whole Foods are kicking butt because they deliver emotional value; they bring experiential value; they have social value. It's not all about profits. But what happens is that by tweaking traditional capitalistic notions and catering to their customer's search for meaning, these company's profits are taking off.
Costco, Wegmans, Commerce Bank - all companies that are changing capitalism as we know it. And what else do these companies get out of it, other than initial profit? Well they get really powerful loyalty and affection, and is there anything more powerful in business than a loyal and affectionate group of stakeholders.
Firms of Endearment makes it very clear that if you are going to thrive within this new business landscape, you need to change your ways, and it is here to help. This book isn't just a megaphone, it's a teacher. It wants to help you get from where you are to where you need to be. It wants to help you help others find meaning. It's not that you have to, but you have to.
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