{"id":10013,"date":"2020-09-28T09:00:45","date_gmt":"2020-09-28T07:00:45","guid":{"rendered":"http:\/\/passodue.flywheelsites.com\/2020\/09\/28\/engaging-the-heart-in-business\/"},"modified":"2020-12-09T14:47:38","modified_gmt":"2020-12-09T13:47:38","slug":"engaging-the-heart-in-business","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/","title":{"rendered":"Engaging the Heart in Business"},"content":{"rendered":"

by Alice Alessandri<\/a><\/span><\/p>\n

The English version of our book Business in Love<\/strong><\/a> has been available in all countries for a few weeks now, with a very charming title: Engaging the Heart in Business: A Revolutionary Market Approach Based On Love<\/strong><\/a> (in Italian \u201cMetti il cuore nel lavoro: un approccio rivoluzionario al mercato basato sull\u2019amore\u201d<\/em>).<\/span><\/p>\n

I take this opportunity to reflect on the reasons that led us to write this text, which are deeply connected to the social and economic changes<\/strong> that we are experiencing<\/span> – including the pandemic<\/strong>, the lockdown<\/strong>, the shift to remote working<\/strong> – and to the way we are facing these new challenges<\/strong>, seizing their evolutionary opportunities<\/strong>.<\/span><\/p>\n

The human being at the heart of business<\/strong><\/span><\/h2>\n

In the last few years books, conventions and specialized press have discussed the opportunity of putting human beings at the heart <\/strong>of market dynamics: what does this really mean and what can companies do to ensure that it doesn\u2019t remain just an appealing slogan<\/strong>?<\/span><\/p>\n

The first observation is that every worker is first of all a person <\/strong>made up of body<\/strong>, mind<\/strong> and heart<\/strong>; none of these elements can be ignored. However most of the times companies tend to forget exactly the heart<\/span>. So many managers and businessmen complain about unmotivated employees<\/strong> who \u201cput their pens down at 5\u201d, and then treat them as robots provided \u201conly\u201d with a body which must follow directions and a mind they wish they could control.<\/span><\/p>\n

\n

People who go to work leaving their souls at home <\/strong>will end up living as zombies<\/strong><\/a>; with time they will stop working hard or – as an outburst of humanity – they will move to another company to find new incentives (different tasks, more benefits, \u2026) which however will only have a temporary positive effect if they do not meet their inner needs<\/strong>.<\/em><\/span><\/p><\/blockquote>\n

\n

\"\"<\/p>\n

For example, putting human beings at the heart of the buying or selling experience <\/a><\/strong>means keeping in mind that they don\u2019t only have material needs<\/strong> but also emotional needs<\/strong>, personal sensitivities<\/strong>, fears<\/strong> and insecurities<\/strong><\/span>: salespeople working with their hearts<\/strong> need to develop all those \u201csoft\u201d skills – empathy<\/strong>, listening<\/strong>, interpersonal <\/strong>skills, carefulness, attentiveness – that will allow them to better adapt to each client\/person.<\/strong><\/span><\/p>\n

It seems easy in theory, yet many find it difficult to open up to this method of interaction; we\u2019ll understand why in the next paragraph.<\/span><\/p>\n

Protagonists of a revolution underway<\/strong><\/span><\/h2>\n

Looking at the scenarios that are emerging (working toward goals<\/strong>, working from home with sporadic meetings at the company\u2019s premises) and observing the dynamics that characterize them \u2013 \u00a0i.e. flexibility<\/strong>, individual responsibility, <\/strong>shared values<\/strong> and goals <\/strong>\u2013 we can say that a real revolution<\/strong><\/span> is taking place. The evolutionary transformation<\/strong>, however, will be achieved only if we all let the first spark of positive change<\/strong> light up within us<\/span>.<\/span><\/p>\n

\"positive<\/p>\n

\n

Business in Love\/Engaging the Heart in Business <\/strong>is addressed to all those who want to become actors of renewal<\/strong>, who want to live their profession as a chance to fully <\/strong>put themselves out there<\/strong>, with a desire to leave their mark and contribute to the common good<\/strong>.<\/em><\/span><\/p><\/blockquote>\n

\n

To do so we have to start from knowing ourselves<\/strong><\/span>, identifying what we can give through our work and opening up to what we can receive from it, getting involved in the being-offering-receiving <\/strong>process, in order to restart with a higher level of awareness<\/strong>.<\/span><\/p>\n

If we consider a company as a living organism \u2013 i.e. as the sum of the people who belong to it \u2013 the same circular approach<\/strong> can be applied<\/span>. However it is essential to consider the organizational model<\/strong> adopted, the marketing<\/strong> tools and the company\u2019s vocabulary <\/strong>in use.<\/span><\/p>\n

\"love\"
Where you can’t love not to linger.<\/em><\/span><\/figcaption><\/figure>\n

A business model based on love <\/strong><\/span><\/h2>\n

Since 1967, when Philip Kotler<\/strong><\/a> published the first edition of Marketing Management: Analysis, Planning and Control<\/strong>, so many words have been spoken to enhance, reconsider and – in some cases – reject his theories. So did we really need another book on this topic? In our opinion it was important to write a text that could help companies adopt a new language<\/strong><\/span> \u2013 derived from a new point of view <\/strong>\u2013 when talking about clients, employees, suppliers, competitors, market, restoring priorities, interactions and paradigms.<\/span><\/p>\n

In Business in Love\/Engaging the Heart in Business<\/strong> we suggest replacing the war metaphor <\/strong>(conquer the market, defeat the competition, hit the target-client) with that of love<\/strong> (make clients fall in love, respect the competition competing on value, appreciate employees). <\/span><\/p>\n

\"\"<\/p>\n

This is the basis of the Loving Business Model<\/strong> which, building on the essence of the company (Brand-Mission-Offer System), analyses the interaction with all the actors and the transfer of value which takes place through the Value Journey <\/strong>(that is the sum of the customer journey<\/a> and the employee journey).<\/span><\/p>\n

\n

We don\u2019t want to suggest a mushy concept of business and corporate life, but a real methodological alternative<\/strong> to guarantee satisfactory results for everybody.<\/em><\/span><\/p><\/blockquote>\n

\n

\"\"<\/p>\n

Human beings are intrinsically predisposed to evolution <\/strong>and economy, being a social science<\/strong>, can only support this trend by renewing its models. This is why we, the authors, along with all the institutions and organizations on both sides of the ocean which have collaborated on the research at the heart of the book, have worked hard to give our contribution in order to help companies and professionals play an active role in the change underway<\/strong><\/span>.<\/span><\/p>\n

\u2013 \u2013 \u2013
\n\u201cEven when you have to face difficulties and challenges remember that your heart can help you. If\u00a0 you feel good about yourself when you\u2019re working, love what you do, make real connections with the people you work with and serve your community, you can be sure the results will not fail to arrive.\u201d<\/em>
\n\u2013 \u2013 \u2013<\/strong><\/h3>\n

 <\/p>\n

| partem claram semper aspice<\/pre>\n","protected":false},"excerpt":{"rendered":"
The English version of our book Business in Love has been available in all countries for a few weeks now, with a very charming title: Engaging the Heart in Business: A Revolutionary Market Approach Based On Love. I take this opportunity to reflect on the reasons that led us to write this text, which are deeply connected to the social and economic changes that we are experiencing – including the pandemic, the lockdown, the shift to remote working – and to the way we are facing these new challenges, seizing their evolutionary opportunities.<\/p>\n","protected":false},"author":294,"featured_media":10016,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[98,99],"tags":[289,305,234],"class_list":["post-10013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-in-love-2","category-engaging-the-heart-in-business","tag-business-ethics","tag-business-model-en","tag-relationship","entry","has-media"],"yoast_head":"\nEngaging the Heart in Business • Passodue<\/title>\n<meta name=\"description\" content=\"A reflection connected to the social and economic changes that we are experiencing and to the way we are facing these new challenges engaging the Heart in Business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Engaging the Heart in Business • Passodue\" \/>\n<meta property=\"og:description\" content=\"A reflection connected to the social and economic changes that we are experiencing and to the way we are facing these new challenges engaging the Heart in Business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Passodue\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/passodue\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-28T07:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-09T13:47:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/metti-il-cuore.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"690\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@passodue\" \/>\n<meta name=\"twitter:site\" content=\"@passodue\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#organization\",\"name\":\"Passodue\",\"url\":\"https:\/\/diariodiunconsulente.it\/en\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/passodue\",\"https:\/\/www.instagram.com\/passodue\/\",\"https:\/\/www.linkedin.com\/company-beta\/10017842\/\",\"https:\/\/www.youtube.com\/channel\/UCbxyw6anbCWhBzUaNayFTMA\",\"https:\/\/twitter.com\/passodue\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/09\/Passodue.png\",\"width\":401,\"height\":112,\"caption\":\"Passodue\"},\"image\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#website\",\"url\":\"https:\/\/diariodiunconsulente.it\/en\/\",\"name\":\"Passodue\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/diariodiunconsulente.it\/en\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/metti-il-cuore.jpg\",\"width\":1920,\"height\":690},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#webpage\",\"url\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\",\"name\":\"Engaging the Heart in Business • Passodue\",\"isPartOf\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#primaryimage\"},\"datePublished\":\"2020-09-28T07:00:45+00:00\",\"dateModified\":\"2020-12-09T13:47:38+00:00\",\"description\":\"A reflection connected to the social and economic changes that we are experiencing and to the way we are facing these new challenges engaging the Heart in Business.\",\"breadcrumb\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/\",\"url\":\"https:\/\/diariodiunconsulente.it\/en\/\",\"name\":\"Home\"}},{\"@type\":\"ListItem\",\"position\":2,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\",\"url\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/\",\"name\":\"Engaging the Heart in Business\"}}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#webpage\"},\"author\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#\/schema\/person\/6cea6eac97530ae83c4f830c77de4687\"},\"headline\":\"Engaging the Heart in Business\",\"datePublished\":\"2020-09-28T07:00:45+00:00\",\"dateModified\":\"2020-12-09T13:47:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#webpage\"},\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#primaryimage\"},\"keywords\":\"business ethics,business model,relationship\",\"articleSection\":\"Business in Love,Engaging the Heart in Business\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/diariodiunconsulente.it\/en\/2020\/09\/28\/engaging-the-heart-in-business\/#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#\/schema\/person\/6cea6eac97530ae83c4f830c77de4687\",\"name\":\"Alice Alessandri\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/diariodiunconsulente.it\/en\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ebbf9a5b9147acc8d8f40d179549f9a57e59e57e8fe781807b0b9fb5a0eec7cb?s=96&d=mm&r=g\",\"caption\":\"Alice Alessandri\"},\"description\":\"Consulente e formatrice di professione mi definisco un \\u201cinformatico anomalo\\u201d: laureata in Scienze dell\\u2019Informazione sin da subito mi sono indirizzata verso il settore della comunicazione interpersonale. La mia esperienza di oltre 10 anni come imprenditrice mi ha permesso di gettare le basi per quello che sarebbe diventato il mio progetto pi\\u00f9 importante, Passodue: societ\\u00e0 di consulenza e formazione che combina profitto ed etica, successo professionale e felicit\\u00e0. Con Alberto aiuto le aziende a compiere il loro secondo passo verso un successo fondato sull\\u2019etica e le relazioni.\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/diariodiunconsulente.it\/wp-content\/uploads\/2020\/12\/metti-il-cuore.jpg","_links":{"self":[{"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/posts\/10013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/users\/294"}],"replies":[{"embeddable":true,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/comments?post=10013"}],"version-history":[{"count":0,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/posts\/10013\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/media\/10016"}],"wp:attachment":[{"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/media?parent=10013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/categories?post=10013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/diariodiunconsulente.it\/en\/wp-json\/wp\/v2\/tags?post=10013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}