The Business Romantic

Romance is not just for love; it can redefine the way businesses connect with employees and customers.

1. Millennials Crave Meaning in Their Work

Millennials, who make up a significant portion of today's workforce, are shaped by a paradox. On one hand, their digital lives revolve around connecting with others and sharing their experiences. On the other, they are deeply distrustful and disillusioned, leading to a longing for purpose. Sadly, most jobs fail to meet this desire for meaning, leaving many feeling disconnected from their work.

This discord is often fueled by social media. Platforms like Facebook create endless comparisons, where someone always appears to be more successful, happier, or wealthier. Attempting to keep up leads many Millennials to pursue financial rewards or promotions instead of meaningful personal connections. This chase detracts from their happiness and fulfillment at work.

Research from Harvard Business Review shows that employees who find purpose in their roles are happier and more committed. Yet, a 2013 Gallup poll revealed that only 13% of employees globally feel truly engaged at work, meaning employers have a long way to go in addressing this need for meaning in their workforce.

Examples

• Over half of Millennials are active on social media, but less than 20% trust others, highlighting this disconnect.
• Social media’s comparison culture often leaves workers striving for status instead of personal satisfaction.
• Engagement studies show that finding meaning in work leads to increased loyalty and happiness.

2. Social Connection Matters More Than Productivity

Companies often prize productivity above almost everything else, but research suggests they may be missing the mark. Casual interactions with colleagues play a huge role in workplace happiness. Surprisingly, these social moments make employees just as happy as experiences outside of work.

Despite this, most employers view socializing as a distraction from productivity. This creates a work culture where employees are discouraged from forming real relationships with colleagues. But without those connections, motivation and engagement plummet, especially for younger workers.

Organizing opportunities for employees to genuinely connect, such as informal gatherings, allows them to feel more integrated. The author’s "15 Toasts" dinner experiment demonstrated this power. Guests, who were strangers, bonded deeply by sharing personal stories and toasts during one structured evening.

Examples

• A study from the London School of Economics found casual workplace chats boost happiness significantly.
• Companies that stifle socializing have nearly 90% of their employees feeling disengaged or unmotivated.
• The "15 Toasts" event showed how one night of storytelling fostered authentic human connections.

3. Giving Brings Joy to the Workplace

Generosity, one of the simplest human acts, can transform a workplace. Giving doesn’t only benefit the recipient; it boosts morale and satisfaction for the giver too. Infusing a culture of giving into businesses can result in more motivated employees and stronger teamwork.

Wharton Business School professor Adam Grant argues that altruism enhances workplace collaboration and sparks innovation. Companies can encourage giving by embedding it into everyday work tasks. This not only strengthens relationships among employees but also creates a sense of purpose.

Reddit’s “Random Acts of Pizza” campaign is a great example. Employees crowdfund and send pizzas as thoughtful gestures, fostering a fun and generous workplace culture. Similarly, Danish company Anthon Berg let customers pay for chocolate with promises to do good deeds, tying giving into the experience.

Examples

• Adam Grant’s research links altruism to improved motivation and service excellence.
• Reddit’s spontaneous pizza gifts created community spirit among users and staff alike.
• Anthon Berg’s store design turned chocolate purchases into acts of kindness.

4. Customers Love a Bit of Challenge

Convenience is everywhere these days, but effortless buying loses some of its allure. Customers value products and services more when they’ve invested effort or faced a challenge to obtain them. This sense of achievement adds emotional value to their purchases.

IKEA is a perfect illustration of this idea. Its products are intentionally self-assembled, providing customers with a mildly frustrating yet satisfying experience. Similarly, Apple fans line up for days outside stores, turning new launches into rituals that require real commitment.

Balancing effort and reward is key. Too little work results in products that feel disposable. Too much, and customers give up in frustration. Businesses can cultivate loyalty by creating purchasing processes that encourage participation but don’t overwhelm.

Examples

• IKEA’s self-assembly model makes customers feel invested in their purchases.
• Apple enthusiasts camp out for new product launches because the wait intensifies their excitement.
• Effort-based engagement creates personal satisfaction and stronger emotional ties to brands.

5. Maintaining Mystique Can Be Powerful

In the age of oversharing, many businesses try to win over customers with transparency. However, some find that carefully guarding their mystique creates intrigue and draws more interest. Customers are naturally curious and sometimes being opaque fosters allure.

McKinsey is a great example. As a consulting giant, they are simultaneously recognized as secretive and celebrated. The firm limits client testimonials and internal details, which keeps its practices somewhat shrouded and interesting.

Companies can cultivate mystique by saying less, avoiding the oversharing pitfalls of social media culture. When customers don't have all the details, curiosity builds, making them more drawn to the product, service, or brand.

Examples

• McKinsey’s discretion has earned them both credibility and an air of exclusivity.
• Transparency campaigns like Twitter’s Q&A can backfire with overwhelming complaints.
• Carefully guarding trade secrets allows businesses to maintain an attractive sense of mystery.

6. Happy Endings Matter in Business Relationships

In business, how a relationship ends can have as much impact as how it starts. A goodbye should leave a positive impression, whether it’s a customer leaving a store or an employee parting ways with their job. These lasting memories influence returning behavior.

Airlines embody this principle well. Beginning a flight can often be stressful, so airlines go the extra mile to end with a smile—whether it’s personalized goodbyes from flight attendants or surprise parting gifts like KLM's schnapps-filled ceramic houses.

Even tough professional departures require thoughtfulness. CEO Andrew Mason of Groupon left his role with humor and grace, crafting a heartfelt resignation letter that preserved relationships and boosted morale for those staying behind.

Examples

• Airlines like KLM delight customers with small, meaningful farewell gestures.
• Personal yet professional goodbye messages, like Andrew Mason’s, leave lasting respect.
• Clear and tidy endings help both employees and businesses move forward smoothly.

7. Millennials Focus on Experiences Over Materialism

Millennials are more drawn to stories and meaningful experiences than to bland transactions or simple convenience. Companies that deliver these narratives through their products or services are better positioned to win over this generation.

Customizable experiences, like assembling furniture with IKEA or reserving concert tickets for unique online events, give customers something to share with friends and followers. These emotional investments make purchases more meaningful than material gain alone.

Encouraging interaction through gamification or challenges engages customers even more. For Millennials, experiences are often worth the time, effort, or extra cost involved.

Examples

• Millennials value social moments and shareable adventures in both their personal and professional lives.
• IKEA’s appeal extends beyond its pricing to an experience-focused model.
• Events like product launches capture the generation's love of storytelling and participation.

8. Building Personal Bonds Increases Satisfaction

Employees and customers thrive when they feel genuinely cared for. Encouraging personal relationships in the workplace or customer interactions creates loyalty. These bonds go beyond the transactional value of services or salaries.

Everyday acts—small gifts, personal messages, or moments of recognition—go a long way in creating relationships. Businesses that acknowledge the human side of these bonds build emotional loyalty that distinguishes them from competitors.

Building personal connections strengthens ties and satisfies the core human need for recognition and bonding in professional contexts.

Examples

• Thoughtful workspaces foster team bonding, which improves morale and productivity.
• Customer discounts for birthdays or anniversaries provide personal touches many remember.
• Small gestures like thank-you notes boost goodwill and deepen loyalty.

9. The Role of Play in Reinventing Workplaces

Playfulness shouldn’t just happen after-hours. Bringing elements of fun or creativity into work environments boosts engagement, satisfaction, and innovation. Whether it’s through workspace design, collaborative activities, or spirited campaigns, enjoyable moments make work better.

An open-plan office fosters impromptu chats, while games or retreat-style days encourage collaboration. Reddit’s pizza campaigns show the potential of blending fun with professional values to create an uplifting work culture.

When employees smile more often, they collaborate better, stick around longer, and feel more invested.

Examples

• Play-friendly offices like Google’s inspire both creativity and job satisfaction.
• Team-building days where fun activities replace rigid instructions.
• Spontaneous campaigns reward employee projects while turning work into something enjoyable.

Takeaways

1. Encourage genuine connections among coworkers by redesigning spaces with open plans and comfortable areas.
2. Introduce simple acts of kindness, like gift-giving campaigns, into your company’s culture to boost morale.
3. Create memorable customer interactions by incorporating challenges or surprises into your product or service experience.