Why Love IS Good Business

My case for thinking about marketing through an emotional lens.

That’s me in the corner, enthusiastically throwing a giant piece of content at you!

Loving what you do is a competitive advantage in marketing. 

Yep. You heard me. All the squishy, fuzzy, disgustingly ineffable emotions are a competitive advantage and a business asset. Because great marketing is built on a foundation of empathy for the target audience. And what’s empathy but an annoying abstract set of emotions?

Whenever you hear somebody say “there’s no place for emotion, it’s just business”, laugh them out of the room. Or, if you’re feeling particularly understanding, send them a link to this essay. I’ll take care of it from there.

It’s NOT “Just Business”

Whenever somebody dismisses a conversation about emotional resonance, authenticity, or creativity by claiming that all that matters is “just business”, it makes my blood boil. Because that statement (and the mindset behind it) doesn’t make any sense!

What is “just business”? Can you point me to a place in the universe that only business…