Design Love In

How to Unleash the Most Powerful Force in Business
The most powerful force in business is not what you think it is and it's right in front of you as a leader, waiting to be unleashed.

From New York Times bestselling author and pioneer of the strengths movement comes a bold new blueprint for leading with the most powerful force in business—love.

Think about the last time you said, "I love that." Maybe it was about a product that exceeded expectations, a service experience that built instant loyalty, or a moment when your work brought out the best in you. That reaction isn't just emotional—it's electric. In the organization, it fuels engagement, strengthens performance, and drives lasting success. Yet most leaders don't even acknowledge it, let alone measure or make use of it.

In Design Love In, leading researcher on human performance and bestselling author Marcus Buckingham reveals how love—the deep connection that makes people feel seen, valued, and inspired—isn't just a soft feeling. It's a measurable driver of performance and growth. He shows how leaders, as experience-makers, can intentionally "design love in" to everything we do: our interactions with team members, our company policies and practices, the products and services and experiences we create for those we lead and serve. When we do this, we not only unlock deeper commitment, higher engagement, stronger customer loyalty, and lasting business results, we strengthen the human connection between us and create a better world.

Featuring vivid stories of global brands, current research, and personal experiences, Buckingham illustrates that tapping into this force is not simply about being more "warm and fuzzy"—it's a concrete strategy of utilizing loving experiences to drive behaviors to drive outcomes, and the book provides step-by-step advice on how to "design love in" to all your actions as a leader.

Love—it's the most powerful force in business. This book shows how you as a leader can unleash it.

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