Build a Business People Can’t Imagine Losing written by John Jantsch read more at Duct Tape Marketing
Catch The Full Episode: Episode Overview In this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Marcus Buckingham, renowned researcher, strengths movement pioneer, and bestselling author, about his latest book, Design Love In: How to Unleash the Most Powerful Force in Business. While “love” may seem like an unconventional business term, Buckingham […]
Build a Business People Can’t Imagine Losing written by John Jantsch read more at Duct Tape Marketing
Catch The Full Episode:
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Episode Overview
In this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Marcus Buckingham, renowned researcher, strengths movement pioneer, and bestselling author, about his latest book,
Design Love In: How to Unleash the Most Powerful Force in Business.
While “love” may seem like an unconventional business term, Buckingham makes a research-backed case that love is the strongest predictor of productive human behavior. From customer loyalty to employee engagement and retention, organizations that intentionally design experiences people love consistently outperform those that focus solely on process, perks, or performance metrics.
Buckingham introduces Experience Intelligence, a leadership capability centered on
intentionally designing holistic experiences that drive emotional connection and lasting behavioral change. He also outlines a five-part emotional blueprint leaders can use to engineer loyalty, advocacy, and sustainablegrowth.
If you want to build a business customers cannot imagine living without, and a workplace employees genuinely love, this episode delivers a practical and strategic roadmap.
About Marcus Buckingham
Marcus Buckingham is a globally recognized researcher on high performance at work and a pioneer of the
strengths-based leadership movement. He is the author of multiple bestselling books and has spent decades
studying what drives exceptional team performance, employee engagement, and customer loyalty.
In Design Love In, Buckingham presents research demonstrating that love, not engagement, satisfaction,
or respect, is the most powerful predictor of positive human behavior in business.
Learn more: designlovein.com
Key Takeaways
- Love is predictive. Satisfaction and respect are positive, but love most reliably drives loyalty and advocacy.
- The “five” is what matters. On a 1 to 5 scale, behavior changes when people move from a 4 to a 5.
- Measure love with a high bar: “I can’t imagine a world without ____.”
- Leaders are experience makers. The question is whether you design experiences skillfully.
- Experiences drive behavior, not directives. Sustainable change comes from how people feel while moving through your system.
- Moments do not change behavior. Internalized experiences form a story that drives action.
- Use the five feelings blueprint to design onboarding, sales, and customer journeys.
- Process design often kills experience. Handoffs and silos create fragmented, transactional interactions.
- Experience Intelligence is a strategic advantage. Designing for love helps you stand out and win.
The Five Feelings Blueprint
Use these five feelings in sequence to design experiences people love:
- Control. “What is this world, and how do I work it?”
- Harmony. “Does this experience understand what I’m feeling?”
- Significance. “Do you know my story, and does it matter?”
- Warmth of Others. “Who is here to help me?”
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