Imagine how much more profitable a firm might be if, for example, its leaders truly understood the anger of customers and how a sincere apology can ease frustration (as we saw in chapter 5, “The Case for Revenge”). How much more productive might employees be if senior managers understood the importance of taking pride in one’s work (as we saw in chapter 2, “The Meaning of Labor”). And imagine how much more efficient companies could be (not to mention the great PR benefits) if they stopped paying executives exorbitant bonuses and more seriously considered the relationship between payment and
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