A conversation between Michael Bungay Stanier and Raj Sisodia on Conscious Capitalism and his book “Firms of Endearment”.

The starting point for the book is looking at companies that people – ordinary people – truly love, and then becoming curious about what’s behind the magic.  Raj’s background as an engineer brings a distinctively analytical approach to figuring out what makes it all work so well. The final companies he surveyed had to spend less than the industry norm on marketing, and significantly over-perform in terms of being a trusted brand.

During their conversation on the importance of ‘Conscious Capitalism’ they touches on:

  • How engaged employees are often at the heart of a trusted brand
  • The importance of community connection to building trust
  • Why defining your ‘raison d’être’ allows you to transcend ‘profit maximization’
  • And how it can all come down to the elements that make up the acronym SPICE


Michael is the founder of Box of Crayons, a company that helps organisations do less good work and more great work. Raj Sisodia is Professor of Marketing at Bentley College, co-author of Firms of Endearment, Conscious Capitalism: Liberating the Heroic Spirit of Business, and The Conscious Capitalism Field Guide, and co-founder of the Conscious Capitalism movement.

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