In his new book, “Emotional Business – Inspiring Human Connectedness to Grow Earnings and the Economy“, Dr. Ravi Rao provides a concise, reflective and highly pragmatic approach to understanding the role human emotions play in commerce and how, as business leaders in the 21st century, embracing and engaging in emotional competitive advantage is a strategic imperative.
I recently enjoyed the opportunity to appear on Patricia Raskin’s Positive Business radio program with a distinguished gentleman by the name of Dr. Ravi Rao. I came away from the interview sincerely impressed with Dr. Rao’s insights. Having just read his book, my impression has escalated to distinct admiration. Dr. Rao knows of what he speaks. His educational background includes an M.ED. in early childhood development, a Ph.D. from Johns Hopkins University, an M.D. from the University of Virginia Medical School and he received his neurosurgeon training at Harvard Med. In 2000, he left medicine to join a leading business consulting firm and now runs his own company helping companies and organizations understand the critical nature of human emotions and the role these emotions play in driving or derailing success.
His book is neither a scholarly treatise filled with regression analysis nor is it an anecdotal collection of success stories. It is very much a pragmatic, exceptionally useful and grounded guide to the human emotional landscape, offering clear guidelines as to how the lessons from social neuroscience can deliver emotional competitive advantage for businesses operating in today’s Ideas Economy.
Emotional Business is a highly accessible read, breaking down the applications of Dr. Rao’s insights from real world experiences into distinct, operational applications. He describes the seven emotional needs of customers and how organizations must strategize and choose which customers they wish to resonate with and how the tradeoffs of these decision may effect performance. He goes on to apply social neuroscience to team dynamics and explains how managing the emotional vigor of the team must be primary and ongoing for cohesion and achievement. Moving into organizational strategy, Dr. Rao discusses how successful organizations apply a mix of nine emotional constructs into every phase of the enterprise’s endeavors. The book goes on to explore scientifically grounded approaches for conflict management, addressing a disfunctional culture, nimble and empathetic listening, dealing with stress and the critical importance of gatherings to cultivate shared values, vision and passionate engagement.
Dr. Rao’s last chapter resonates with a philosophical message we both share. Get the emotions right and you’ll get the business right. Get the business right and we can change the world! I often say I don’t know how to change culture, but I do know how to change business culture. This is the key to driving positive change in our society and world, fore the experiences we all encounter in our daily work resonates into our personal lives. Business has the power to drive positive, social change.
Our firm has delved into the neuroscience literature for more than four years. In our programs and workshops we leverage the lessons we’ve garnered surrounding coherence, psychological flow, entrainment, Core Mammalian Emotional Systems as well as lessons learned through research and actual experiences employing Applied Behavioral Economics. Dr. Rao break’s down much of what we’ve learned and continue to apply into an easy-to-read, concise collection of step-by-step methodologies to enhance emotional engagement, creativity and performance in today’s rapidly shifting economic landscape.
I highly recommend this book!
© 2012, Terry Murray.