From Metrics to Emotions: Shaping Perceptions to Drive Success

In a recent interview with Literary Titan, I was asked the question What were some ideas that were important for you to share in this book?

I said, “In my book, I emphasize that leaders can make a meaningful difference in the lives of the people they serve. One key idea is that selling products and services should not be about merely being the best but about positively impacting people's feelings. 

In many boardrooms, discussions rarely touch on a product's or service's emotional impact, yet understanding this is one of the best-kept secrets of fast-growing companies. Rather than focusing solely on metrics like increasing sales, businesses should ask themselves how they can change people's perceptions of their offerings. 

For instance, consider what emotions you want to evoke when customers interact with your brand. Identifying and targeting these emotions creates a deeper connection and enhances the customer experience. This emotional engagement can drive loyalty and satisfaction, setting your business apart.

Here’s a quick story that illustrates the power of emotion. I often visit a local convenience store where the staff has consistently made me feel valued and appreciated. However, a new employee has been operating the counter on my recent visits. This individual frequently leans against the counter, engrossed in his phone, and during my last visit, I waited for five minutes before he even acknowledged my presence at the register. 

The shift was palpable: I went from feeling valued and respected to completely overlooked and unimportant. The loyalty and sense of belonging I once felt quickly turned into frustration and alienation. 

This experience highlights the crucial role of emotional engagement. How we interact with others can significantly impact their feelings and perceptions, underscoring the importance of maintaining a genuine connection in every interaction.”

Whether you’re just starting your career or leading a business, consider the emotions you want to evoke in others. We all have bad days, but we must remain accountable for our interactions.

What are two or three emotions you aim to evoke when you speak with others? Create a list of positive emotions and narrow down the ones you want to focus on. Make these emotions a priority in your daily interactions at work. When you put in the effort, you’ll notice how others’ perceptions of you positively change.