Plato on Love: Transforming Business - Conclusion
Noah Ullman
Ex-Microsoft, nonprofit leadership, entrepreneur. I help organizations that do good, do better.
Why Did I Write This Series?
People have asked me what makes me think love applies to business. There are several answers to this question.
In my quest to make the world a better place and help people and organizations succeed, Ancient Greek wisdom about love and how to apply that to business became a clear path to fulfill personal, professional, and altruistic goals—a personal trifecta.
As a marketer who works with language and emotions, I was struck by the fact that we don't speak about our most powerful emotion with clarity or precision. Understanding that there are different forms of love has helped me immeasurably.
I believe that engaging the six forms of love in business will make people and organizations better—healthier, more productive, more impactful, and more successful.
There is no stronger force to change behavior than business. Business changes how we consume, communicate, what we value, and how we live our lives. If my goal is to get more love into the world, normalizing love through business is a great way to do that.
Sharing my observations and perspectives through writing, speaking, and workshops has been a long-term goal of mine, and this content has inspired me to act.
Who Is This For?
In the most general terms, this is for anyone who believes how they do something is as important as what they do. More specifically, it’s for anyone who sets organizational culture internally: C-suite, HR, Operations, and those who shape external messaging such as Sales, Marketing, and Customer Support.
Recap of the Six Loves and Their Application in Business
Eros/Passion is a powerful force to motivate employees and engage stakeholders with positive energy and the delivery of exceptional products and services. It drives innovation, creativity, and excellence by infusing enthusiasm and energy into the workplace. However, the dark side is that it can become all-consuming, leading to burnout and unreasonable behavior. Apple's dedication to its products and the fervor of its fans are manifestations of Eros in the business world.
Storge/Familial Love is the love of survival that ensures generational health and long-term success. This love bonds for lifetimes and supports each other in good times and bad. It creates a sense of loyalty and commitment, fostering a supportive and nurturing environment. The dark side includes the potential for nepotism and risk aversion (keeping your “child” safe). Paul O’Neill’s leadership at Alcoa, where his #1 priority became employee safety, even ahead of profits, exemplifies Storge in action.
Philia/Deep Friendship bonds people together who otherwise wouldn’t bond. Plato wrote about friendship for utility, pleasure, and the good—transactional, common interests, and common values. We’ve all had friends we liked hanging out with but were “bad influences,” hopefully we also have friends that make us want to be better people. Fostering friendship for good in business lifts all boats on a rising tide of love. Philia creates a collaborative and cohesive team environment, encouraging mutual support and personal growth. However, the dark side includes the potential for cliques, bias, lack of objectivity, and difficulty making hard decisions. “The HP Way” embodies meaningful friendship, reflected in the bond of its founders, Bill Hewlett and David Packard.
Pragma/Pragmatic Love is long-term love that makes sense; the commitment bond that holds relationships together. It is essential for sustaining long-term stability and reliability to business with vendors and suppliers, customers, and employees that you can count on through good times and bad. The dark side includes complacency, resistance to change, and dependency. The Toyota Production System (TPS) emphasizes close collaboration, mutual benefits and growth, trust, and continuous improvement, ensuring the quality and efficiency of Toyota's supply chain.
Agape/Universal Love is often realized as divine love, the feeling that we’re all connected to something bigger than ourselves. People may realize this through religion and/or through the mysteries of the natural world. What strikes me most about Agape is that this incredible power is accessible to everyone, regardless of their means or position in life. For business, Agape is a game-changer. It shifts perspective from task to purpose and instills a sense of mission and higher calling. Engaged with intent, Agape can entrench servant leadership and a clear organizational purpose, making organizations a magnet for all stakeholders. Patagonia’s commitment to environmental sustainability and Seventh Generation’s long-term commitment to planetary betterment are excellent examples of Agape in action.
Philautia/Self-Love isn’t just confidence; it’s confidence with humility, understanding, and self-compassion. Leaders who embody Philautia set an example that encourages self-respect and deep personal and professional accountability. It fosters a healthy work culture where individuals feel valued and empowered. Philautia is tricky because its dark side is often seen in “celebrity” business leaders with oversized egos and narcissistic behaviors. This is reflected in a power dynamic where the leader thinks they can do no wrong creating a cult of personality that operates on fear, or the desire to seek leadership approval above all else. This makes it impossible for Philautia to perpetuate the organization. Examples of Philautia leadership include Satya Nadella’s “growth mindset” at Microsoft and Sir Richard Branson’s servant leadership at Virgin Group. Branson’s legacy epitomizes self-love allowing him to take immense risks, both in business and personal perception, with legendary success.
The Neurochemistry of the Six Loves
I find it fascinating that our bodies can discern the differences between the six forms of love while our language is ill-equipped to articulate them. Although they share common threads, our emotional systems respond differently by releasing various combinations of neurochemicals while “under the influence.” Here's a breakdown of the primary neurochemical responses associated with each type of love:
These neurochemical responses illustrate how our brains differentiate between various forms of love, each tailored to the specific needs and contexts of the relationship. The interplay of these chemicals not only shapes our experiences of love but also highlights the complex and multifaceted nature of our emotional lives.
Creating Conditions for Love in Business
Although the types of love are different, organizations can create conditions for all of them to develop and thrive by implementing:
领英推荐
Leadership Practices
HR/Operations Policies
Marketing and Communications
Conclusion
Thank you for taking this exploration with me. I’m truly excited about the potential of the six loves to transform business. As you embark on your journey, please remember that the Ancient Greeks saw love as a powerful but neutral force. It’s critical to handle love with care and balance, in all its forms. Love is available in infinite abundance. It’s up to you to harness this incredible power to transform your organization.
Who Am I and How Can I Help?
My 30-year journey in business has been shaped by a blend of entrepreneurship, global corporate roles, and nonprofit leadership. Upon reflection, and armed with this ancient knowledge, I can now see how the different forms of love have been active throughout my career.
Growing up in a family business, I learned the importance of Storge (familial love) early on, understanding how deep bonds and mutual support can drive generational success.
In my entrepreneurial ventures, Eros (passion) has been a key driver. The fervor and energy I brought to launching new businesses have been essential in creating something from nothing and getting new ventures off the ground.
During my 11+ years at Microsoft, I witnessed the power of Pragma (practical love) and Philia (deep friendship). I contributed to foundational business operations, new product development (including over a dozen product launches), tapping into greenfield market opportunities in Central and Eastern Europe “winning the hearts and minds of technical professionals” (yes, that was in the job description), and built a network of strong, enduring relationships. Observing Philautia (self-love) at Microsoft provided valuable insights into leadership dynamics—seeing both the positive effects of confidence with humility and the negative impacts of ego-driven leadership.
Leading the marketing function for a national nonprofit allowed me to see the transformative power of Agape (universal love). Our staff, board members, and other stakeholders were all rooted in a commitment to a greater cause. This resonated deeply and reverberated within our community creating a strong and committed supporter base.
Ready to Transform Your Organization?
I invite you to discover how these timeless principles can be tailored to your organization's unique needs. Whether through personalized consultations, dynamic workshops, or inspiring speaking engagements, I can help you create a culture where love fuels success.
Let’s Connect
Contact me at [email protected], call or text +1 413-212-1026, find me on www.antcreative.com, or connect with me on LinkedIn at https://www.dhirubhai.net/in/noahu/ to start a conversation about bringing Ancient Greek wisdom on love into your business.
With love,
-Noah
Originally published on June 21, 2024: https://antcreative.ai/blog/f/plato-on-love---conclusion