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Aristotle believed that everything has a telos, which roughly means an aim or intention. For example, an acorn’s telos is an oak tree. He also believed that human life has a telos, and that aim is happiness.
It stands to reason that the telos of our modern marketplace is happiness as well. Happiness that comes from a combination of novelty, social interaction, rituals, learning, and meaning. Happiness that is achieved by feeling good about ourselves, and good about our decisions and associations. Happiness that flows from self-worth and identity; the evolving story that we tell ourselves to ourselves -- the one that integrates our reconstructed past, our perceived present, and our imagined future.
So here’s the rub: Happiness must be your organization’s intent. Not products. Not services. Not information. Not numbers. Not even "customer service." Happiness. Happiness is the customer’s ultimate currency.
Happiness should be your context, the frame through which you view your purpose, activities, and results. Theodore Levitt’s “what business are you in?” if you will. Because given an abundance of choice, people "buy" their personal and evolving definition of what they believe will make them the happiest.
USA Today ran an interesting piece in its Money section last week titled, "A shift in meaning for 'luxury' as shopping habits change." The article makes clear that the definition of luxury is no longer clear (if it ever was). How people define luxury -- how they define happiness -- is a moving target.
Your organization must be structured, and your people educated and inspired, to stay tuned in to that moving target and to provide customers with increasing happiness through its unique creation and execution of value -- a.k.a. your brand. Do not rest on your laurels. Remember, success causes active inertia. And active inertia causes failure.
P.S. I've been singing this tune for a long, long time. My throat is a bit hoarse. Perhaps Tony Hsieh's successful marketing of his new book, Delivering Happiness, will lend credibility and inspire more leaders to dance. One can only hope.
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
Thank you very good and a healthy writing. I will definitely keep track of posts and the occasional visit. Looking forward to reading your next post.
Posted by: Francis | July 20, 2010 at 01:43 AM
Tom,
My niece is this guys personal assistant and travels the world with him marketing this book. He is the real deal and deserves the plug you'v e given him. Your position on designing for happiness is a wonderful reminder how simple business and life is all at the same time. Aim high or low but the target should always be happiness. Well done Tom.
Posted by: Jay | July 20, 2010 at 07:44 AM