I was speaking with my partner Doug Rosen about the attack during the Boston Marathon, and as a runner and triathlete, he was especially incensed by the bombing. Not only because he knew numerous people at the race, but also because of what he knows about the character of marathoners. Runners tend to be selfless, hardworking and charitable. We then discussed the Texas plant explosion later the same week, and how it killed 10 times as many people, but garnered far less media coverage (for obvious and not so obvious reasons).
It occurred to me that as a species we are more emotionally driven than we realize. Math is great for analysis, but not as much for connecting with other humans. In the hotel industry, we can analyze people through guest- and employee-satisfaction scores, but are we measuring their true emotions? I suggest we are not.
How then can we better measure the emotional connections of our guests and employees? We do it by identifying what we call “true believers.” True believers aren’t just satisfied — they go out of their way to promote and endorse products and services. These people are your real marketing department. Engaging with true believers is the way to build a sustainable business.