Harvard Business Review Blog Network: It’s More Important To Be Kind Than Clever

“…It was a small act of kindness that would not normally make headlines…it’s a little story that offers big lessons…The rest, as they say, is social-media history…Gail’s post generated 500,000 (and counting) “likes” and more than 22,000 comments on Panera’s Facebook page. Panera, meanwhile, got something that no amount of traditional advertising can buy — a genuine sense of affiliation and appreciation from customers around the world…”

“…Marketing types have latched on to this story as an example of the power of social media and “virtual word-of-mouth” to boost a company’s reputation. But I see the reaction to Sue Fortier’s gesture as an example of something else — the hunger among customers, employees, and all of us to engage with companies on more than just dollars-and-cents terms. In a world that is being reshaped by the relentless advance of technology, what stands out are acts of compassion and connection that remind us what it means to be human…”

“…So by all means, encourage your people to embrace technology, get great at business analytics, and otherwise ramp up the efficiency of everything they do. But just make sure all their efficiency doesn’t come at the expense of their humanity. Small gestures can send big signals about who we are, what we care about, and why people should want to affiliate with us. It’s harder (and more important) to be kind than clever…”

Read full story @  HBR Blog Network: It’s More Important To Be Kind Than Clever

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