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Marketing Happiness

January 2011by Moshe Engelberg, Ph.D.

Welcome 2011! A new year always invites fresh and new thinking... like the idea of marketing happiness.

I was recently reminded of the Kingdom of Bhutan's Gross National Happiness index. This small Himalayan nation is the only country in the world that measures and aims for national happiness as its most important objective.

Bhutan’s young King Khesar put it this way in his coronation address:
Yet we must always remember that as our country, in these changing times finds immense new challenges and opportunities, whatever work we do, whatever goals we have – and no matter how these may change in this changing world – ultimately without peace, security and happiness we have nothing. That is the essence of the philosophy of Gross National Happiness. Our most important goal is the peace and happiness of our people and the security and sovereignty of the nation.

We often base major business decisions on metrics like satisfaction, productivity, likelihood of referring other customers, use of information, etc. Yet many companies, particularly product manufacturers, promise happiness in various forms as the reason to buy their shampoo, their razors, or their lingerie.

As a company in the business of health, would happiness be a good measure of your organization's well-being? What about for your customers?  If yes, then happiness can serve you as a powerful compass rooted in your unchanging core values and your brand identity to simultaneously enable long-term goals and the enjoyment of today, everyday.

We at ResearchWorks wish you and yours a productive and exceptionally happy new year.

Moshe Engelberg, Ph.D., M.P.H.
ResearchWorks, Inc.
12396 World Trade Drive
Suite 313
San Diego, CA 92128

Phone 858-487-8200
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