This Human Business: The Power Of Story

Read the full transcript of THB episode 2: The Power of Story here.

Earlier this week, I did a long, very thoughtful and elaborate interview with Jonathan Cook for his new podcast series This Human Business. We talked about a range of topics, including gender and identity, cultural disruption, why we need to put meaning and humanity at the core of brands and businesses and where the technology is going in terms of its wider implications on the fabric of our society. (Some of these topics will be featured in the upcoming episodes.) All this with one primary interest in mind — to find and conceptualise new ways in which businesses can become more humane and aligned with people and with what they value.

Jonathan and I have known each other ‘virtually’ for years and have shared many interesting conversations and exchanged different ideas over the time. So when he approached me with the idea of an interview for his new podcast on business humanisation, I gladly accepted.

Business Humanisation is an idea I’ve been contemplating for the past 5 years. It is a new stream of thinking in business where meaning, sense and humanity stand right at the core of both production and consumption. As we know by now, people don’t consume products, they consume what these products represent to them: their meanings. So it only makes sense that…