Caring as a Business Tool

January 14, 2014 | Kyle Fraser
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In a world where business people use war metaphors for the smallest product launch, it takes courage to call for Care. Here Christophe Fauconnier dives into caring as a business tool.


Care, the conventional wisdom goes, belongs in the bassinet, not the boardroom. We disagree. We believe that care is the most essential ingredient of business, brands and marketing, today and in the years ahead. It makes us work as people, for other people. It helps us create brands and products that are meaningful for them, not simply transactions for immaterial targets. It will give us, our brands and our businesses longevity, the staying power that only comes from adding value to the lives of the people we serve.

Care creates empathy, shapes ecosystems and reinvents value in a way that nothing else can. This is because it allows us to shape brands and businesses with our hearts and not just our heads, for the benefit of others as well as ourselves…

Continue reading the article originally published by the Guardian.

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Christophe Fauconnier

As a white South African growing up under the Apartheid regime, Christophe was often viewed as a little troublemaker. He could never stop challenging narrow-mindedness and scarcity thinking, which lead to problems with several power institutions.  

Christophe is co-author of several books like the Naked Consumer Today, Creating Value People to People, Activists Dare to Care and Beyond the Powergirl. He has a masters degree in both Psychology and Marketing and he is a serial entrepreneur. Currently, he is C.E.O of the Innate Motion Group and a board member of African Drive, in/PACT and B Corp Europe.

Bringing human sense to business in a world that applies too much business sense to humans is what he and the folks at Innate Motion do best and Christophe has done this with the people who lead some of the best brands and companies in the world.