The brands customers love do more than add value. They make life easier and create moments people remember. Thirty-seven percent of people wake up stressed. In that environment, another feature, message, or loyalty offer is rarely enough to create lasting differentiation. The brands that stand out reduce friction, make customers feel understood, and bring a little more ease or joy into everyday life.
Drawing on 25 years of strategic research across thousands of projects and dozens of industries, Hamutal Tula Schieber introduces the Emotional Economy: a practical way to understand how customer emotion shapes loyalty, advocacy, and growth.
In The Joy Dividend, you will learn how to:
- Find the moments of friction that quietly cost your brand trust
- Design simpler experiences and communicate with greater clarity
- Use sensory and emotional cues to create meaningful delight
- Apply surprise thoughtfully, without gimmicks or expensive giveaways
- Build belonging, recognition, and authentic community
- Measure progress with the Joy-Stress Matrix and Joy Dividend Scorecard
The book is organized around four strategic pillars: The Calm Advantage, Joyful Design, Surprise and Delight, and Community and Connection. Together, they turn insights from behavioral science, psychology, and neuroscience into decisions that teams can use.
The Joy Dividend is written for CMOs, brand leaders, customer experience professionals, product designers, founders, and business leaders who want to build brands people choose, remember, and recommend.
If your customers are already overwhelmed, your next competitive advantage may not come from giving them more. It may come from making their lives lighter.
