Entrepreneurs, if you thought you’d never need Psych 101 in the real world, Apurva Shah makes a strong case for recalling Maslow’s groundbreaking theory to help you build a successful company.
Successful companies are those that build upon a solid foundation of functional products at the right price, with products that bring pleasure and meaning – similar to how healthy humans build upon a base layer that includes food and sleep, with other attainments that bring meaning to their lives.
So, how do companies create meaning from their products? According to Apurva, just as meaning and culture are portrayed through stories, so must companies work to create meaning for their employees and customers through their company’s stories. Apurva sees storytelling as a permanent fixture in the business world, as more and more companies grasp the importance of sharing their story through company culture and branding.
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