JOURNAL ARTICLE

What Companies Can Learn from Their BIGGEST FANS.

  • Published In: Harvard Business Review, 2026, v. 104, n. 3. P. 106 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Buckingham, Marcus 3 of 3

Abstract

The article focuses on how organizations can drive meaningful behavioral change in employees and customers by creating "extreme positive experiences" that inspire love and deep loyalty, rather than merely fixing deficiencies or incrementally improving satisfaction. Research shows that outcomes such as engagement, loyalty, and performance improve significantly only when experiences cross a critical emotional threshold characterized by five sequential conditions: control, harmony, significance, warmth, and growth. Examples from companies like Kroger, Disney, and Sun Bum illustrate how intentionally designing experiences that meet these conditions fosters stronger emotional connections, leading to sustainable business success. The concept of "experience intelligence" is presented as a vital leadership capability to cultivate these transformative experiences.

Additional Information

  • Source:Harvard Business Review. 2026/05, Vol. 104, Issue 3, p106
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2026
  • ISSN:0017-8012
  • Accession Number:192864706
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