Compassion, good for your business

Okay, business in most cases is mostly about making money and growing.
And leaders are often seen as sharks, psychopaths even, who bully and weasel their way to the top.

That’s the way it goes, right? It does not have to be so.

Nice guys finish first

Professor Adam Grant explains in his bestseller Give and Take that kindness and compassion give us a far greater advantage than self-absorption. Nice guys do finish first, he says, as long as they learn how not to let others take advantage of them.

So yes, compassionate leaders often do lose out. Grant discovered that people who care about others’ well-being at work are over-represented at the bottom of the success ladder, pushed down by selfish “takers.” But “givers” are over-represented at the very top of the success ladder, too, if they prevent others from taking advantage of them.

They are more liked and appreciated and therefore become more influential. In part because everyone loves working with them and appreciates them for their kind and giving qualities.



When we see or experience compassion in the workplace, we get an inspired, warm feeling, termed “elevation” by psychologist Jonathan Haidt. And elevation leads to increased loyalty, and it creates a kinder culture around you. And even more: the sense of trust and well-being boosts innovation and experimentation, essential elements in organizations that want to grow and flourish.

Our best moments

I recently experienced such a state of elevation.
My mother was very ill and I knew her last days were approaching. Out of the blue, the CEO I’ve been teaming up with for several years called me in his office – as he sometimes does – for a chat. ‘You look a bit pale, lately… tell me, how are you, really?’, was his simple question. I told him I had not slept a lot the last weeks, and was facing a difficult period. My mom was dying.

His reply will stay with me forever…
‘What are you still doing here? Go home, right now. Leave your work to the colleagues. They will take over. None of that matters now. Take your time. Do what you need to do, and stay with your family as long as you feel necessary. And if someone in the company calls you or pushes you to do stuff, send them over to me right away.’

It was that simple.
In one short conversation, the world of work and the space of my deepest personal life touched, and a new and stronger connection was made. And guess where my loyalty is today.

And I bet when you read this, you feel the elevation too, the sense of belonging and respect, that binds us all in our best moments.

This post refers to insights shared by Emma Seppälä, PhD on Fast Company, referring to her book The Happiness Track: How to Apply the Science of Happiness to Accelerate Your Success. Copyright © 2016 by Emma Seppälä.

Photo of desktop and tulips (we added the word compassion on the screen)  by Alexander Filonchik on Unsplash

Transcreation, adding values and emotions into translations

Being an international communication manager really is complex and challenging. Your colleagues and partners must work together fluently, sharing one vision, common ideas, goals, tools, and content. They all must stay on the same wavelength, and create one coherent brand experience. But each participant has to play a tune that is at the same time in synchronicity with the local audience. You need insights in local market values, know the market’s do’s and don’ts, to hit the right notes at the right time. Otherwise, you risk to throw away your communication budget or even damage your credibility and reputation.

Translations without flair for meaning and culture and lacking an eye for detail loose punch; you end up with a scrabbled result.


You really should never underrate the importance of professional translations.
They allow the consumers to feel positive and respected by your brand. They understand what it is you want to tell them. But in many situations, it simply is not enough to have content that just ‘only’ translates what you have to say.

The beauty of languages is linked to the experiences of people, their culture, heritage, shared values, pride and sense of belonging. Some words and expressions are obvious in a country or region, but simply cannot be translated in another language without loosing part of the meaning. The nice clip of gives some fun examples of this universal truth.

To ring true, intelligent localization is often required.
This means it is not only about making sense, it is also about sharing sensibility. Adding stories and testimonies involving real people helps. But even this can feel as an ‘add-on’, a half baked attempt to sell cookies your customers do not really trust or like.

So you might need to take it to the next level: transcreation.
This term started popping up a few years ago and touches the nerve of the question. Besides linguistics and cultural fine-tuning, you add a creative layer. The objective is to make the brand resonate in the market, as a real and likeable cultural identity. Transcreation is about making content really consistent with the culture and the emotions of the audience, and making the brand locally into a success, an adopted taste.

A simple solution for a global brand is to associate with a worldwide sport like football or a singer like Rihanna. But does that really move people? It definitely is not enough if you have to share complex messages in multiple markets.

Making your message locally correct is already half the story. Bringing home the message and make people adopt your idea is the real challenge.

Maybe transcreation is the marketing boost you need!

Want to learn more? Here’s the video on transcreation of GALA, the Globalization and Localization Association.

How to communicate that people want to listen

Have you ever felt like you’re talking, but nobody is listening? It happens more than we think. Julian Treasure – this man has not stolen his name- is here to help. His TED talk is useful and 100% to the point.


Mister Treasure’s message is clear: powerful speaking is based on honesty, authenticity, integrity and love. Together they form the acronym HAIL, which in itself means ‘to greet or acclaim with enthousiasm’. Isn’t that what we all want to experience, when we encounter people? So we think that the truth in this TED talk is valid for all powerful communication. Online and offline. In events and on a page. In groups or one-to-one. Hail!

Anyway, we do recommend this excellent talk. Take a walk in the world of sound and empathy, the tone of voice and credibility we all should learn to treasure. This talk might help the world sound more beautiful.


9 tools to boost your marketing

A clever way to make the news … is to create it yourself. Become a value connector, sharing ideas and opportunities with the people you want to reach. This way, you can be a source of happy news, every day.

And this is now more than ever important. Owned media and direct connections with prospects and clients are key to your credibility and success. For this reason, marketers are more and more floating into digital orbit, looking out over the world using web based tools.

Sales Tools

But what tools should you use? There are thousands! We received an interesting message from Unbouce, with 9 essential SaaS marketing tools to make your marketing easier and a whole lot more effective. They can be a start in your search for better interaction and knowledge. And Unbouce added a link where you can get try-outs and special deals on the 9 tools in the showcase!
Here is the overview of the tools…


AWeber helps businesses increase sales and profits through its web-based email marketing tools. (Another that is excellent is Selligent).


Unbounce is a landing page builder for marketers. Easily build, publish and A/B test landing pages just like this one.

HubspotHubSpot is an all-in-one marketing software to optimize your website. The promise is that more prospects find you, and convert to leads and customers.


KISSmetrics gives you the insights to optimize your marketing. Find bottlenecks, optimize conversions, and find more customers.


HootSuite brings integrated social media management. It’s a dream to to manage social networks, schedule messages, engage your audiences, and measure ROI.


WordStream provides paid search marketing software, managed PPC services, and expert marketing advice to make online advertising easy.


Optimizely is one optimization platform for websites and mobile apps.

 WistiaWistia is a professional video hosting service with analytics and video marketing tools.

MOZMoz provides inbound marketing software, educational resources, and a vibrant online marketing community.


Thanks to Oli Gardner, Unbounce Co-Founder, and his team for sharing these tools.