There is a thoughtful 2026 book by Marcus Buckingham titled Design
Love In: How to unleash the most powerful force in business. Google Books has a
preview through page 38. Marcus discusses it in a ChangeThis manifesto on April
8, 2026 titled The Business Case for Love. DLI is his acronym for Design Love
In.
On page 11 he says:
“For leaders to create reliable, repeatable changes in
behavior, they must focus on the experience that creates the forces that create
the behavior. This means leaders must understand their real job. Leadership is
not fundamentally about clarifying expectations or motivating teams or
cascading strategies. Leadership is the craft of shaping the experiences that
shape human behavior. Leaders – the most effective ones – are experience-makers.
This insight reframes leadership entirely. Every moment
between a leader and a colleague or a leader and a customer is an experience.
The first day on the job is an experience. The weekly check-in is an experience.
Sending an email is an experience. Presenting work is an experience. Being
recognized, being challenged, being supported – or conversely, being dismissed
or ignored – are all experience. What we measure on employee and customer
surveys are felt experiences. What we label ‘culture’ is really just the
aggregated experiences of the employees. When we say we want to build a strong
culture, what we actually mean is that we want to design every touchpoint so carefully
that each person has a similar experience. (And culture building is so hard
precisely because there are so many touchpoints that have to be designed).
Always remember that because leaders create experiences in
every moment, they are always shaping the internal forces that shape
behavior. The question is not whether you, as a leader, are an
experience-maker. You are. The question is whether you’re a skilled one.
So to help you build this skill, in part one of the book you’ll
learn that love isn’t purely mysterious – that instead, love, when
deconstructed, reveals itself to comprise five distinct feelings. These
five feelings are sequential. You start with number one and end with number
five. The leader with the DLI skill knows how to use this sequence as their blueprint
for designing love in to [sic] anything - from onboarding to a team meeting to
a customer interaction with a brand.
….In part two of the book, you’ll take these insights, this
data and these perspectives, and put them into practice. Specifically, you’ll
learn the playbook for how to design love in to [sic] the experiences of those
you lead and of those you serve.”
A table of mine, shown above, summarizes the five
feelings of love.
Marcus has a series of nine graphics starting on page 17 (which I have summarized above in another
table) which compare the Current mindSET with the corresponding DLI mindMOVE.
But, as shown above, his curious choice of graphics put the Current
mindSET at the upper left.
For Cartesian coordinates we would expect that to be at the
lower left (Quadrant III) and the DLI mindMOVE at the upper right (Quadrant I),
as is shown in my revision.
The falling in love cartoon came from OpenClipArt.