Episode 011: The Art of Compassionate Business: Building Profits Through Relationships

The People Dividend Podcast

Compassion and Business - do these two things go together? Dr. Bruno Cignacco, an international business consultant and TEDx speaker, says that compassionate business practices are pivotal for enhancing performance and stakeholder relationships. He advocates for a business approach that goes beyond mere profitability and rather where companies genuinely care for and support employees, customers, suppliers, and community members.

Dr. Cignacco discusses the benefits of this approach for businesses striving to boost productivity and expand their market share, arguing that businesses should not exploit or deceive but instead focus on human-oriented practices that lead to mutual growth and success. He identifies a lack of compassion in many organizations, attributing this to a self-centered focus and a failure to invest time to build compassionate relationships.

This episode also highlights the concept of humanistic love in business settings, which involves connecting with others and supporting them. Dr. Cignacco suggests that compassion has the power to create a healthier, more productive workplace and offers practical advice for cultivating compassion, including embracing generosity, gratitude, and respect.

Dr. Cignacco calls on businesses to prioritize people over profits and encourages employees at all levels to practice compassion, which can initiate for a broad, positive organizational change. He stresses the importance of balancing the qualitative aspects with quantitative business metrics, arguing that a commitment to service and human values can significantly benefit businesses and create a positive impact.

Quotes:

• “Business is about interdependence. You cannot succeed on your own. You need suppliers, customers, employees, managers, the community, business partners. And by caring for them, supporting them, being compassionate with them, especially when they face difficulties, you are taking care of your relationship with them. And relationships are the most important factor for business success.” (06:31 | Dr. Bruno Cignacco)

• “The only way to be profitable from the long-term perspective is to be compassionate. Many people think that funds are the most important resource in a company. But in practice, the human being is the most important resource in business.” (07:52 | Dr. Bruno Cignacco)

• “By being human-oriented, you don't only contribute to positive indicators like profitability, productivity, and market share, but also, you have a better brand image. According to research, you attract more talented employees.” (10:15 | Dr. Bruno Cignacco)

• “Success is not the result of the fittest, but the kindest.” (15:51 | Dr. Bruno Cignacco)

• “Treat customers as human beings, not as a number that contributes to the company's profit. And how do you do this? Well, you change your attitude. The attitude shouldn't be the attitude of selling products or services. It should be the attitude of service, a serving attitude. Serving customers doesn't mean servitude; it means that you want the best for them. You try not only to satisfy their needs.” (24:19 | Dr. Bruno Cignacco)

Links

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Learn more about Bruno Cignacco:

Website: http://www.brunocignacco.com

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