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The Mayo Clinic actually managed to quantify the power of love-in-work. It asked physicians how much of their time at work they spent doing those activities they loved the most. Those who reported that they spent at least 20 percent of their time doing things they loved had dramatically lower risk of burnout. Each percentage point reduction below this 20 percent level resulted in a commensurate and almost linear increase in burnout risk. Remove the love from a physician’s work, and the work grates, and grates some more, until it hurts.
Nine Lies About Work
Marcus Buckingham, Ashley Goodall
The first dimension is about being more than “just professional.” It’s about giving a damn, sharing more than just your work self, and encouraging everyone who reports to you to do the same. It’s not enough to care only about people’s ability to perform a job. To have a good relationship, you have to be your whole self and care about each of the people who work for you as a human being. It’s not just business; it is personal, and deeply personal. I call this dimension “Care Personally.”
So in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only.
Scientific Advertising
Claude Hopkins and Byron Maxim
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