Review of Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience by Nathalie Nahai

This is an interesting take on how businesses and brands should respond to the last 18 months to build a culture of resilience. Nathalie Nahai is better known as “the web psychologist”, but in this book she focuses on the psychology of values and social identity to argue that businesses should be focusing on underlying values, trust, and employee engagement.

She covers Aristotle’s views on different states of happiness (eudaimonic vs hedonic), the importance of purpose in business, Shalom Schwartz’s model of human values (one that I use in my work), and Tajfel’s theory of social identity. The book is a great argument for business approaches grounded in values and human understanding, although I felt it was a little lighter on specific guidelines for how to do this.

This is a good read if you want to challenge traditional views of business and rethink its future direction and what that means.

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