Companies that spend their energy on incremental improvements to products, services, and even employee experience might just be spinning their wheels. Author Marcus Buckingham argues that data show that the only way to truly make an impact on performance is to make sure customers don’t just like—but love—whatever you are selling them. He shares why extreme positive experiences are so important, companies that are getting it right, and how even the most basic products can inspire love and connection–with the right strategy. Buckingham is author of the HBR article “What Companies Can Learn from Their Biggest Fans” and the book Design Love In: How to Unleash the Most Powerful Force in Business.