Along with three other principles—generating energy, inspiring audacity and providing proof—creating a culture of love, Farber said, is an absolutely integral component of running a successful business and being an effective leader.
The leadership expert took it even a step further than that.
"To say that love has no place in business is just insane," he said. "It's probably one of the most powerful business principles we can tap into."
The first of four keynote speakers headlining this year's ACUC in San Francisco, Farber has built a reputation in the business industry as the "Extreme Leadership Guru.”
And in all his time researching and speaking about leadership, he told the crowd, within all of the most prosperous companies and organizations he has worked with, that four-letter word always finds its way into the reason for their success.
His proof? The words of a few of the most accomplished business people in the world.
"(I'm) convinced the only thing that kept me going was that I loved what I did," Farber said, quoting the late Steve Jobs after being fired from Apple. "The only way to be truly satisfied is to do what you believe is great work, and the only way to do great work is to love what you do."
And here’s another Farber shared by billionaire investor Warren Buffett: "I look into their eyes and try to figure out whether they love the money or if they love the business. If they don't love the business, I can't put my money into it."
Perhaps this discovery—that love is so inherent to the success of a business—is the reason why Farber's Extreme Leadership Institute has adopted the credo "Doing what you love in the service of people who love what you do."
Beyond meeting customer, or member satisfaction, which Farber describes as only a baseline accomplishment, getting members to love you and the services your organization provides is the key to really making an impact.
"(It's) serving them in a way that's so significant that what happens, the result that we get, the response that we get is that they love us back," Farber said.
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