Preface to the Updated Edition xi

Preface xiii

PART ONE: MASLOW AND ME 1

1 Toward a Psychology of Business 3

2 Karmic Capitalism 17

3 The Relationship Truths 33

PART TWO: RELATIONSHIP TRUTH 1: THE EMPLOYEE PYRAMID 45

4 Creating Base Motivation 47

5 Creating Loyalty 64

6 Creating Inspiration 81

PART THREE: RELATIONSHIP TRUTH 2: THE CUSTOMER PYRAMID 103

7 Creating Satisfaction 105

8 Creating Commitment 125

9 Creating Evangelists 142

PART FOUR: RELATIONSHIP TRUTH 3: THE INVESTOR PYRAMID 169

10 Creating Trust 171

11 Creating Confidence 188

12 Creating Pride of Ownership 201

PART FIVE: PUTTING THE TRUTHS INTO ACTION 215

13 The Heart of the Matter 217

14 Creating a Self-Actualized Life 231

References 245

Acknowledgments 253

The Author 257

Index 259