While companies increasingly rely on massive amounts of hard data to improve decision making, it is a remarkable truth that soft factors like a business partner’s values, mission, and message are often the most differentiating in driving business success. Whether for GE, Google or TD Ameritrade, these underestimated qualities have become primary competitive advantages.

Our latest survey, conducted in collaboration with gyro, examines the role of emotion in business decision-making. It reveals that the majority of top executives seek long-term corporate relationships with culture-rich companies that stay true to their founding purpose and are not shy about sharing their values with key stakeholders.

In collaboration with gyro