Marcus Buckingham — one of the most influential researchers on human performance — just published something that stopped me.

Human behavior does not change in response to mildly positive experiences.

It only changes when someone says: I love this.

Not "I like this." Not "this was good." Love.

And most companies are spending all their energy moving people from bad to okay —

while ignoring the ones who already love them.

Harvard Business Review, May/June 2026. Marcus Buckingham.

Outcomes — loyalty, performance, advocacy — accelerate only after crossing a critical emotional threshold. Below it: forgettable. Above it: irreplaceable. Five conditions create love: Control, Harmony, Significance, Warmth, Growth.

• Why incremental improvement is spinning your wheels — and what the Love Threshold actually is
• The five conditions that create love — in customers and employees equally
• Two restaurants in Berlin, one weekend, two extremes: Love Threshold crossed vs. shattered
• Why love is the core ingredient of Human Experience Design — like the tomato in Italian cuisine
• The biggest mistake: studying your detractors while ignoring your fans
• Why Amber Asher's warning matters here: "Stop optimizing the soul out of it"

"Without love, it is not Genuine Human Experience. Love is not a soft feeling. It is the ingredient. Like the tomato in Italian cuisine — without it, it is not Italian."

Customer satisfaction surveys as a loyalty strategy.

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AI is great. But humanity is the driving force.

See you next Tuesday.

— Peggy, your genuine human experience nerd 🎙️