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The Human Brand: How We Relate to People, Products, and Companies by Susan T. Fiske, Chris Malone

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Chapter Seven

The Relationship Renaissance

Navigating the road ahead

The question this book should raise is not whether business people are warm and competent, but whether they’re perceived that way. Even if they think they’ve expressed worthy intentions to others who are important to them, can they be sure they’re experienced as such? And if they learned that they weren’t, what would they be willing to do about it?

Most company and brand executives, after all, believe they are acting reasonably and prudently when they make critical business decisions. Like most people, they view themselves as being both warm and competent, and they expect others to view them as such. They are largely unaware of how their decisions and resulting actions will ...

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