While AI is a game changer, it is far from the most powerful force in business today. The author, who has spent decades studying the most engaged teams — and the most loyal customers — has identified one force that powerfully drives consumer and employee behavior: love. When someone says they “love” doing a certain activity, his research has found that it’s not a careless exaggeration — it means that when doing the activity, the person is flourishing. Employees who love what they do feel at ease, in control, deeply absorbed in what they’re doing, and are more productive. Customers who love a product are not only loyal; they’re likely to become advocates for a brand. Yet most businesses don’t study why people love their product or love working for them, nor do they have a strategy for unleashing it. This article offers examples of how organizations can design love into their offerings.