The most important factor in ANY business is the HUMAN factor.
And what is one thing that we cannot escape (even though we MIGHT TRY to suppress it) even if we want to?
Our emotionality as human beings.
Is that BAD? No.
The problem is that MOST businesses and corporations don't really know how to deal with it. Disowning our emotions never works, because they are not going anywhere. Now they who manage to integrate emotional aspect in their businesses do VERY WELL.
Because people working with business leaders and companies who treat humans as humans, including the very much inescapable reality of the emotional aspect of everything that people do FEEL that and there is very little that people wouldn't do for those who truly care about them. Basically, it is old news: it works both ways.