Customer engagement and the commonwealth of self interest: Part one

Note: This is the first in a series of articles based on the thinking and research I’m doing for my new book, The Commonwealth of Self-Interest: Customer Engagement, Business Benefit (Harvard Business Press 2017 or 2018, depending on when I finish writing it). I’m not plugging the book, I swear. But I am thinking about stuff that I’d like to throw out to you to think about when it comes to customer engagement strategy and programs. I pinky swear. This is one of the key psychological, social, and rational parts of the engagement framework — how human beings act. And this is only the beginning. Part one is about self-interest. Part two, the next part (duh), is about the commonwealth and how it all works together.