Likeable Business

Likeable Business – Book Review

By: Dave Kerpen

Dave Kerpen, a social entrepreneur and author of “Likeable Social Media,” extends his concept into the realm of business, offering eleven strategies for organizations to enhance likeability, spur profit growth, and achieve overall success.

Listening (Strategy 1):

Kerpen emphasizes the art of active listening, breaking it down into research, feeling, intimacy, and mirroring. He encourages practicing active listening by progressively spending more time listening than talking.

Storytelling (Strategy 2): 

Storytelling is identified as a powerful tool for connecting emotionally with audiences. Kerpen suggests businesses find and share stories that make their brand real and relatable, fostering customer engagement.

Authenticity (Strategy 3):

Authenticity is crucial, both in personal leadership and organizational values. Kerpen advises leaders to display genuine personalities, reinforcing company values to build trust and credibility.

Transparency (Strategy 4):

Trust and respect stem from taking a stand and being transparent about decisions and challenges. Transparency creates a positive environment, and Kerpen recommends openly acknowledging areas for improvement.

Team Playing (Strategy 5):

Building a motivated and loyal team involves creating an environment where employees feel valued. Recognition and credit-sharing are highlighted as essential for fostering a healthy workplace culture.

Responsiveness (Strategy 6):

Kerpen underscores the importance of genuine responses to feedback, urging businesses to address both positive and negative feedback promptly. He suggests specific measures to ensure timely and sincere responses.

Adaptability (Strategy 7):

An adaptable company, according to Kerpen, can meet changing customer needs. He advocates for a culture of openness to alternatives, encouraging leaders to pivot based on critical results and opportunities.

Passion (Strategy 8):

Passion is identified as a vital element for success, transforming work into a life’s purpose. Kerpen encourages individuals to identify and embrace their passions, which he believes are contagious and can resonate with customers.

Surprise and Delight (Strategy 9): 

Creating delightful interactions with customers is key to retaining them. Kerpen advises exceeding expectations and leveraging social media to reach a broader audience through positive customer experiences.

Simplicity (Strategy 10):

In a world overwhelmed by choices, simplicity becomes a competitive advantage. Kerpen advocates for simplicity not just as a strategy but as part of the company’s culture, focusing on what the company does best.

Gratefulness (Strategy 11):

Kerpen introduces the concept of business karma, emphasizing the power of expressing genuine gratitude. He recommends traditional gestures like handwritten thank-you notes over digital communication for a more impactful expression of thanks.


Kerpen’s strategies offer a holistic approach to creating likeable businesses, emphasizing genuine communication, positive culture, and adaptability to meet the evolving demands of customers. These strategies provide a roadmap for organizations of all sizes to foster growth and long-term success.

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