May 28, 2026 · 24 min · 12 segments
Most leaders think they're showing appreciation. But if your go-to is an award, a bonus, or a company-branded mug, you're reaching less than 10% of your team. And if words are all you use, you're…
William AttawayHost
I hit some of the high points there, but how did this whole thing get started?
In mid-career, I was consulting with family-owned businesses, dealing with the family issues intertwined with running a business and passing it on to the next generation.
And I was talking to a business owner in North Carolina and asked him how the transition was going, and he said, "It's fine.
I think it's gonna work." I walked across the hall and asked the son the same question.
I can't ever please my dad." And, uh, so having grown up in a family-owned business, I could understand that dynamic.
And my wife and I, Kathy and I, were reading The 5 Love Languages, I think again, or maybe it's the third time.
And I thought, you know, I wonder if the love languages could be translated in some way and used in work-based relationships.
Took me a year to get, uh, through to him and, and met with him and pitched the idea, and he agreed for us to work together both on the book and then an online assessment, which then also turned into training resources and sort of went from there.
I hit some of the high points there, but how did this whole thing get started?
In mid-career, I was consulting with family-owned businesses, dealing with the family issues intertwined with running a business and passing it on to the next generation.
And I was talking to a business owner in North Carolina and asked him how the transition was going, and he said, "It's fine.
I think it's gonna work." I walked across the hall and asked the son the same question.
I can't ever please my dad." And, uh, so having grown up in a family-owned business, I could understand that dynamic.
And my wife and I, Kathy and I, were reading The 5 Love Languages, I think again, or maybe it's the third time.
And I thought, you know, I wonder if the love languages could be translated in some way and used in work-based relationships.
Took me a year to get, uh, through to him and, and met with him and pitched the idea, and he agreed for us to work together both on the book and then an online assessment, which then also turned into training resources and sort of went from there.
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