Borenstein and Minsky's New Book Makes it Personal

It's Personal: The Business Case for Caring, written by Lorna Borenstein with Laurence Minsky, aims to convince leaders that a compassionate workplace is best.

It's Personal: The Business Case for Caring, written by Lorna Borenstein, founder and CEO of the on-demand wellbeing engagement solution Grokker with Associate Professor of Communication Laurence Minsky, aims to settle the debate around an employer's interest in creating a caring environment for their employees. The book examines the Human Connection Movement™, which has been fueled by employees desire to feel more connected to each other and their positions.

It's Personal uses a combination of data and real-world experience to argue that "creating a caring component is vital corporate strategy--not just because it's the right thing to do, but because it's the smart thingto do." By using real-world examples, Borenstein and Minsky delve into employees' changing needs, the importance of having a positive workplace culture, and the benefits to workplaces that accept the challenges of creative working models with an open, positive attitude.

The text also makes use of guest perspectives from leaders of some of the largest most influential companies in their fields. As Minsky states, "leaders at companies such as Aetna, Southwest Airlines, and Morningstar, each expound on a topic, key idea, or issue from within the chapter, helping to reinforce the book's unique global perspective." The text is at once a how-to manual for leaders who want to do the right thing for their employees and an addition to a emerging canon on the evolution of labor, working conditions, and revolutionary business models.

The book can be found at , and other online book-selling platforms.

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