"Emotions have no place in business, unless you do business with them"

Emotions are often regarded as potential obstacles to clear thinking and effective decision-making, particularly in the context of business, where rationality and strategic calculation are valued. The notion that “emotions have no place in business” reflects the conventional belief that subjectivity can cloud judgment, making leaders impulsive or biased. Business negotiations, investments, personnel management, and long-term planning are typically seen as realms where logic, analysis, and objectivity should prevail over personal feelings.

Yet, the latter part of Durrenmatt’s observation introduces a subtle paradox: emotions might have “no place” in business, unless they are themselves the subject or medium of the business transaction. This indicates that for certain enterprises, success relies not on the exclusion of emotion, but on its careful understanding, manipulation, or even commodification. Industries like advertising, entertainment, art, and hospitality often depend on evoking and managing emotions. Movies and music trade in joy, suspense, and catharsis; luxury brands thrive by selling aspiration and exclusivity; social media companies design platforms to maximize engagement, often by tapping into users’ emotional responses.

The essential insight is that while unchecked or unexamined emotions can derail strategic aims, skillful engagement with emotion may open up avenues for creativity, connection, and value creation. Great leaders understand not only how to manage their own emotions but also how to read and influence the emotions of others, customers, partners, employees. Emotional intelligence becomes an asset, not a liability, in building trust, inspiring teams, or developing persuasive marketing.

Thus, the relationship between emotion and business is nuanced. Emotions can either be hazards to be minimized, or powerful tools when consciously integrated into strategy. The key lies in awareness and purpose: those who intentionally “do business with emotions”, rather than fall prey to them, can transform sentiment into an engine for competitive advantage and genuine human impact.