Passionomics: The Most Overlooked Phenomenon in Business and How to Harness It

In Passionomics, Raja Rajamannar introduces an original intellectual framework that equips CEOs, CMOs, strategists, boards, and policymakers with a new lens for driving growth, innovation, and enduring customer loyalty. Where behavioral economics examines how individuals make decisions, Passionomics reveals how collective passion―the synchronized intensity of millions of people acting in concert―moves markets, reshapes industries, and creates extraordinary value for the organizations and institutions that learn to harness it.

Rajamannar makes the case through vivid, real-world phenomena every leader recognizes but few have truly decoded: the economic waves generated by a Taylor Swift tour, the industry-wide momentum of Formula 1, the societal mobilization of the FIFA World Cup and the Olympic Games. These are not anecdotes. They are windows into a dynamic that, once understood, becomes a deliberate strategic advantage―one that transforms how companies build brands, design products, earn loyalty, and compete, and how policymakers shape economies, cities, and public life. Business leaders and policymakers will discover:

• A new strategic framework―Passionomics―that explains how collective intensity operates as a distinct and powerful dynamic separate from individual behavior
• How to recognize, cultivate, and harness collective passion inside organizations, brands, entire categories, and public institutions
• Case studies from sports, entertainment, culture, and commerce that reveal the architecture of passion-driven growth