The events of the past three months have forced us to reconsider our resources. This has affected both companies and individuals, both in the area of tangible assets and intangible savings.

It turns out that emotional intelligence (Emotional intelligence, EI; Emotional quotient, EQ) is one of the most important assets.  And although the concept itself is relatively new, it does not mean that people have not used this skill in the past.

What is this?

The EMOTIONAL INTELLECT is the ability to feel and understand your own and others' emotions, allowing you to interact effectively with others on a personal and professional level.

But how much does it take in business? Maybe, on the contrary, emotions harm the cold mind and the more important is the standard IQ?

In 1996, psychologist Daniel Goleman suggested that EQ may be more important than the ability to think logically and operate with facts. Another psychologist, Howard Gardner, suggested that each person has many different intellects. To succeed, it is undesirable to focus on only one type of skill, it must be taken into account that the ability to understand and correctly demonstrate their emotions can play an equal role in our lives. 

The numbers and names speak for themselves - among the leaders of companies with the highest emotional intelligence: Amazon.com owner Jeff Bezos, the legendary Steve Jobs, Starbucks first person Howard Schultz.

Emotional intelligence helps people to manage stress, establish cooperation, successfully manage complex situations, motivate them to do things, build business relationships based on three emotional abilities - self-awareness, self-control and empathy.

Studies show that emotional intelligence is twice as important as IQ.

67% of competencies related to high productivity depend on emotional intelligence; leaders with higher emotional intelligence scores have higher average earnings.

Emotional intelligence has recently been bringing success not only to people, but also to brands!

Brands that focus on the desire and comfort of consumers win!

So the EQ is, in some ways, a new IQ.

As for brands, consumers gravitate towards those they believe in, especially for generations Y and Z. That's why top brands are on the same wave with the emotions of their customers.

And if the traditional brand speaks for itself and at first has nothing to do with the consumer/end user, then for the EQ - brand empathy to the user and understanding, public consciousness, consumer insight come first.

Such brands solve user problems and look at the world also from the user's side.

Typically, EQ brands use design thinking, a method based on understanding human needs, rethinking the problem; developing ideas on a brainstorm; insides, confirming ideas by prototyping and testing.

The design industry has successfully used Facebook, Google and IDEO. IKEA is a vivid example of high emotional intelligence of the brand.

Emotional intelligence, unlike the IQ, can be developed even in adulthood. It turns out that we can increase this most important intangible asset throughout life, and the EQ will ensure our future.