Passionomics

A groundbreaking new framework for business leaders and policymakers

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 behavioural 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 organisations and institutions that learn to harness it.

Rajamannar makes the case through vivid, real-world phenomena every leader recognises but few have truly decoded: the economic waves generated by a Taylor Swift tour, the industry-wide momentum of Formula 1, the societal mobilisation 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 behaviour
• Why passion is a renewable source of innovation, loyalty, and growth — and why the organisations and institutions that ignore it are leaving extraordinary value on the table
• How to recognise, cultivate, and harness collective passion inside organisations, brands, entire categories, and public institutions
• Case studies from sports, entertainment, culture, and commerce that reveal the architecture of passion-driven growth
• A practical lens for boards, CEOs, CMOs, senior leaders, and policymakers who want to move beyond conventional playbooks and unlock step-change performance

Passionomics is essential reading for business leaders and policymakers who sense that something critical is missing from the standard strategic toolkit — and who want a rigorous, original framework for building companies, brands, institutions, and economies that win in ways others cannot replicate.