I kept returning to the question, 'Why can't people be fully alive at work?' and thinking about bands I'd lived with, jammed with, partied with, or watched with admiration from afar.
As a consultant I began to look at rock bands from a business team perspective, and consider the 'team success qualities' of the best bands. I noticed that the best teams in business were already practicing many of these traits, with big-time benefits to their companies.
In fostering these attributes among the organizational teams and small businesses I was personally coaching, it became clear that those driven by these qualities—innovation, enthusiasm, conflict competence, brand focus, results orientation, and independent thinking—were boosting morale and producing huge gains in productivity and profitability.