FOLLOW THIS PATH is a ten-step programme for making your company more profitable by understanding that both employees and customers are people with emotional and psychological needs and wants. People are not rational utility-maximizers acting on perfect information, as in economic theory. Rather, as both customer and employee, they want to form economic relationships - like any other kind of relationship - that are based on trust and emotional connection. If they succeed in forming such relationships, they engage (a key word in the book, and a central theme) with an organization, and will ultimately prove more profitable to it. The authors draw on years of Gallup surveys to detail the Q12 - the 12 factors that encourage employees to become engaged with the organization, and the CE11 - the 11 factors that lead to Customer Engagement. In each case, they show how engagement leads to profitability, and back up their claims with lots of statistics based on Gallup findings.