Exploring the Business of Joy: A Conversation with Lisa Miller

In a recent episode of our Now That's Significant podcast, we spoke with Lisa Miller, president of Lisa W. Miller & Associates and author of The Business of Joy, to discuss her groundbreaking work in consumer insights and her exploration of joy as a powerful driver of both individual well-being and economic recovery.

Miller, a veteran in the market research field with over 30 years of experience, shared how her approach to understanding consumers has been shaped by constant curiosity and a commitment to innovation. Reflecting on her time at Frito-Lay, she emphasized, “I learned at a very early stage in my career to keep sharp on how you do your craft. If we don’t stay innovative in our thinking and approach, we become stale as an industry.”

The conversation delved into Miller's inspiration for her book, which originated during the early days of the COVID-19 pandemic. Recognizing the pervasive fear at the time, Miller conducted weekly surveys measuring joy instead of fear. “When joy is greater than fear, the economic recovery can begin,” Miller stated, explaining how she identified joy as a catalyst for rebuilding confidence and stimulating economic activity.

Her research, which continues today in its 217th wave, revealed surprising insights about consumer behavior during and after the pandemic. For instance, while businesses anticipated a swift recovery once restrictions lifted, Miller’s data showed that fear lingered, delaying economic resurgence. She also highlighted the unintended consequences of safety-focused advertising during the pandemic, noting, “All of that advertising had a negative unintended consequence of making us more scared.”

Miller also addressed key lessons from her book, emphasizing the need for businesses to adapt to evolving consumer behaviors. She urged companies to remind consumers why they fell in love with their brands, especially as many people have become homebodies. One actionable insight she shared for businesses was the importance of asking a simple but powerful question: “Was it worth it?” She explained, “This is going to be the biggest leading indicator—not revisit intent, not satisfaction.”

The discussion touched on broader societal challenges, including the loneliness and lack of social skills among Gen Z, exacerbated by pandemic disruptions. Miller expressed concern about the long-term implications for workplace dynamics and emphasized the need for companies to foster human connection and invest in employee growth rather than mere retention.

Miller left listeners with a powerful takeaway: “Joy is a choice. It’s not always butterflies and rainbows, but it’s good for our soul and the economy.” She encouraged individuals and businesses alike to prioritize joy in their daily lives and interactions.

For more on Lisa Miller’s insights and her book, check out the full episode and learn how choosing joy can transform both personal and professional landscapes.