• An atmosphere of mutual respect and participation as the key to the company’s success.• Emotional comfort of employees as a guarantee of profit growth and increased productivity.• Corporate values as an unforgettable experience of emotional interaction with the brand.Addressed primarily to business executives, “Winning the Hearts: Reaching the hearts of employees” by Mikhail Voronin and Nadezhda Makova on how to win the hearts of employees and turn a motley group of “subordinates” into a successful and united team of colleagues, friends and loyal consumers of the company’s products. The research results presented by the authors convincingly prove that the employee happiness index is no less important an indicator of business health than turnover and profitability, which means that the joy of work is “no longer Wow, it’s Must.”