"It's harder to be kind than clever."

Some of you may have already heard the story about Brandon Cook, whose ailing grandmother's request for Panera clam chowder triggered a kind act from the manager of the local Panera store - and an avalanche of social media attention.

It's a great story, both because of the story itself and the emotions it triggers within me, but also, as Fast Company co-founder, Bill Taylor points out on the Harvard Business Review, because of the response it triggered in so many people.

We long for this kind of humanity in our interactions, not just with companies, but across the board. This is an aspect of what I was trying to get at in my "soulful company" TED talk, and it is so, so very important.