Yellow Goldfish book – now available on Amazon

There should only be one driving metric in business and thatʼs Happiness. A Yellow Goldfish is anytime a business does a little extra to contribute to the happiness of its customers, employees, or society. Based on nearly 300 case studies, this book, Yellow Goldfish, provides a nine-part framework for happiness-driven growth, productivity, and prosperity in business. The book is broken into three main sections:

Section I outlines the Why. It explores the history and science of happiness and the background on the metaphor of a Yellow Goldfish.

Section II showcases the What. We’ll uncover nine keys for H.A.P.P.I.N.E.S.S: Health, Autonomy, Purpose, Play, Integrity, Nature, Empathy, Simplicity, and Smile.

Section III explains the How. Here we share the process behind creating your Yellow Goldfish to Drive G.R.O.W.T.H.: Grounding, Reaching-up, Operationalizing, Wowing (or Wow Blossoming), Taking Time, and Harvesting.


In Europe you can buy the book on:

Amazon DE (available)

Amazon UK (available)

Amazon IT (available – in English)

In the rest of the world you can buy the book on:

Amazon US (available)

Praise for Yellow Goldfish

“Stan Phelps and Rosaria Cirillo’s project–to collect and analyze ways businesses can increase happiness for customers, employees and society–is important and timely. In Yellow Goldfish, they provide valuable advice that is accessible and rigorous, applicable and scientific. This book can help you and your organization flourish.”

Tal Ben-Shahar Ph.D., author of Happier and The Joy of Leadership

“Leadership is about choosing to act and lead in a manner that creates a wellspring of energy and energized people. In their new book Yellow Goldfish, Stan and Rosaria have provided building blocks to help us get to this elusive core that sets companies, and people, apart. They prod us on to get our priorities straight—taking care of people first—and enabling the rest to follow. They focus on this as “happiness,” which for me is prosperity of the human spirit.

This is a hopeful book. We need it now. I applaud its writing and encourage you to find a quiet place to let its message wash over you. Then apply its lessons not only to your work but to every aspect of your life.”

Jeanne Bliss, author of Chief Customer Officer 2.0 and Would You Do That to Your Mother?

Yellow Goldfish Keynote and Think Outside the Bowl Keynotes

Yellow Goldfish is part of the Goldfish Series. On August 23rd, 2018, the authors of the series, led by Stan Phelps, co-author of each book and Series Editor, got together for the yearly “Think Outside The Bowl” Business Strategy Conference in Durham, NC., where they presented the key insights from each book about how to leverage CX, Differentiation, Technology, Purpose, and Happiness to win the hearts and minds of your customers. Find the recordings of the Facebook live stream here!

Yellow Goldfish starts at 1:16:00 with the best part of it at 1:30:00! Would you like to have Rosaria deliver a Yellow Goldfish keynote at your company or event, or are you interested in getting access to edited keynotes videos in high resolution to share them within your organization? Get in touch with us.

Links to additional resources

Purple Goldfish Website

Other books in Goldfish series 

Yellow Goldfish Book Launch and 5ForTheFight 

Yellow Goldfish Examples Collection

A yellow goldfish is anytime a business does a little extra to contribute to the happiness of its customers, employees or community and society. In our collection, you find examples collected for our book research. See our public collection list and share any additional Yellow Goldfish on or submit your Yellow Goldfish example in a private form here

Share your additional Yellow Goldfish!

We would love to hear any examples you are aware of either because experienced yourself or because witnessed and found impactful. By collecting and sharing these examples, we can inspire and influence more companies to operate in ways that contribute to our happiness while driving growth, productivity, and prosperity. If you are aware of additional Yellow Goldfish than the ones in our book or in our collection, submit your Yellow Goldfish example in a private form here or in our public collection on


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