Yellow Factor book – available on Amazon

There should be a key driving factor in business (and life), and thatʼs Happiness.

We called Yellow Goldfish anytime a business does a little extra to contribute to the happiness of its customers, employees, or society. We have identified nine paths – or Yellow Factor – that we can follow both to contribute to our own happiness and to increase happiness in business to delight the customer and to drive growth, productivity, and prosperity. Even when companies choose other ways than happiness to differentiate themselves, every company and each of us can still have a ☀️Yellow Factor 🌻 and do a little extra that seeds happiness, shines sunlight, and contributes to a happier, healthier, and more sustainable world.

Based on nearly 300 case studies, Yellow Goldfish, published by Stan Phelps and Rosaria Cirillo in September 2018, covers nine ways increasing H.A.P.P.I.N.E.S.S. in business can drive G.R.O.W.T.H., productivity and prosperity for everyone.

Yellow Factor was published in November 2020 as the revised version of Yellow Goldfish book and it’s available for sales on Amazon & Kindle. Divided into four main sections, Yellow Factor will help you and your company understand WHY happiness in business matters, WHAT you can do to contribute to happiness (of customers, employees and society), and HOW to do so.

Section I outlines the Why. It explores the history and science of happiness and the background of the metaphors behind the Goldfish, the Sunflower, and the color Yellow.

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

Section IV summarizes the key takeaways and provides extra resources and a list of Happiness in Business Trailblazers. 

Rosaria Cirillo’s royalties for Yellow Goldfish sales on Amazon since 2018 have gone to 5ForTheFight. 50% of the royalties for Yellow Factor sales on Amazon and 5% of the profit on bulk orders will continue to go to 5 For The Fight for the foreseeable future. Find out why in the book announcement Yellow Goldfish Book Launch and 5ForTheFight


You can buy the book on Amazon (in English and in Italian).

Praise for Yellow Factor

“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 Factor, 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 Factor, 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?

Amazon Reviews

The book Yellow Goldfish of Stan Phelps and Rosaria Rosaria Cirillo Louwman is a must read for all CEO’s and entrepreneurs. It describes a breakthrough system of HAPPINESS to demonstrate why and how all companies should seek happiness first and profit later. Limited profit will flow if the customers, employees, and stakeholders are not satisfied. As a business owner myself, I recognize how important it is to differentiate yourself from the competition. This book shows you the exact steps of how you can do it, irrespectively of the type of business you are in. The book is full of inspirational examples of the companies which already are embracing happiness in their business model. To finalize the review I want to quote the authors: ‘In which world would you rather live? One of pain or one of happiness?’

Dorota Klop-Sowinska, on
Yellow Goldfish – Ways to Increase Happiness in Business to Drive Growth, Productivity, and Prosperity written by Stan Phelps and Rosaria Cirillo Louwman has truly helped me understand the importance of Happiness in both a business and personal context. This remarkable book full of inspiring quotes, backed up by years of research, real business examples, frameworks, and assessments will inspire leaders with the Why and How To create Happiness that will drive Productivity, Prosperity and Growth for employees, customers, friends, and family. This book is a must read and is the beginning of the next evolution of Business “Happiness”.
Anita Siassios, on

Yellow Goldfish Keynote

In this keynote Rosaria Cirillo Louwman shares why happiness should be the ultimate goal in business and presents an executive summary of the book Yellow Goldfish, covering Why Happiness Driven Growth and why Yellow, then exploring the What sharing two examples (Autonomy and Empathy) of the 9 elements of H.A.P.P.I.N.E.S.S, and closing explaining the HOW of GROWTH touching on the GE MRI example. This talk was recorded during Think Outside the Bowl event in Durham in August 2018.

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 hereYellow Goldfish starts at 1:16:00 with the best part of it at 1:30:00!

Want to see just the key 9 minutes extract of Yellow Goldfish keynote? Find it here 

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.

Yellow Goldfish Examples Collection

Share your additional Yellow Goldfish!

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 public collection on, you find examples collected for our book research. We would love to hear any examples you are aware of either because experienced yourself or because witnessed and found impactful. You can add them directly to this collection. By collecting and sharing these examples, we can inspire and influence more companies and their leaders to operate in ways that contribute to our happiness while driving growth, productivity, and prosperity. 


Pin It on Pinterest

Share This