YELLOW GOLDFISH book 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 GOLDFISH is available on Amazon!

YELLOW GOLDFISH book 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 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.

5% of Rosaria Cirillo’s royalties for Yellow Goldfish sales on Amazon will go to 5ForTheFight. Find out why in the book announcement Yellow Goldfish Book Launch and 5ForTheFight

You can buy the book on Amazon (only in English for now).

In Europe



Netherlands  (ONLY KINDLE) 




In the rest of the world:








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?

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

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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