Why Human Pride Is the Competitive Edge We Need Now

📍London, UK

As AI reshapes the workforce at lightning speed, a critical question emerges: What truly does being human at work mean? Ron Thurston’s new book, Human Pride, offers a powerful answer rooted in empathy, purpose, and the kind of leadership machines cannot replicate. In a time when digital tools dominate hiring, operations, and performance metrics, Thurston urges individuals and companies to reclaim the emotional, relational, and moral qualities that make teams thrive.

At the heart of his philosophy is a simple but profound belief: pride drives performance. Not pride in the ego-driven sense, but the pride that comes from being seen, heard, and empowered to bring your full self to work. This is especially vital in industries like retail, where the frontline experience defines brand perception and customer loyalty. When employees feel genuine pride in their work — because they’re trusted, respected, and led with heart — turnover drops, results improve, and culture transforms from the inside out.