I recall a moment from over two decades ago, a conversation that might have felt ordinary in another context but as a Marketing professor struck me as profound. A close friend and old partner of mine of mine, Diego Poblete, was advising the Chilean biologist Humberto Maturana (1928-2021) on a marketing communication strategy for his institute (Matríztica). My friend began to explain the fundamentals of “marketing,” describing it as a set of activities designed to understand and fulfill people’s needs and wants creation value exchange relatiionships. Maturana, deeply curious about language and its origins, listened intently and then, with a gentle smile, proposed an alternative term: “AmarGetting.” He said it should be called AmarGetting because if marketing is truly about building relationships and offering something meaningful, it is fundamentally about amar al otro (to love the other). In other words, to care for the other while also getting something in return.
The moment, neather the concept have never being published in any book or journal article . It was simply an exchange in a room among a few people. Yet, it resonates with me to this day because it reframes marketing through the lens of genuine connection and mutual respect. In this blog post, I try to reflect on what Humberto Maturana was refering to.
When Maturana mentioned the concept “AmarGetting,” he was not renaming marketing simply for the sake of linguistic creativity. His suggestion reflected his broader view of human biology and cognition, an emphasis on relationality, coexistence, and the deep bonds that shape how we perceive and engage with the world (Maturana & Mpodozis, 2000).
In the world of business, “love” for sure sound out of place. Yet, the core idea behind marketing is to connect with people, understand their needs, and create solutions that enhance their lives. AmarGetting goes a step further implying that such connections are not merely transactional but can be based on empathy, mutual growth, and ethical responsibility. In this context in important to undertand that when Maturana, talk about “love” he is not refering to romantic love, but love as a biological phenomenon that fosters collaboration (Maturana & .
This idea find close parallels in The Biology of Business: Love Expands Intelligence by Maturana and Bunnell (2008). In this work, they argue that empathy and love can serve as powerful drivers of organizational intelligence, fueling creativity, adaptability, and resilience. This viewpoint challenges the assumption that business must be purely transactional or adversarial. Instead, it suggests that genuine human connection—built on trust and mutual well-being—can unlock greater potential for everyone involved.
AmarGetting: Some Practical Ideas
How can we effectively apply these ideas? Below are some preliminary concepts and strategies that could be implemented to harness these ideas for business success:
- Empathy in Action
Move beyond scripted interactions. Genuinely listen to customers’ stories and experiences, fostering deeper bonds and uncovering new opportunities. - Mutual Benefit
AmarGetting highlights value exchange, but not merely for profit. When both customers and companies thrive, trust and loyalty follow naturally. - Long-Term Relationship Building
Focus on enduring partnerships rather than short-term gains. Brands that invest in caring relationships see benefits compound over time. - Social and Emotional Capital
By consistently treating people with respect and compassion, organizations accumulate goodwill. This “emotional capital” can help weather market fluctuations and cultivate enduring loyalty.
In an era of global connectivity and conscious consumerism, perhaps it is time we shift from a purely transactional mindset to one that honors love, mutual respect, and shared value creation. AmarGetting invites us to see our customers not merely as markets to tap but as collaborators in a meaningful human endeavor.
As you reflect on your own marketing or business strategies, consider how the lens of AmarGetting might reshape your approach. How might we design our offerings with empathy at the forefront? In what ways can we co-create with our audiences to nurture authentic, long-lasting bonds? These questions open a path toward marketing that is rooted in understanding and, ultimately, in love.