The ideas that I am working with, Moral Foundation Theory, apply in a lot of different areas of life.  When I wrote my marketing book, my friends picked it up because it sounded interesting, but then they wanted guidance on how to apply in their non-marketing life. So, I wrote my second book, Persuade, Don't Preach.  

But there are applications of this theory in all parts of life. One prime example is in human resources in companies. Here's an article that addresses how these theories can help in that area. If you have any questions, please contact on the contact me page.