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Hamutal (Tula) Schieber is the founder of Schieber Research and has spent over 25 years studying why people buy, stay, and leave. Author of The Joy Dividend: How Brands Win by Reducing Stress and Sparking Delight, she shows how calm and delight translate into revenue. A frequent keynote speaker, Tula brings question marks to a world of exclamation points, challenging hype with evidence.