Hamutal "Tula" Schieber
Reduce stress.
Spark delight.
The Joy Dividend is a research-backed framework for brands that want to win by making customers' lives easier—not louder.
Hamutal "Tula" Schieber
The Joy Dividend is a research-backed framework for brands that want to win by making customers' lives easier—not louder.
The Framework
The measurable value that comes from creating emotionally enriching brand experiences. It's what happens when customers don't just use your product—they talk about it, trust it, prefer it.
Emotionally connected customers are more than twice as valuable as highly satisfied ones. Brands that score high in emotional connection see faster revenue growth, stronger retention, and higher share of wallet.
"Your customers are exhausted. The brands that win are the ones that lighten the load."
— from The Joy DividendThe Tool
A strategic framework that maps customer experiences across two dimensions: how much stress they cause, and how much joy they spark.
Most brands live in "Calm but Joyless"—smooth operations, nothing memorable. The goal is the opposite corner: Joyful & Stress-Free.
Joy–Stress Matrix™
Frustrating. Exit risk highest.
Exciting but unreliable.
Smooth but forgettable.
The goal. Loyalty compounds.
The Methodology
01
"Stress-free by default"
Make every interaction lighter than expected. Reduce cognitive load, eliminate hidden complexity, engineer effortless flow.
02
"Joyful by nature"
Treat adults like curious, sensory beings. Fight monotony through micro-moments, tactile experiences, strategic use of color, sound, humor.
03
"I didn't expect that"
Create unexpected positive moments. Random perks, recognition, "above and beyond" service that customers can't stop talking about.
04
"We're in this together"
Turn transactions into relationships. Communities, co-creation, purpose-driven narratives that compound over time.
Speaking & Workshops
For CMOs, Chief Experience Officers, innovation teams, and conference organizers in retail, CPG, beauty, hospitality, tech, and financial services.
Engagements range from 30-minute keynotes to multi-day strategic workshops.
Your customers are exhausted. Here's how brands win in an era of overwhelm.
A diagnosis of today's consumer landscape—where stress is the new normal and the brands winning aren't the loudest, they're the easiest. Backed by 25 years of consumer research.
The framework for reducing stress and sparking delight—and why it compounds like interest.
The complete methodology: Joy-Stress Matrix, four strategic pillars, the neuroscience behind emotional connection. Teams leave with assessment tools and implementation roadmaps.
Not all friction is bad. Some of it is why they remember you.
A contrarian take on the ease obsession. The case for effort, anticipation, and earned satisfaction—and when removing friction actually removes meaning.
Custom workshops and Joy Dividend Audits available for leadership teams.
Inquire About Speaking
About
Market research and strategy consultant, author, and the creator of The Joy Dividend framework.
With 25 years practicing consumer psychology through research work, Tula helps companies understand the shifts that matter—and act on them before the competition does.
As founder of Schieber Research, she works with leadership teams on consumer insight, trend foresight, and emotional strategy across automotive, beauty, tech, CPG, hospitality, and wellness.
She brings question marks to a world filled with exclamation points.
The Book
How brands win by reducing stress and sparking delight. Neuroscience meets practical business frameworks. Case studies, tools, and the complete methodology.
Tools
FAQ
Reference
The payoff from reducing stress and sparking delight—loyalty, advocacy, outcomes that compound.
Framework charting stress and joy to visualize emotional positioning.
Marketplace where stress has shifted values from price to ease.
Minimizing strain through effortlessness and transparency.
Dopamine, Oxytocin, Serotonin, Endorphins for emotional branding.
Resolved problems can create more loyalty than no problems.
Memory shaped by peak intensity and ending.
Digital connectivity hasn't cured isolation. Brands can.
Effective as a system, not a tactic.
Contact
For speaking, consulting, or press.
Analysis of your customer journey through the Joy-Stress lens.
Start a conversation →