How emotional intelligence becomes a business standard | Michelle Arrazcaeta | TEDxESMTBerlin

Emotional intelligence is everywhere, and nowhere. This talk unpacks what it actually takes to make EQ a non-negotiable in how teams hire, lead, and perform. Michelle Arrazcaeta is a brand strategist and creative leadership coach who helps people and organizations lead with more humanity, courage, and purpose. With experience working across global brands like Nike, Crocs, HP, and Danone, she supports leaders in getting beyond surface-level solutions to uncover what’s truly authentic and differentiating. Based in Amsterdam, Michelle is the founder of Super Good Society, a creative community and coaching platform helping designers, marketers, and agency leaders stay human and resilient while navigating change. Through brand strategy, coaching, and facilitation, she explores how emotional intelligence and self-awareness can shape more meaningful careers and more human brands This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx