DON’T BUILD WHERE YOUR HEART DOESN’T BELONG

DON’T BUILD WHERE YOUR HEART DOESN’T BELONG
— Because Business Without Emotional Connection Won’t Last.
What if you build everything perfectly—and people still don’t
come? A world-class office, beautiful homes, schools, shopping,
technology, infrastructure, convenience, and opportunity—every
box on the feasibility report is ticked, yet something is missing:
the human heart. Don’t Build Where Your Heart Doesn’t Belong
began with an observation Dr. Abhishek Gilara made during a
conversation at IIJS 2026, leading to a much bigger question:
Why do businesses calculate what people will gain, but rarely
calculate what they must emotionally leave behind? A person
shifting cities does not merely change an address;
he shifts friendships, family connections, children’s lives, habits, trust, community, memories,
weekends, and sometimes an entire identity built over decades. The same principle extends far
beyond relocation. A new product asks customers to change a habit. A new showroom asks them
to change where they shop. A new office asks employees to change their daily lives. A new technology
asks users to abandon something familiar. Every business is ultimately asking someone to
change behaviour. The question is: Have you created enough value for that change to feel worth
it? Through three deeply practical chapters, Dr. Abhishek Gilara introduces the idea of Emotional
Infrastructure and a Human-Connection Test for entrepreneurs, developers, and business leaders.
Before you invest, ask: Will people come? Will they stay? Will they return? Will they bring
others? And ultimately—will they belong? Because the greatest business mistake may not be
building something badly. It may be building something extraordinary—where the human heart
never wanted to go. Build big. Dream big. But before you build the walls, understand the hearts
that must live between them.