Let's start with an idea from the master...Tom Peters.
"We'd do well to remember that emotions are at work all the time - and always cry out for explicit recognition."
No matter how hard each of us tries, we are driven by emotion. We want to feel good, don't want to feel bad, want to feel valued, want to feel important.
So, how can we support the emotions of our customers, prospects and the general public?
That is the ultimate question. The days of assuming that people make decisions based on logic and reasoning are over. It's time to further embrace the idea that people make decisions based on emotion...almost more than anything else.