In a new book, "Get to the Heart," the author delivers specific strategies that will get your stakeholders out of the conference room and into the world of your insights and ideas.
Business people are just as affected by emotion as consumers. Their ways of expressing it might be a little different, but they're still driven by emotion.
Even though a request is for rational data, what the person really wants is emotional reassurance.
Emotion heightens our ability to understand. Emotions help you own it. Stories evoking emotion are the next best thing to experience--they don't happen to us firsthand, but they can still touch our emotions and give us the glue that heightens our ability to understand, remember, and own the information.
Modern marketing is based on two premises. There's the product, and there's the emotional benefit we give our target. Today, great marketers know that an emotional benefit will touch people more deeply.