Today we are talking consumers. As we all know your success hinges on their perception of value.
And where does value come from? Emotion.
In an interview by Forbes with Janet Crawford, a pioneer in applying neuroscience principles to business, Crawford explained that all of our decisions start and end with how we feel.
“Emotions are elegant shortcuts that allow us to sort through reams of implicitly stored (i.e. outside consciousness) neural patterns and generate feelings that guide us toward or away from a course of action.
Without emotion, we are biologically incapable of making decisions.”
Emotion is how we decide what’s worth our time.