01 - brain vs heart

One of the mistakes we make when we are building a business and communicating our value is to only create for the thinking customer and his rational mind.

We focus on the stats, the processes. step by step, facts and figures.

Messages that resonate deeply connect with people’s feelings.

Brands we love and successful businesses appeal to their customers’ hearts, not just their heads. Wants and needs. Dreams and requirements. Desires and demands.

Apple resonated by using design.

Chuck Taylor’s All Stars appealed to the rebells.

Starbucks did it with rituals.

Airbnb leveraged belonging.

We don’t just persuade people to act.

We move them to act.

We live in an era where people are listening with their eyes and thinking with their hearts.

How are you appealing to the hearts of your customers?

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