Emotions
As much as we like to believe we are rational thinkers, as humans we are most fundamentally emotional beings. That’s why a lot of economic theory is flawed: it assumes ‘free, rational, utility-maximising individuals’. Marketeers, politicians and activists know we are more swayed by emotions than facts and figures, yet somehow in business we buy into the myth of rational business-case logic. Would you say greed and competitiveness, or purpose and collaboration, are not emotional drivers? Science is still important, but on its own it is a weak persuader. We also need to weave narratives that engage us emotionally.
— Wayne Visser
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From Purpose Inspired: Reflections on Conscious Living, Volume 4. Buy on Lulu ↗