Can you make decisions without emotion?

Emotions are essential for making big decisions.

You’ve heard of the “right brain, left brain” idea – that the two sides of your brain are constantly at war. Apparently, the battlefield is not level at all. Neuroscientists say that effective decision making is possible only when there is emotional input from the part of the brain that deals with feelings - the limbic area.

Creating solutions based only on the rational needs of customers is not enough to help them succeed - product and service experiences must also be designed to address their heightened emotions during crucial stages of the decision-making process.

Brands aren’t built on logical comparisons, they’re built on trust and loyalty. Positive feelings are the result of authentic experiences that reach people at the gut level - the limbic level. 

Does your brand do that?