Most decisions are made Emotionally, then justified Logically
How people’s emotional brain chooses to buy, then hands over to the logical brain to find the excuse to make that purchase.
Emotional Brain vs Logical Brain
Let’s say I see a swanky ad for a brand-new mobile phone
My emotional brain sees it and goes:
“oooooohhhhh… that looks awesome… I want it…”.
Kudos to the marketers.
Then it passes over to your logical brain to find the excuse to buy it.
"I’ve been looking for a while now”…
“The battery really is starting to go on my old phone”…
“The contract is nearly up so it’ll not cost me much”…
These are not the real reasons. These are the excuses I could tell my friends.
The logical brain is here to justify the purchase. But the real decision? That was made by our emotional brain first. Your product needs to scratch both itches.
This is true in most business decisions, too
Will re-branding really help our sales or just my business ego?
Has that employee really improved on their own, or do I just not want to give a disciplinary?
We are all human, and recognizing our inner caveman with its emotional brain is key. When is the logic we tell our colleagues the real reason for the decision?
Be honest with yourself when the emotional caveman starts driving the decision-making bus. Ego and pride are dangerous things in business.
You might also be interested in our Simple Guide to Making Better Business Decisions
