People think the world is rational, but emotions fuel us. 

Emotions guide our thoughts and actions, not the other way around. Emotions influence how we perceive and process information. 

We feel before we think. 

In fact, we feel in order to think.”

~Descartes’ error, Antonio Damasi

“Emotion, intuition, long-term memories and unconscious motivations make up as much as 80 per cent of our decision-making processes. 

That leaves just 20 per cent for logic to battle over.”

~Kevin Roberts, Saatchi & Saatchi

The Golden Circle-Behaviour of successful organisations

The Golden Circle focuses on the three key elements that drive the behaviour of successful organisations and leaders: Why, How, and What. It emphasises the importance of starting with the "Why" and working backwards to the "What" and "How" to create a sense of purpose and loyalty that sets an organisation apart from its competitors. 

People don’t buy what you do; they buy why you do it. 

The Golden Circle-Behaviour of a successful organisations

A brand is a personification of a product, service or even an entire company. 

Like a person, it has a name, personality, character and reputation. 

Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend or mere acquaintance. 

Like you like to be around some people and not others, there are brands that you warm to and others that you do not. 

People have character, and so do brands.