Psychology tells us that emotions drive our behavior, while logic only justifies our actions after the fact. Marketing confirms this theory. Humans associate the same personality traits with brands as they do with people — choosing your favorite brand is like choosing your best friend or significant other. We go with the option that makes us feel something.
But emotions can cloud your reasoning, especially when you need to do something that could cause internal pain, like giving constructive criticism, or moving on from something you’re attached to, like scrapping a favorite topic from your team’s content calendar.