It's human nature

Our favorite insight into human nature:

Q: Why is "rationalizing" more important than "sex"?

A: Because you can hardly get through one day without some kind of rationalization!

It's proven that people decide by emotion, then rationalize to justify what they feel strongly about. People feel before they think, and that's why it's critical to make your market-
ing appeal to your buyers' emotional side.

To see examples of this, check out our advertising section.