Let’s be honest - when was the last time you truly made a logical decision?

No, really, think about it. Remember that time you "carefully researched" a new phone or laptop?

I bet you told yourself it was all about the specs, battery life, and price comparison, right?

Well, I hate to break it to you, but you didn’t logic your way into that decision.

In fact, you probably decided way before you even pulled up that comparison chart. What you actually did was feel good about a choice first, then wrapped it up in a pretty bow of logic to justify why you "made the right call." But don't worry, you're not alone—this is how we’re all wired to make decisions.

And here’s why.

The emotional engine behind every decision

The truth is, decision-making is an emotional process, period.

Sure, we like to think we’re rational creatures weighing out pros and cons like modern-day Spocks, but the reality is our brains are running on a different operating system. Instead of ones and zeroes, our brains are powered by a cocktail of risk analysis, memory, social cues, and, wait for it - emotion.

You see, before your brain decides what to do, it first decides how it feels about the options.

Are you excited, nervous, or maybe a little indifferent?

That emotion fires off signals that start shaping the decision before your "logical" side even shows up to the party. By the time your reasoning kicks in, the emotional groundwork has already been laid.

Let’s break it down.

Emotion > Logic: The real MVP of decision-making

Here’s how decision-making really works:

1. Risk: Your brain is constantly calculating potential risks. Do I buy this car now or wait for a sale? Will this decision make me look smart or dumb? (Let’s be real, nobody wants to be the guy who bought the phone that starts exploding after a week.)

   
   

2. Memory: Have you had good or bad experiences with this type of decision in the past? You loved your last iPhone, so another one is probably a safe bet, right? That positive memory sticks with you, even if you don’t consciously realize it.

   
   

3. Self-Perception: Who do you think you are? Are you the person who would never pay $1,200 for a phone… until you convince yourself that you actually "deserve" it because you "work so hard"?

   
   

4. Social Cues: What are your friends and family doing? We’re social creatures, and whether we admit it or not, the people around us influence our choices. If everyone in your circle is raving about their new gadget, you might be itching to hop on the bandwagon.

What do all these factors have in common?

Yep, they’re all wrapped in emotion.

The way we feel about risk, memories, ourselves, and the people around us drives our decisions long before logic comes in to give us a pat on the back for making the “smart” choice.

Real-World Example: Why people bought bracelets (Not "just" jewelry)

Let’s talk about a little experiment I ran that proves this emotional decision-making theory in the real world.

I scaled a 7-figure bracelet store with a campaign that had nothing to do with how shiny or stylish the bracelets were. In fact, I didn’t even try to sell the bracelets themselves.

Instead, I tapped into something much deeper: people’s emotions.

Here’s the gist: for every bracelet sold, we planted a tree. That’s it. We positioned the bracelets as a way to help the environment.

Different bracelets represented different causes, like saving specific animals or preserving habitats. People weren’t buying jewelry - they were buying a sense of purpose, a connection to something bigger than themselves.

They weren’t making a “rational” choice based on price, material, or durability. They were buying into an emotional story.

Did the strategy work? You bet it did.

We went from $0 to $1,035,100 in 31 days.

And trust me, no one was buying those bracelets because of a logical comparison between us and another store. They bought because the idea of planting trees tugged at their hearts.

Why emotion wins every time

When you tap into emotion, a few key things happen:

• People stick with their decision: Even if your product isn’t perfect, they’re more likely to overlook flaws because they feel good about what they’re supporting.

  
  

• People are willing to pay more: If something feels right, they’ll open their wallets wider. Think about it—people donate to causes all the time, not because it makes financial sense, but because it feels good to do so.

  
  

• People become advocates: When someone believes in a product emotionally, they’ll shout about it from the rooftops. That’s how brands build loyalty.

This emotional connection is where real creative power lives.

If you want to influence decisions, forget hammering home the logical benefits.

Instead, dig into the feelings that drive your audience. Connect on a deeper level, and you’ll create loyalty that lasts.

Why logic is just your backup singer

Now, don’t get me wrong - logic has its place.

But it’s not the star of the show. Logic comes in after the fact, and its job is to make you feel even better about a decision you’ve already made emotionally.

It helps us rationalize why we just dropped $200 on something we didn’t really need.

So, the next time you find yourself trying to logic your way through a big decision, take a step back.

Ask yourself how you really feel about the options. Chances are, your gut already knows what to do - you’re just waiting for your brain to catch up.

Wrapping it up…

People make decisions with their hearts first and their heads second.

Whether you’re trying to sell a product, make a big life choice, or simply pick where to go for dinner, your emotions are leading the charge. And that’s perfectly okay.

If you want to create something that truly resonates - whether it’s a brand, an ad, or even just a conversation - focus on the emotional connection.

It’s not about manipulating people, it’s about understanding what drives them.

Tap into their feelings, and you’ll create something that feels right long before logic tries to explain why.

Remember: emotion first, logic later. That’s where the magic happens.