🍣 what people need to feel, not be told

“Think about how people need to feel, not just what they need to be told.” Warc / Wunderman Thompson report on B2B

There is a tremendous lesson here in why emotion matters in B2B.

The classic trope: businesspeople only care about the bottom line.

The reality: business people’s ego is invested in any decision they make.

Therefore, yes, cost cutting is a thin…