The rational, thinking brain is only part of our relevance formula. If logic were all that mattered, every car on the planet would be gray. Super Bowl ads would be meaningless. Your accountant could select your next home.

Even the most technical business-to-business product has an emotional dimension. People need to feel that emotion before they’ll take action. While thinking is important, emotion is largely a product of our other three relevance pathways: sensations, communities and values.