Humans will risk everything in order to feel something.

Think of a movie, or a TV show, or something like that, where the spouse has cheated and the the marriage is ending. The spouse is losing everything — the partner they built a life with, their children, their house. Everything they know is falling apart.

And why did they do it? Think of that thing they often say: “I did it because he or she made me feel something.”

In other words, the human desire to feel something is stronger than just about everything else. We are slaves to this desire.

And who makes up the buyers in your target organizations? Humans. People driven by the same desires you see in movies and on TV.

As rational as we like to tell ourselves we are being at work, as logical and numbers-driven, in the end we are humans, and the decisions we make show us to be the slaves we are.

So don’t waste anyone’s time with that crap about how B2B buyers in your industry respond to logic, not emotion. Yeah, you’re going to have to give them the words they can use to cloak their decision in rationality. But in the end, rationality isn’t the thing that’s going to make the decision go your way.