It defies logic

Convincing isn’t about making the best argument—leave that to the lawyers. It’s about moving people.

That’s where brands falter. Especially brands which are built by clever, rational leaders. When we hope to move people logic often matters little. Logic makes sense. Emotions drive decision making.

The interplay of logic vs emotion is a well worn cliche. It’s impossible to converse with a child, win* an argument or post rationalise an impulse purchase without a bit of both.

Where does that leave us? I haven’t decided yet…

*winning an argument is rarely convincing.

---

Stewart Ainslie • December 1st 2025