Some say we should focus on rational benefits, others emphasize emotional bonds and still others insist that we stick to the numbers.
What we lack is any consensus or grounding. Unlike other professions, we don’t have well established principles. Someone clever says something clever, it sounds good and we run with it. That’s no way to run a trillion dollar industry.
Fortunately, it does have to be that way anymore. Neuroscientists have unlocked many of the brain’s secrets. Nobel prizes have been awarded for behavioral economics and a vast amount of research has documented cognitive bias. It’s time to apply to business what science already knows and break away from old myths and failed philosophies.