BizSugar.com › Marketing › How the Subjective Voice in Market Messaging Differs from the Objective Voice

“I'm being logical, damn it!” shouted the CFO in a client company as he slammed his fist on the conference room table. This man of numbers never brought emotions into his decision-making, or so he would have me believe.

Ever since French philosopher Rene Descartes postulated the foundations of modern scientific methodology, emotions have been viewed as a kind of cerebral funhouse mirror that distorts truth.