When you break any decision down to its simplest form, it’s led by emotion. Whether it’s for something you love or against something you dislike, from a place of nostalgia or fear, or simply because it feels good to reward yourself and feel part of something, choices are driven by current emotional states or the promise of potential ones.   This insight is no revelation, but is often overlooked when small business owners are searching for ways to create a connection that … [Read more...]