OK, I've never used that phrase in any context, but I'm in New York, and it just feels right! In any case, Beyond Philosophy's Colin Shaw followed Julia Gomez' presentation with a compelling one of his own showing how customer emotions can drive as well as destroy value.
There's an old saying from sales that logic makes prospects think, but emotion makes them buy. Colin showed how firms can understand how they are impacting their customer's emotions, which emotions drive value and which ones destroy it, and how to change the emotional dynamic with your customers. This is powerful stuff. Whether your business is selling obviously emotional experiences like entertainment or vacation travel--or the most mundane B2B widgets, a critical part of your relationship with customers is emotional, involving such factors as trust, a sense of being valued, a sense of being cared for, safety in dealing with you, and the like. We know these things are important intuitively, as human beings. Colin showed how to sort through and leverage such factors in a practical way.
