The Emotional Trap – Forbes.com

“…Interestingly, some folk are finally beginning to weigh in on the more rational approach to selling. Mark Penn, in a new book called Microtrends, makes the point that “the rational side of people is far more powerful in many areas of life than the purely emotional side.” He should know, as he is widely regarded as the most perceptive pollster in American politics. He is also the worldwide CEO of Burson-Marsteller, a very large PR firm…”