Why Emotion Drives Action

THE LEAN LESSON

Let’s face it—humans are emotional creatures. We make decisions based on feelings and justify them with logic. This is why emotion is such a powerful tool in any pitch.

When pitching to investors or clients, you’re not just asking them to invest money or time in a product.

You’re asking them to believe in your vision, to get excited about what you’re building, and to see how it can change the world—or at least their world.

Emotion creates connection. Connection builds trust. And trust is what turns a “maybe” into a “yes.”

Here’s a great example:

  • Think of the most memorable advertisements you’ve seen. Was it the product details or the emotional story behind it that stuck with you?

  • Now, consider a time when you made an emotional purchase. Maybe you bought something based on how it made you feel, not necessarily because it was the best option.

The same applies to pitching. When investors or clients connect emotionally with your product or solution, they’re much more likely to act.

And that’s exactly what you want in a pitch.

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