Communications Insight For More Inspiring Leaders Buying on Emotion, Justifying with Logic?

Buying on Emotion, Justifying with Logic?

 8th Jun 2022


Currently reading mountaineer Chris Bonington’s classic on scaling Everest by the South-West face.

Prompting me to reflect on that old adage: “We buy on emotion, then justify with logic.”

Consider Bonington’s comments on searching for sponsorship…

“Over the years, I have approached many organisations for help in equipping or organising climbing ventures and have become increasingly convinced that very rarely is this support given for purely commercial reasons.

“In almost every case, the potential sponsor or supplier has had their #imagination caught by the venture in question, have decided they’d like to back it and then, and only then, started to try to justify it to themselves and the Board in commercial terms.”

Capture imagination and minds will follow…

#sponsorship #fundraising #communication #pitching #leadership #mountains

The school is at the start of an ambitious and exciting journey. You have helped us set the standard for the remainder of the year and further ahead. I hope you will return to the school in the future and inspire subsequent cohorts of MPP students.


Professor Peter Kemp | Associate Director, The Blavatnik School of Government, University of Oxford

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