If there is no why, it is more difficult to make a decision, it is easier to get confused and therefore to linger. So The why must be clear; The how should be done with discipline; The must be consistent. In this way the proposal is truly authentic. The process towards why is a process of discovery, not of invention.
Both manipulation and inspiration act on the limbic level; the difference is that the inspiration concerns more an alignment with ourselves and with our deepest part. Manipulation is more about the product we are buying, which is, and remains, external and detached from us. Loyalty, trust and faith, which are true values, exist in the mind of those who buy, not those who sell. And for this they are very powerful.
In this way we can also choose customers: we will select only those who believe in what we believe. Starting from why it makes this much simpler and more effective.
The same things are valid for associations, for movements, for causes that are considered important, and also for gallant appointments. Doing business is like going out with someone: it is much better to talk about what you believe in rather than what you have.