Storytelling, Emotional Engagement, and Conquering the Status Quo: An Interview with Lee Odden

“We make decisions emotionally and then justify them logically.” That statement is one of those unattributed, unattributable quotes that pops up everywhere from neuroscience to content marketing. There’s probably a poster of it you can hang on your office door. Probably with a picture of an adorable kitten, or perhaps a whale jumping over a rainbow.
But behind the cliché is an undeniable truth for marketers: Emotions matter. Emotional engagement is crucial for any kind