Emotionally. It’s tempting to think we make important decisions rationally based on a thorough analysis of all the evidence. If only! In fact, there is a big power imbalance between our emotional and rational thinking.
Jonathan Haidt of the University of Virginia says that if the emotional brain were the size of an elephant, the rational brain would be the size of a small boy riding on top.
If the elephant and rider want different things, there can only be one winner. Logic alone won’t convince people; we need to make sure the audience feels something.