TRUST YOUR FEELINGS, NOW MORE THAN E VER
Business isn’t always about numbers. Actually, it rarely is. It’s about people, and emotion. What about the dollars? The cash flow? The share price? Don’t kid yourself. Those are the by-products, the results. Anyone who is truly sophisticated about business recognizes this essential truth. You can throw a lot of money around. Say you’re Pepsi and you’re trying to prove your relevance to a new generation that isn’t yet a Pepsi generation. You hire Kendall Jenner and create a TV commercial that tries to connect drinking soda with timely issues like multiculturalism and police relations. And . . . it fails, miserably. It feels forced. It falls flat. Or you can take a different kind of risk. You can open up a Starbucks in ravaged and underserved Ferguson, Missouri. You can expose…