There’s a great line from Thomas Lockwood’s book “Design Thinking” that most brand managers and CMOs would do well to have tattooed on their arm – or at least put it on their screensaver (remember those).

“The business world needs logic,
while the consumer world is driven by emotion.”

That one sentence nails one of the biggest contradictions in marketing today.

Marketers in the “office” typically obsess over spreadsheets, dashboards, and quarterly goals. But in the real world, where our customers live, decisions are driven more often by their feelings than your facts. Yet, over and over, businesses put their energy into cranking out factual, logical arguments—when it’s really the emotional spark that wins hearts.

And since I’m a Star Trek nerd, let me frame this in terms that make sense to me and others who suffer from Arrested Development:

Most brands act like Data… when they should really be channeling Counselor Deanna Troi. 

Data vs. Troi: A Quick Lesson in Star Trek

Lieutenant Commander Data was the android officer on Star Trek: The Next Generation. Brilliant, logical, super fast with analysis—but also famously emotionless. He could calculate every possible outcome in a nanosecond, but he often missed the subtleties of “why” people chose one action over another.

Counselor Deanna Troi, by contrast, was the ship’s empath. She literally sensed emotions, helping the crew navigate tensions, diplomacy, and tricky decisions.

Where Data might give a 100% logical recommendation, Troi would ground the team in the emotional reality:

“Sure, that plan makes sense, but the other side feels disrespected—you’ll never win them over unless you acknowledge it.”

Now, guess which of those two perspectives has more in common with customers interacting with your brand?

Consumers don’t grab a calculator before buying sneakers or subscribing to a streaming service. They follow what feels right, resonates with who they are, or makes them feel seen. They will do some back of the napkin math to keep themselves honest. But make no mistake – that is simply a back up response to a decision already made.

The Trap of Being Too “Data” in Branding

Most companies lean into their inner Data: 

  • Laundry lists of features. 
  • Endless statistics. 
  • Explanations that go 40 screens deep. 

This makes stakeholders feel safe (because the logic is airtight) but leaves consumers bored, unmoved, and looking for the real brand love.

Customers want to know how you will make their lives better, how you’ll bring them joy 

It’s emotion that creates loyalty.

Logic justifies a purchase; emotion drives it. 

How to Be More “Troi” in Your Consumer Engagement

So how do you make sure you’re not leaning too hard on cold facts and forgetting to connect emotionally? Here are three ideas you can actually use:

1. Listen for Feelings, Not Just Feedback 

When you collect customer input, don’t just tally up scores. Dig into the emotional language. Are people saying your service “makes life easier” or “takes the stress out of mornings”? That tells you more than a star rating ever could.

2. Design Messages Around Human Stories 

Instead of leading with statistics (“Our device is 28% faster”), tell the story of a person who felt relief faster because your product solved their pain quicker than competitors. Really – what is 28% faster? Faster than what? Numbers may impress, but stories stick.

If you really want to connect with people, show them humans, not pie charts.

3. Check Yourself with the “Dinner Test” 

Before launching a campaign, ask: “Would I actually say this the same way if I were talking to a friend over dinner?”

If your messaging sounds like an investor presentation, you’re channeling Data. If it sounds like empathy and understanding, you’re getting closer to Troi.

Wrapping It Up

Logic has its place—we can’t make smart business decisions without it. But when we’re trying to earn attention, affinity, and loyalty, emotion should lead the way.

Customers don’t want android perfection; they want to feel understood, valued, and inspired. 

So, by all means, keep Data at the table—heck, his insights can save the ship. But let’s not forget Counselor Troi. When it comes to consumer engagement, empathy and emotion will get us farther than facts ever could. 

Maybe the real trick for brands is to think less like an engineer’s dashboard… and more like an empath’s open heart.