In my experience it’s important to make an emotional connection with people and you have to share what you are passionate about. The first question you have to ask yourself when you are creating your brand, product or service is, “What is it that I am truly passionate about?” I think that you have to appeal to the heart before the brain as our brains crave meaning before details. Back in the days when we were running around in the Savannah, if we saw a sabre tooth tiger, we never thought about how many teeth it had. Our first response would be, should I run, or will it eat me? Our brains are hardwired to process information this way and that’s why we need the big picture before the details.