Our days are filled with countless decisions and the consequences of these decisions. And if this is not already hard enough by itself, companies and organisations try to influence our choices through marketing and advertising. But how do we decide? How rational are our choices? How do we sell our own products services and ideas to others? As we practitioners (particularly in digital) obsess with data, it’s easy to forget that there are real people behind the numbers. We need to keep asking what we want people to feel, think and do about our brands. And how do we encourage them to do this? This blog is about ideas, case studies and curation of thinking that drive towards answering those questions.