Emotional Choices.

The politics of business are all emotional. The "biggest" player in your industry isn't necessarily the company with the largest advertising budget or the company with the latest technology advancements.

Is something a little more subtle.

The company controlling the conversation.

Think about how you assign credibility -- even cavalierly.  Think about the gut instinct that drives how you rate things.

And while there's a logic to how you prioritize things; when the community as a whole agrees about the same priority, you can assume that the "biggest" player is simply one company winning the emotional debate over what "should be" and "why it should be" so important.

Which is why it's so important that you understand the conversation that's going on in your industry.

Instead of trying to build a logical argument about about why that conversation is the wrong conversation, the best approach is to match emotion with emotion.

The company with the best feelings wins.

Instead of hauling out spreadsheets, pie charts, and old industry experts, focus on creating feelings. Focus on creating feelings that shift how your buyers think about your position.

How people feel about something determines how they will build logical arguments to defend those feelings. So create those feelings.  The wrong approach is to lead with logic and expect that that will make people emotional.

Give people emotional choices.

You still won't convince everyone. You'll still have the same competitors. Your detractors won't go away.  None of that will change.

But you will make people feel better about you.

And that's how you win the politics of business.

You create emotional choices.