Hi everyone, Carl Gould here with your #70secondCEO—just a little over a one-minute investment every day for a lifetime of results.

Even if you process things logically or are a numbers person, your decisions start with emotion. You’ve probably heard it said: we buy on emotion and then rationalize with logic. And it’s true.

Humans have six basic categories of motivators. When making a decision—whether to buy, act, or not—you go through a mental checklist based on these motivators, ranked in a hierarchy.

If a choice doesn’t satisfy your highest values, or worse, triggers your lowest values, it’s unlikely you’ll make that decision. In other words, your emotional values either pull you toward something or push you away.

Like and follow this podcast to learn more. I’m Carl Gould, and this has been your #70secondCEO.