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Make the big decisions with your heart, the little ones with your head.

Obsessing over data and metrics are not enough as a entrepreneur. If you want to build a competitive and remarkable brand, and the epic and long-lasting effects that it entails, you have to make some decisions based on your heart instead of statistics.

“If you are an entrepreneur, you are in the action business. You are trying to sell people, move people, spend, pay, decide!” says Kevin Roberts. “There is no time for rational thinking. Make the big decisions with your heart, the little ones with your head.”

Roberts also says advertising needs to do one of the three things: make you laugh, make you cry or make you think. In short, it has to connect people with emotions.

Emotions make people act, and that’s exactly what an entrepreneur want to do.

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