ONLY HUMAN: The Emotional Logic of Business Decisions 2 / 3rds of executives believe business decisions are shaped by human emotion 61 % of executives agree that when making decisions, human insights must precede hard analytics. 70 % cite company reputation as the most influential factor when choosing a business partner. Company culture is also an important factor. 71 % say building long term relationships is worth taking a short term financial loss. 62 % of executives find it necessary or preferable to rely on subjective factors. 52 % of executives say that ambition, admiration, and potential rewards outweigh fear of failure and being blamed for making a bad call. Be humanly relevant Use culture and reputation to build trust Let humanity guide data Concentrate on the long term Stay positive IN COLLABORATION WITH