I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

Her quote is based on biology, not psychology.

The Reptilian Brain

It accounts for breathing, heart rate, reflexes and fight or flight instincts. We don’t need to worry about it for our purposes.

The Neocortex

Responsible for learning, language, social interaction and complex information. It is where imagination and exploration reside.


It is clear why most sales is directed toward the neocortex. It processes the important information and calculations usually present in understanding the offering and itsĀ Unique Selling Proposition.

The Limbic Brain

It is where experiences, emotions, memories and loyalty exists. Decisions and value judgments are made there. It has no capacity for language.


If you reach them here, you have made an emotional connection. They will support you because they believe in what you believe.

When your passion and purpose appeal to the limbic brain, anĀ element of trust and belief in you develops. When you appeal to the neocortex, you remain among others within the calculations and data processing the non-judgmental neocortex conducts.

“People don’t buy what you do, they buy why you do it”. – Simon Sinek