People decide with their hearts and justify with their heads. Knowing what to do with that can make you a more effective communicator. Also, a persuasion lesson from my old boss, Rick Parkhill.
Great article. My belief is in the current iteration of digital media persuasion is a bit of a lost art at least in terms of selling. Too often, ad tech companies and even media companies rely on the "try it and if it doesn't work method" which is head / stick. I think that is a short term strategy with little staying power.
Which brings me to a thought on your persuasion quadrant. I think you should switch head and heart so that the top right quadrant would be heart/carrot. I was taught to believe that top right quadrant was always the golden zone that trumped all other quadrants. I believe that heart / carrot is the most long lasting ultimately most successful strategy in persuasion. But that is me.
Love the dispatch.