Today’s guest is Christopher Brace, a global executive successful at building highly effective integrated marketing teams across complex organizations to drive awareness and product sales. We start our conversation off by discussing how you can emotionally bond customers to a brand of consumer product and how these same techniques can be used to create an emotional connection to an idea. Christopher shares how he gets his customers to tell the stories that connect them to a brand, how he is able to fast track focus groups to get to the emotional core, and how that information can be used to tell a story that can inspire and ultimately alter behavior. It takes more than simply getting people emotional to create loyalty, you first have to dislodge customers from old ideas before they’ll accept the new ones.  Christopher walks us through that process and why you have to be careful to not attempt to change too many behaviors at one time or you risk people digging in and not budging at all. This episode is a fascinating look at how emotion can rule our choices over rational thinking and how thought leaders can use that for a positive change! Three Key Takeaways: Thought leadership that connects on an emotional level allows you to engage people in your brand's story and inspire them to action. Research into what clients like or dislike about your thought leadership content has to move beyond rational thinking and into the emotional realm in which we often make choices. The average person is only capable of changing three behaviors at a time.  To avoid clients resisting change ensure your thought leadership does not attempt to change many habits too quickly.