Emotion Sells Where Logic Fails.
Ask yourself who really makes the decision to buy the product or service you are selling?

Is it the (B) business or is it a (P) person? Sometimes they are referred to as a (C) consumer.

Why do so many logical solutions fail to get traction and the inferior product usually wins market share?

Because most of us are so poor at arithmetic! (Yes, there are many other reasons also, but let’s focus on this one right now)