When it comes to positioning yourself, your brand, or your business, most people focus only on the practical, surface-level reasons someone might choose you. Features, certifications, accolades, and proof points all matter—but they’re not enough to inspire action. As Simon Sinek famously said, “The mind can be convinced. The heart must be won.”
To truly influence behavior, you need to engage both the mind and the heart. The neocortex—the part of the brain that handles reasoning—can understand and rationalize your offerings. But it is the limbic brain—the emotional center—that drives decision-making and action. In other words, people need both a practical reason and an emotional connection to truly commit to you, your ideas, or your work.
This is where a simple yet powerful exercise comes in: identifying the “mind” and “heart” of your unique value.
Step 1: Define the Mind-Level Differentiators
Start with the practical reasons someone would choose you over a peer or competitor. These are the elements that give people confidence in their decision. Examples include:
- Unique features and benefits
- Surface-level differentiators
- Manufacturing process or methodology
- Certifications or credentials
- Social proof, testimonials, or press coverage
Ask yourself: If someone were only looking at the facts, what would make them choose you? These elements answer the question, “Why should I?” in a logical, rational way.
Step 2: Define the Heart-Level Differentiators
Next, dig into the emotional reasons someone would choose you. These are the elements that create connection, trust, and inspiration. Consider:
- How your work makes them feel
- A story that connects emotionally
- An enduring positive impact in their lives
- An improvement in their well-being or quality of life
These differentiators answer the deeper question, “Why does this matter to me?” They connect with your audience’s emotions, sparking behavior that logic alone cannot.
Integrating Mind and Heart
When you combine the mind and heart differentiators, you create a powerful positioning framework. Your practical proof points give people the permission to make a confident choice, while the emotional connection motivates them to act.
Try this exercise:
| Get a journal or piece of paper. List your top 3–5 mind-level differentiators. List your top 3–5 heart-level differentiators. Look for ways to tell a story that weaves both elements together. For example, you might highlight a feature (mind) and pair it with a client story that shows the emotional impact (heart). |
The most influential leaders, brands, and entrepreneurs excel at this two-step process. They show people why they should choose them and make them feel why they want to.
Reflection Questions:
| Which of my practical differentiators are most compelling? Which emotional connections resonate most with my audience? How can I integrate both into my messaging to inspire confidence and action? |
Remember: influencing behavior isn’t about one or the other. It’s about both winning the heart while convincing the mind.
