We’ve been taught that people make decisions logically. But in reality, people buy emotionally and only use logic afterward to justify their choice.

Think about it: there is no rational reason why a Rolls-Royce should cost what it does. No spreadsheet can justify it. Yet, people still buy. Not because of logic, but because of how the car makes them feel, prestige, status, identity.

This is the truth every entrepreneur must understand: sales is not about reasoning your way into someone’s wallet. It is about connecting to their emotions first.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).