I’ve held a lot of technical jobs over my career, but I’ve never felt truly connected to them. I spent a lot of time trying to persuade people that making judgments ought to be simple if the figures add up and the information is reliable. Unfortunately, that’s not how people operate. Our decisions are ultimately driven by our ties with other people as well as the emotions that drive us. Whatever others may say, making big decisions is nearly always an emotional process. I create stories and drive marketing strategies that make an emotional link between the products you love to make and the people who want to buy it. Accept the unknown, and you may be pleasantly surprised.