The world is like this and therefore I feel like that.

That seems right. It’s raining, so I’m sad. The person cut me off in traffic and so I’m angry. Ford makes better cars, so I like them more than Chevys.

Occasionally, this cause and effect is what happens. But more often, it goes in the other direction.

We find ourselves with feelings, and then we find (or invent) ‘facts’ to justify them.

This happens in elective politics all the time. It’s not the policies that drive voters, it’s emotions. The policies come later. It also presents in personal interactions, families, workplaces and branding.

When in doubt, don’t argue about the facts. Look for the feelings. Everyone has their own feelings, whether you agree with them or not. When we validate feelings, we create connection that gives us a chance to examine the facts together.