texturism:

… the middle two sections make up our limbic brains, and our limbic brains are responsible for all of our feelings, like trust and loyalty. it’s also responsible for all human behavior, all decision-making, and it has no capacity for language. in other words, when we communicate from the outside in, yes, people can understand vast amounts of complicated information like features and benefits and facts and figures. it just doesn’t drive behavior. when we can communicate from the inside out, we’re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do. this is where gut decisions come from. you know, sometimes you can give somebody all the facts and figures, and they say, “i know what all the facts and details say, but it just doesn’t feel right.” why would we use that verb, it doesn’t “feel” right? because the part of the brain that controls decision-making doesn’t control language. and the best we can muster up is, “i don’t know. it just doesn’t feel right.” or sometimes you say you’re leading with your heart, or you’re leading with your soul. well, i hate to break it to you, those aren’t other body parts controlling your behavior. it’s all happening here in your limbic brain, the part of the brain that controls decision-making and not language. but if you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do. again, the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. the goal is not just to hire people who need a job; it’s to hire people who believe what you believe. 

- simon sinek for TED | how great leaders inspire action