emotionally. contextually.

We are all complicated emotional beings. Addressing us as if we were calculating machines or the rational homo economicus that financial theories would want us to be represents a huge mistake, and a missed opportunity.

We are starving for meaningful connections with actual human beings, as flawed as we can be. And those connections need to run deep, based on words people can feel, and not only words we can understand.

But being emotional also means that we behave and define ourselves differently according to the context we are in. We do not behave exactly the same way in public, at the office or with our closest friends. And that’s normal. And, in those different environments and states of mind, we are receptive and opened to different sorts of messages.

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