Yes, I Meant Affective. Here’s Why.
I used to think: if I’m right, I’ll win. But over time I’ve realized: being right doesn’t guarantee effectiveness. If I can’t move people, I lose.
As Craig Carroll wrote in Being Right vs. Being Effective:
“It doesn’t matter if you’re right if you can’t be effective.”
That line stopped me. Because in business—and especially here in Canada—it’s not logic that moves the needle. It’s connection. It’s affect.
The Western Canadian Context
From Winnipeg to Kelowna, Regina to Fort McMurray, business leaders are pragmatic. They respect facts, but they buy from people who connect with them.
You can show up with the sharpest data, the cleanest pipeline, the most “correct” positioning. But if you can’t translate that into a story they see themselves in, you’re not closing the deal.
Deals still get sealed over lunch at Earl’s on Main in the Peg or a steak at The Diplomat in Regina—because those moments aren’t just transactional. They’re relational. They’re affective.
The Two Moves: Connect First, Then Convince
Lead with affect. Start with what matters to them: local context, shared challenges, identity. Recognize the weight of seasonal cycles in agriculture, or the grind of logistics through the Rockies. Show you’re present in their world before you ever ask for trust.
Then bring precision. Once attention and empathy are earned, layer in the facts. That’s when your “rightness” lands. Now the ROI, performance data, or positioning logic doesn’t sound like preaching—it sounds like partnership.
Balance the tension. Too much “rightness,” and you risk arrogance. Too much “affect,” and you drift into fluff. The craft is in holding both, sequencing them wisely.
Why This Matters for Brand Strategy
Performance marketing will generate leads. Emotional branding will create loyalty. Together, they scale trust and revenue.
Look at the companies across the Prairies and BC that have outperformed: they don’t just list features, they create belonging. They inspire pride. They connect identity to value.
That’s what Scott Galloway calls “algebra + poetry”—the hard numbers married to the human resonance.
The Real Question
So maybe it’s not “Is it better to be right or affective?”
Maybe it’s “In what order do you deploy each?”
The answer: affect first, rightness second. Connection before correction.
Because in a crowded market, the brands that win aren’t just right—they’re affective.
Curious how you balance the two? In your industry, have you seen affect outweigh “rightness”? Let's chat.
