I have an appetite for getting things done. I believe in hard work. No lengthy processes. No convoluted platforms. And emotion always trumps logic. Why is this important in a public relations partner? The purpose of public relations is to earn attention for brands in the moments that matter to people, and people are emotional. Science shows that people need emotion to make a decision and people are more confident in their decisions the faster they make them. Processes and platforms lack feeling. They can be sluggish and slow. In today’s hyperactive economy, brands that lack feeling or move too slow won’t last long. Profits are important. I have a degree in economics. I understand KPIs. But profits won’t come if people aren’t emotionally connected to your brand. Why did I name my agency Fat Cat Communications? I asked my kids to name the company and they wanted to name it after our fat cat, Paul. Emotion always trumps logic.