Emotion Creates the Decision

Emotion creates the decision; logic justifies it. Homeowners compare investments, warranties, materials, specifications, company history, and installation processes — all of it matters — but major purchasing decisions, especially inside someone's home, are not made on facts alone.

There is almost always an emotional reason underneath: the homeowner feels something about their current situation, wants something to change, and then uses logical information to determine whether the decision makes sense. The system works both halves — find the feeling honestly, then give the logic that justifies acting on it.