Part One: Why emotions matter 1 The new mental model Overview Science: the meaning of a three-part brain Psychology: balancing blind instinct with growth Economics: plugging emotions into the equation 2 The science of facial coding Overview The challenge: when words alone fail us Origins and scope: why and how facial coding works Deliverables: facial coding in practice 3 Emotions and motivations Overview Contextualizing emotions: how feelings fuel behaviour Motivations: what spurs us on The Emotionomics Matrix: introducing a strategic model Part Two: Marketplace applications 4 Branding Overview Reflected beliefs: keep consumers'' values in view Belonging where status and security meet Telling a story: selling familiarity and comfort Conclusion 5 Offer design, packaging and usability Overview Winning superiority: nurturing a ''wow'' Sensory payoff: the way to the heart Functional fulfilment: joy not frustration Conclusion 6 Advertising Overview Being absorbing: what stopping power entails The invisible line: why knowing the target market matters Reassurance: defusing scepticism Conclusion 7 Sales Overview Commitment: adopting a relationship model Unity: staying in step with the prospect Interwoven rewards: creating a ''we'' mentality Conclusion 8 Retail and service Overview Respectfulness: enabling efficiency Engagement: bringing back delight Reassurance: proving oneself right Conclusion Part Three: Workplace applications 9 Leadership Overview The greater good: why character matters Clear vision: forward thinking and feeling Cohesive culture: bringing everyone along Conclusion 10 Employee management Overview Compatibility: identifying what works Reciprocating trust: avoid disconnects Mission critical: inspiring a questing mentality Conclusion.