Former Golden State Warriors CMO: Heart First, Wallet Second

Standing on stage looking out over a sea of front office folks representing all 30 teams of the NBA at our 2014 annual Sales and Marketing Conference.

As My argument was simple but transformative: businesses that care about their brand are in the experience business. If every touchpoint is an experience that defines your brand, and every experience is rooted in emotion, then we’re all in the “Emotional Transportation” business, which is powered by the heart. the newly appointed VP of Marketing and Digital Experience for the Golden State Warriors—and a relative outsider, not having grown up in the NBA—I had all eyes on me. I then made the bold statement that maybe we didn’t know what business we were really in‽  And that we were NOT in the business of basketball. Instead, we were in the business of entertainment.

{gasp!}

This mindshift was crucial for the Warriors, especially with a new focus and arena on the horizon, but it was a concept the entire league needed to grasp.

QED.

In my head, this should’ve been a standing ovation moment. Instead, it elicited an audible—seemingly involuntary {collective inhale}.

Peter Guber, co-owner of the Warriors and entertainment legend, perfectly encapsulated this emotional philosophy with his mantra, “Heart First, Wallet Second.” Peter, who is well seasoned in this stuff having produced iconic films like Batman and Rain Man and led Sony Pictures, had a knack for distilling complex ideas into actionable wisdom. And it deeply resonated with me. Permanently written on my office whiteboard—yes, because I accidentally used a sharpie--, but happy I did because it served as a North Star in our marketing and partnership strategies; if you capture hearts, the money associated with fandom will come, naturally. We feel it intuitively, but studies consistently show that emotions drive fan engagement and engaged fans spend more on average than casual attendees, whether on merchandise, concessions, or upgraded experiences. And this direct revenue growth is amplified by the increased sponsorship value of a deeply engaged audience.

This principle worked on the grandest stage. Signing Kevin Durant to the Warriors wasn’t about numbers; it was about emotions. Steve Kerr, Bob Myers, and Stephen Curry understood how Durant needed to feel—valued, connected, and emotionally invested. That emotional intelligence was the deciding factor, not just stats or money.

So, decisions are often emotional first, rationalized later. Tons of researchers backs this up (LeDoux, Khaneman, Ekman, Langer, and many more). A study in the Journal of Advertising Research found that emotions are twice as important as logic in consumer decision-making. Neuroscience reveals the same: feelings often precede thought, shaping our choices before logic kicks in. French psychologist Clotaire Rapaille calls this the “intellectual alibi,” where we rationalize decisions made emotionally (I mean a bacon wrapped donut has protein, right?)

OK, so, we get it. Easy Peasy, right? Not really. Why is it hard for businesses to embrace this? Emotions are messy and unquantifiable, making them uncomfortable for data-driven businesses-which we all like to believe we are. But that discomfort is exactly where the magic happens. And before you cite Peter Drucker’s misattributed quote, “What gets measured gets managed”, the challenge is that not everything that matters can—or should—be measured.

Companies like Trader Joe’s in the US and Buurtzorg in the Netherlands have thrived without rigid performance metrics, instead focusing on delivering value through emotional and experiential engagement.

For businesses to thrive emotionally, storytelling is their most powerful tool. Stories are Trojan Horses, carrying emotional truths and brand messages straight to the heart. A headline, an origin story, or even a podcast can forge deep emotional bonds with audiences. As Peter Guber explains in his bestseller Tell to Win, “If you fail to transport your listener emotionally, you lose your audience.”  Professor and entrepreneur Scott Galloway also champions storytelling, calling it our species’ superpower: “It’s how you raise money, find a mate, get a job, or convince people to work with you.” Why not use it?

The takeaway? Businesses that focus on hearts over wallets build lasting, emotional relationships. Whether you’re in sports, entertainment, or retail, emotional engagement could be the defining success factor.

Just remember, when you emotionally transport your fans, guests, attendees, audience, or customers, it must be authentic, genuine, and unwavering. The wallet always follows the heart, but break their heart, and you risk losing their loyalty—and their wallet—forever.

{now exhale}

{cue song: 'Don’t Go Breaking My Heart'}

{take a dramatic leap into the crowd}