CEOs have emotions too!

Anna Ritchie and Sharon Dimoldenberg

A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work.

CEOs have emotions too!

The key to exploring emotional issues amongst a business audience

Anna Ritchie 3i andSharon Dimoldenberg NOP World

INTRODUCTION

Take yourself back to 1999 and early 2000 when the dot.com bubble was at its height and the people who provided the money – venture capitalists – were vying for position in an overheated market. In such a market emotions ran high as investors and entrepreneurs chased each other in a game of matchmaking and money making.

For example, take 3i in early 2000 – already Europe's leading venture capital company and a growing...

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