In consulting, I’ve learned there’s a hidden layer to decision-making that has nothing to do with your proposal’s content… and everything to do with how people’s brains process trust.

This isn’t just opinion — it’s straight out of business psychology. Decision-making styles often split into two dominant types:

1. Analytical / Rational Processors — they evaluate facts, logic, and evidence before committing.

2. Authority / Heuristic Processors — they shortcut decision-making by deferring to recognized expertise or credentials.

Once I understood this, it became obvious why some prospects lit up at my logical breakdowns while others wanted the verbal equivalent of a professor with a stamp of approval.

So… we built a way to win both.

The Logic Seekers (Analytical Processors)

These folks are our people. They thrive on cause-and-effect clarity, want to understand every step, and enjoy long, in-depth conversations where we explore options until we hit the perfect fit.

In psychology terms, they’re System 2 thinkers (Kahneman & Tversky) — deliberate, slow, logical. They’re convinced by:

• Structured roadmaps

• KPI maps

• Measurable results

• “Before and after” data

Our approach: Give them the full logical engine — every input, every process, every output — until they can see and own the solution.

The Authority Anchors (Heuristic Processors)

These people believe in logic too… but their trust skyrockets when the message comes from an endorsed, credible source.

Psychology calls this the Authority Principle (Cialdini). It’s why we trust doctors in white coats and authors with PhDs — even outside their exact field.

Our leading edge here:

• Partnering with a business professor who’s an expert in business analytics and scaling companies into international markets

• Embedding proven frameworks (McKinsey 7S, BCG Matrix, IBM Design Thinking)

• Wrapping our process in our 5 phase methodology

• Publishing insights backed by academic theory and case-based evidence

When authority seekers ask, “But who says this will work?” we can literally point to a professor who’s scaled companies into multiple countries — and to the body of research behind the approach.

The Two-Key System

Here’s the magic:

• Logic Key: Deep, iterative strategy conversations until the plan is rock-solid and numbers-backed.

• Authority Key: Academic collaboration, respected frameworks, and research-backed confidence.

We can now unlock either mind type — the calculator or the crown — and get both to the “yes” point faster and more confidently.

Final Thought: If logic is the engine and authority is the paint job, we’ve tuned both. And we’ve got the business psychology receipts to prove it. Whether you’re here for the strategy debate or the professor’s stamp, you’ll leave knowing the plan will scale — and why.

Kind Regards Bobby