“If you run everything through a spreadsheet, you might end up with a rational plan, but the rational plan isn't what creates energy or magic or memories…It might not be about being cheaper. It's tricky to define better. But without a doubt, the heart and soul of a thriving enterprise is the irrational pursuit of becoming irresistible.”

http://sethgodin.typepad.com/seths_blog/2017/09/irresistible-is-rarely-easy-or-rational.html