Contents -- Preface: A Note on Emotional Communication -- Introduction: Reversing the Eyeball-to-Eyewall Trend -- Chapter 1: Rationality: A Theory of Economists, a Myth in Business -- 1.1 What is rationality? -- 1.2 Are we really in control of our decisions? -- 1.3 business is not only about rationality -- Chapter 2: What We Should Know About Emotions -- 2.1 What is emotion? -- 2.2 Six key fundamental facts about emotions -- 2.3 How to represent emotions in an actionable way -- 2.4 the growing place of emotions in modern societies -- Chapter 3: How Emotions Matter to Consumers -- 3.1 How emotions drive our consumer life -- 3.2 The '3 ms' of emotional communication: mindset, message and mechanic -- 3.3 From one to many: emotional contagion and mirror neurons -- Chapter 4: Emotion, the Holy Grail of Brands? -- 4.1 Emotion-enabled communication techniques -- 4.2 Careful when playing with emotions -- 4.3 The view from the boardroom -- Chapter 5: Share of Heart, the New Paradigm of Communication -- 5.1 Share of voice: less and less audible -- 5.2 What is 'share of heart'? -- 5.3 Content production and distribution is critical to share of heart -- 5.4 The conveyability of the message -- Conclusion: Emotions are not the key, they are the door -- Notes -- Books and articles referenced in Emoti-coms -- Index.