Belief Driven Decision Making

Being in the agency world for quite some time, I've been blessed enough to work with lots of companies.  But in the end I can separate them all into two basic buckets based on how they make decisions and think of consumers as people.  The first bucket are those companies who cannot and will not make a decision until "research" tells them to make it.  Many hide behind the mantra of being "fact-based decision makers."  Fact is, they base their decisions on business logic, bottom-lines,  legacy and the fear of being wrong.  The second bucket are those companies who make decisions based on a belief.  A belief that people can get behind and benefit from.  Think about the companies who are changing their respective categories, befriending consumers and enjoy the fruits of brand advocates.  Here are a couple: