Brad Brinegar featured in Francesca Gino’s “Sidetracked” - McKinney

Brad Brinegar featured in Francesca Gino’s “Sidetracked”

November 4, 2013

“I’m not sure that I really care about what people think of my brand,” said McKinney Chairman and CEO Brad Brinegar. “I know that most of the decisions [consumers] make have nothing to do with thinking. If you’re not catching people emotionally, you’re not going to catch them at all.”

Brinegar made that point in 2011 when he was presenting to the Duke Marketing Club as a participant in its CEO Speaker Series. Those words have made their way to Francesca Gino’s new best-seller, “Sidetracked: Why Our Decisions Get Derailed, and How We Can Stick to the Plan.”

Brinegar’s point of view helped Gino explore the “forces from within” or “factors that reside in both our minds and our hearts, and exist because of the very nature of being human.” These include “the accuracy (or lack thereof) or our beliefs and our abilities and competence, the effects of our emotions on unrelated decisions and the consequences of having an (overly) narrow focus when evaluating information and making decisions.”

“It’s a provocative read and Gino was quite right to explore how emotions affect every decision we make,” said Brinegar. “For years, McKinney has believed it takes emotional connections with consumers to build our clients’ brands. It’s what we strive for every day.”

Published by the Harvard Business Review Press, “Sidetracked” is available from all major booksellers.