Emotion is the master

We like to think of people as rational beings who coolly size up the strengths of an argument like a judge at a debating tournament and who make choices based on self-interest.


This is far from true.


The fact is, for the huge majority, moral intuition is the master and reason is the servant—not the other way around. 


Pathos Strategy is a strategic communications and public affairs consulting firm that employs the principles of Moral Foundation Theory, appealing to the emotional triggers by which people make choices in the public sphere.


Dan Robertson, founder of Pathos Strategy, is a communications and marketing strategist with 30 years experience in public affairs. He is the chief strategist for the Conservative Party of Canada. Dan was the Director of Advertising for the Conservative Party of Canada’s historic victory in the 2011 general election. In 2009, he served as the Prime Minister’s Director of Strategic Communications, overseeing government-wide communications. From 2015 to 2018, Dan was the chief strategist for the Ontario Progressive Conservative election campaign. He provides strategic counsel to “C-level” corporate, professional services, not-for-profit, and government leaders. His work has been recognized by the Canadian Public Relations Society (Toronto) and International Association of Business Communicators (Toronto). He was named to Toronto Life’s Top 50 Most Influential People in 2017.