Why Business Exists: The Gap Between Logic and Emotion
Introduction
Why does business exist?
At first glance, one might think it is simply about profit or supply and demand. But beneath the surface, there is a deeper structure: the relationship between logic and emotion in how companies and customers interpret information.
Logic and Emotion as Functions
Let us assign two functions to describe interpretation:
- Logic → cos
- Emotion → sin
For a seller (company) with information
Ssell =cosθ+sinθ
For a buyer (customer) with information
Sbuy =cosφ+sinφ
Here, the values θ and φ represent the information available to each side.
Ideal World vs. Reality
If both sides had exactly the same information (θ=φ) and interpreted it in the same way, then:
Ssell =Sbuy
In this case, there would be no gap between seller and buyer.
The equation
Y×1=(−Y)×(−1)
would hold perfectly, leaving no space for business.
But reality is different:
- Information is not symmetric (θ≠φ)
- Even with the same information, the balance of logic (cos) and emotion (sin) is not identical between seller and buyer
This difference is the true source of business.
Why Current Marketing Overflows
Most existing marketing and customer analytics focus almost exclusively on the cos side (logic): demographics, numbers, behaviors.
But the real volatility lies in the sin side (emotion).
Interpretations of emotion are noisy, unstable, and hard to measure.
Because there is no clear framework for handling the sin-function of human decision-making, countless tools and analyses flood the market — all trying, and often failing, to grasp it.
The Role of Emotionics
This is where Emotionics comes in.
By treating emotions as elements and reactions — just as chemistry treats matter — Emotionics provides a systematic way to understand and model the sin side.
With Emotionics, we can:
- Clarify why seller and buyer differ in interpretation
- Quantify the role of emotion alongside logic
- Transform marketing and customer analysis from trial-and-error into a reproducible science
Conclusion
Business is not just about supply and demand.
It exists because logic and emotion never fully align between companies and customers.
As long as the cos-side (logic) and the sin-side (emotion) are interpreted differently, the equation
Y×1≠(−Y)×(−1)
will hold, and business opportunities will emerge.
The next step is clear: if we want to advance beyond today’s overflow of surface-level marketing, we must develop tools to systematically address emotion.
That is the mission of Emotionics.