Let us analyze the following inspirational quote from Simon Sinek from his book Together is Better:
“The MIND can be CONVINCED , BUT the HEART must be WON.”
Here MIND is the RATIONAL brain or NEO Cortex of human beings which has capability to think rationally , understands logic and can brainstorm.
Here HEART is the LIMBIC or EMOTIONAL brain that has no capability for rational expression.This brain only understand emotional cues and cannot understand logic.
Hence the summary of the quote is that howsoever logically we may place an argument to someone , the best and most effective pitch is wherein we attract the emotional LIMBIC brain for most effective returns.