Emotional design is visibly sensorial and reaches our emotions faster than any other means of communication, yet it is the most under-leveraged of all communications approaches.
People are never ready for any disruptive bold changes if you ask them. Emotionally, people will tell you a different story if you know how to listen and probe deeper into their subconscious to connect with their hidden dreams.
Clients have a habit of failing to explain the stuff that to them is grindingly obvious. They are quick to accuse designers of failing to understand their business, yet they often make the mistake of not explaining what they understand implicitly. They just assume everyone knows what they know.