Are you making an emotional connection with your business people?

I recently read in a blog post by Paul Dunay about a case study on how GlaxoSmithKline is building an emotional strategy in its business
GSK was represented by Donna J Sturgess at the World Innovation Forum.
 

The recent study determined: 15% of decision making is rational 85 % of decision making is emotional.

All things equal, business wants to work with people they like.

All things not so equal, business wants to work with people they like

(paraphrased from Jeffrey Gitomer)

So…how well liked are you by the business community?