Advertising is at a crossroads. The antiquated approaches of yesteryear are rapidly being replaced by Spock-like tools that are largely driven by data and logic. But, we can’t rely on logic alone. As we mourn the death of Leonard Nimoy, we remember Spock as the logical backbone of the USS Enterprise. He kept the ship on course and the mission on target. In the advertising world, that’s the great strategy. But, their greatest missions weren’t feasible without Captain Kirk. Creating emotional connections isn’t about simply being a great orator or one of the “cool kids.” There are business processes that can be applied to it. But on both the agency and brand side, our decks, pitches and meetings often suffer from logic-overload.