The Truth Behind Work, That Actually Works.

As human beings, we don’t just think in facts and figures, but in questions. 

Our decisions are driven by curiosity, our emotional needs and more often than not, the desire for connection with the world and people around us. We ask ourselves things like:

Will this make me feel good? Does this align with what I believe in? Or even deeper questions like, Will this bring me closer to something I care about? Will this help me achieve my goal? 

Putting Human Truth at the heart of our recent four-part series, ‘Discovery Changed My Life’

This is why we put human truths at the heart of everything we do.

Human truths are not just insights or data points, but the powerful drivers behind people’s decisions, their emotions and loyalty. It’s these human truths, the answer to people’s deepest desires and fears, that resonate on an emotional level.

And when we get these human truths right, putting them at the heart of our strategies and creativity we don’t just grab attention, we inspire action. 

That’s why we believe in this simple mantra:

Human truths spark emotion.
Emotion sparks purpose.
Purpose drives action.

Unlocking the Human Truth for the SunGod × Courtney Dauwalter Product Launch

For our clients, who all operate in the world of sport, that means that they are often speaking to consumers at the peak of their emotional investment, when their passion is high.

Whether that’s during a high stakes game or just when they are fully participating in sport themselves. Showing up, aligning and authentically connecting with consumers' emotions at these points, gives them a reason to care about what you have to say. That’s how you build loyalty, deepen relationships and create lasting impact by becoming a meaningful part of that consumer’s journey. 

It’s not just about the product you’re selling - it’s about what it represents: 

Belonging. Identity. Feeling.

Let’s look at an example:

The Problem:

We always begin with this. A brand or business tension e.g. So let’s say you’re a gym brand and your challenge is that due to social media pressure, insecurity, and lack of community,

“Young people are rejecting traditional gyms.”

Action.

We work together with you through our process to find the core Human Truths, because real insights come from how people truly feel, not abstract ideas.

In this case for example we could lead with the human truth:

“I don’t want to feel judged before I’ve even started.”

This human tension transforms a business challenge into emotional honesty in your audience, creating a clear path to the solution.

Strategy/Solution.

This then gives us a creative way in, to steer the brief and creative direction. Not just one that helps solves the problem, but that leads to organically successful content that drives action. Taking actions from the human truth to build a creative approach.

“Make movement feel like a celebration, not a test.”

“A gym should feel like a supporting community of people we can relate to”

‘Streets to the Peaks’ Feature documentary for JD Sport, Nike and Alpine Run Project

By uncovering the human truth in your audience, you create an emotional connection within the content. You allow your audience to see themselves in it, relate to it and identify with your brand, driving action.

Human truths spark emotion.
Emotion sparks purpose.
Purpose drives action.

If you're looking to make a true, lasting impact, let’s talk about how we can help you connect with your audience on an emotional level.

Great content isn’t just seen - it’s felt.

You can contact us at info@cutmedia.com, or Carly direct at Carly.Old@cutmedia.com