Whether you know it or not, everything you buy or sell is motivated by an outcome. In your personal life, these outcomes may not always be explicit. Think of the last thing you purchased on impulse — or something impractical you bought even though you didn’t need it. The outcome wasn’t something you wrote down or even thought about all that much.
Emotion also plays a role in B2B buying decisions. But here, the outcome is much more explicit. Maybe we don’t need to apply logic in spending our own money on a two-seat roadster, but we’d better show up with sound rationale when committing company resources.