Brian O'Driscoll and the Lions

Warren Gatland has made a highly controversial decision in dropping Brian O'Driscoll for the final Lions Test in Australia. Of particular interest to marketers will be the contention that he used his head rather than his heart in making the decision and that he has never been swayed by sentimentality. Contemporary thinking would suggest that this makes him a weaker judge, rather than a stronger one.

Perhaps a game as physical as rugby is required to pretend that it is devoid of emotion and, yet, players speak of passion and spirit and heart as vital components of the game.

To my mind, Gatland has made a deeply emotional decision motivated by a wish to wound the country that sacked him in 2001 and a profoundly political decision to replace him with someone from the country that currently employs him.

Therein lies the complexity of human decision-making - often bewildering and contradictory, but never devoid of emotion or sentiment.