The most powerful ideas are the ones that come from the heart. These ideas are aligned with certain moods, feelings, and values. Because of that, they create a strong sense of belonging and trustworthiness. They speak the language of emotions and tend to make the world a better place. It is something that can't be rationally explained and it goes beyond the logistics of the mind. Luckily, not far beyond, outside of the box or anywhere extraordinary. It simply is a little bit more on the right, where creativity, intuition, and feelings exist.
It's the right thing you feel in your guy and the goosebumps you feel on your skin.
It is passion.
That's the idea.