A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a positioning that is meaningful the world over challenges the most creative of minds, and so delivering insight that will help inspire creativity is the quest of every qualitative researcher. This paper describes how the little-used technique of laddering can significantly enhance the understanding of key business customer needs and thereby lead to a better, more focused and relevant global brand positioning. Laddering is a means of exploring emotions. It provides deep insight into what people want and why it is important to them personally. Whilst consumer audiences are traditionally associated with emotional insight, the paper reveals that CEOs have emotions too.