#Neuromarketing 3: How to Leverage Neuromarketing to Improve Your Business w/ Dr. Moran Cerf

WEBVTT 1 00:00:05.240 --> 00:00:08.429 So whenever we want something, it would be there. When we're hungry, 2 00:00:08.429 --> 00:00:11.949 the food Aldy was older by our brain twenty minutes before. When we are 3 00:00:12.349 --> 00:00:15.830 interested in going to a movie, something knows our thoughts and gives us the 4 00:00:15.869 --> 00:00:19.350 right movie on time, perfectly. For so it would. It would be 5 00:00:19.469 --> 00:00:25.019 great. Hello, hello, welcome back to BEDB growth. I'm Eric hastonic 6 00:00:25.140 --> 00:00:30.940 founder and CEO of postal dot io and your host for today's episode. Today 7 00:00:31.059 --> 00:00:36.009 is our third and final segment and postals neuro marketing series here on bdb growth. 8 00:00:36.329 --> 00:00:40.289 In our first two episodes we focused on understanding what neural marketing is, 9 00:00:40.490 --> 00:00:45.850 why it matters and what Beb can learn from scientific applications and BBC marketing. 10 00:00:46.530 --> 00:00:51.240 Today we're focusing on how neural marking can leverage to Improve Your Business. I'm 11 00:00:51.479 --> 00:00:56.640 thrilled to be joined today by our distinguiss guests Dr Morn Serf, neuroscientists and 12 00:00:56.679 --> 00:01:03.359 associate professor at the Kellogg School of Management and the neuroscience program at Northwestern University, 13 00:01:03.840 --> 00:01:07.790 as well as the CO founder of think alike laboratories, Dr Sir. 14 00:01:07.829 --> 00:01:10.189 If are you doing today on the phone, thank you for having me. 15 00:01:10.670 --> 00:01:12.590 So excited to talk to you today. So let's let's just dig into a 16 00:01:12.670 --> 00:01:17.150 right away. Tell me a little bit about your background and how you got 17 00:01:17.349 --> 00:01:21.540 into the field of neuro marketing and neuroscience. Sure, so, I was 18 00:01:21.540 --> 00:01:26.780 an Oro scientist proper. I had some background in business before macademic code. 19 00:01:26.980 --> 00:01:30.060 I had a company that went public, but I thought I left this world 20 00:01:30.099 --> 00:01:34.409 when I went to neuro science and never would go and set foot again in 21 00:01:34.489 --> 00:01:40.090 the business world. And it came to me somehow. Neurro science became interesting 22 00:01:40.489 --> 00:01:45.049 enough to a lot of companies the primarily silicon valley take companies and Hollywood, 23 00:01:45.569 --> 00:01:49.879 so much so that they started to approach schools, business schools, and said 24 00:01:49.920 --> 00:01:53.519 what do you guys know about Nero Science? In the schools didn't know much. 25 00:01:53.680 --> 00:01:56.280 They said, we don't really have ner scientists in house. We have 26 00:01:56.480 --> 00:02:00.790 marketing professor and finance professor and accounting professors, but if you business world tell 27 00:02:00.790 --> 00:02:04.189 us that it's important, we're going to hire one. And that's when they 28 00:02:04.189 --> 00:02:06.590 came to me and said, okay, we need to have you in our 29 00:02:06.950 --> 00:02:09.189 faculty because the world cares about that right now and we want to do more 30 00:02:09.189 --> 00:02:13.030 about it. So that's how I ended up in yellowed. It's amazing. 31 00:02:13.150 --> 00:02:19.020 So you're so your background in business for a decade and your scientific background led 32 00:02:19.099 --> 00:02:22.340 you to be a subject matter expert when it came to you had a leverage 33 00:02:22.419 --> 00:02:25.379 this in business and in Hollywood. Exactly. Yeah, so what do you 34 00:02:25.539 --> 00:02:28.939 what are you excited about today? What are you what are you working on 35 00:02:29.180 --> 00:02:31.889 currently that that excites you? So there are a few projects that are kind 36 00:02:31.889 --> 00:02:36.449 of really in the pipeline that I think I'll all relevant when it comes to 37 00:02:36.689 --> 00:02:39.129 business. I'll tell you about this one or two and then you can stop 38 00:02:39.210 --> 00:02:43.650 me, because they can make me excited that I can go on cross area 39 00:02:43.770 --> 00:02:46.520 hit. I think that one thing we're trying to understand really carefully these days 40 00:02:47.039 --> 00:02:52.520 is the role of intuition in the city making. So people say, okay, 41 00:02:52.960 --> 00:02:54.680 I had a feeling that this was the right answer, or I was 42 00:02:55.240 --> 00:03:00.110 somehow able to solve a problem that had too many data points for me to 43 00:03:00.229 --> 00:03:05.189 actually calculate. I just knew that this is the one I should focus on. 44 00:03:05.830 --> 00:03:07.949 And some people, after years of experience, become really good at it, 45 00:03:08.150 --> 00:03:10.189 which tried to understand what happens in your brain when you do. It's 46 00:03:10.189 --> 00:03:14.500 like, what is it that makes an expert and expert. What is it 47 00:03:14.659 --> 00:03:19.340 that happens to their brain when they learn to just intuitterferent answer and can we 48 00:03:19.460 --> 00:03:23.740 then apply to anyone? So that's one we're trying. We call it a 49 00:03:23.060 --> 00:03:27.969 sensory edition because we basically try to take data and turn it into a sense 50 00:03:28.009 --> 00:03:30.610 of feeling. At having your body you just feel that this the correct answer, 51 00:03:30.650 --> 00:03:32.889 the same way you feel a temperature or they you feel something else. 52 00:03:34.250 --> 00:03:38.250 Is that the is it really the science behind the GUT instinct? Is that 53 00:03:38.370 --> 00:03:42.960 what you're trying to set up here exactly? I mean I mean it the 54 00:03:43.039 --> 00:03:46.159 gut as a brain in it, and there are Scienti studying this gut brain. 55 00:03:46.280 --> 00:03:49.599 But this has, I to with the gut in the sense that it's 56 00:03:49.639 --> 00:03:53.159 not really that looking at the gut in intuition, but we look at the 57 00:03:53.439 --> 00:04:00.030 brain itself in the moment where you just have a feeling that you know the 58 00:04:00.110 --> 00:04:02.509 answer and you can't really articulate why. Or if you're thinking, it's usually 59 00:04:02.550 --> 00:04:05.789 not correct to say it was because it was right here. They actually was 60 00:04:05.830 --> 00:04:10.099 green here. Yeah, it's still a part answer. So that is kind 61 00:04:10.099 --> 00:04:14.620 of what's happening there. In experts in any field seem to develop the same 62 00:04:14.659 --> 00:04:17.779 sense, the same intuition, and we're not trying to understand how it gets 63 00:04:17.860 --> 00:04:20.779 developed. And can we speed it or can we take an Novilge who doesn't 64 00:04:20.779 --> 00:04:26.970 know anything about the problem and have hemo heir become an expert faster by essentially 65 00:04:27.050 --> 00:04:30.649 training the part of a brain that gives them this insight without having them go 66 00:04:30.769 --> 00:04:35.009 through all the tenzero hours of practice? I have to imagine that big brands 67 00:04:35.170 --> 00:04:40.519 in business would be very interested in learning how to do this more effectively. 68 00:04:40.560 --> 00:04:44.519 Yeah, I think. I think that basically the the if you turn into 69 00:04:44.519 --> 00:04:46.519 a business question, what you're trying to do is we're trying to take a 70 00:04:46.639 --> 00:04:49.560 big data question. They have the brain solve it force. The brain is 71 00:04:49.600 --> 00:04:54.670 amazing in taking tons of data and finding meaning in it. Then all the 72 00:04:54.709 --> 00:04:57.269 world of AI and it's the machine and you are trying to do that. 73 00:04:57.350 --> 00:05:00.589 It's hard to take the way the brain works then map it into computers and 74 00:05:00.670 --> 00:05:02.670 do it at scale with computers. Were taking it back and we think the 75 00:05:02.750 --> 00:05:05.750 brain is good at something. Let's understand perfectly what is it the brain is 76 00:05:05.829 --> 00:05:11.139 doing so we can stole anlymics problems with the brain and therefore all the companies 77 00:05:11.379 --> 00:05:14.620 that care about the data. I'll now coming to us. So you can 78 00:05:14.660 --> 00:05:16.540 think of all the googles in the facebooks and Amazons that have tons of data 79 00:05:16.540 --> 00:05:19.500 and they tried to find some patterns in it and up to now they use 80 00:05:19.540 --> 00:05:23.449 computers to dig it do it, and we saying forget a bit of a 81 00:05:23.490 --> 00:05:26.689 second. Give us data in the most aspect to the way. Then will 82 00:05:26.730 --> 00:05:30.930 turn it into a feeling in the brain and the brain is somehow gonna tell 83 00:05:30.970 --> 00:05:33.410 you this is where you should look and it will solve the problem. That's 84 00:05:33.449 --> 00:05:38.399 incredible. Yeah, I did some some coursework at mit a few years back 85 00:05:38.680 --> 00:05:43.920 on the practical avocations of AI in the business world and a lot of it 86 00:05:44.240 --> 00:05:46.639 was just around okay, how can you take all of these, you know, 87 00:05:46.920 --> 00:05:53.589 massive scientific hours, thousands and hundred thousands of hours of PHC hours in 88 00:05:53.709 --> 00:05:58.310 this concept of Ai, and actually practically apply it in AI and in your 89 00:05:58.389 --> 00:06:01.310 in Your Business? And for for me the main takeaway that I got was 90 00:06:02.110 --> 00:06:09.779 that the cognitive brain, the cognitive human brain, is extremely difficult to replicate 91 00:06:10.180 --> 00:06:15.339 and the fact that ai was going to be very much, especially in practical 92 00:06:15.379 --> 00:06:21.129 business application, a combination of the processing speed of computers and the ability to 93 00:06:21.410 --> 00:06:27.970 understand that data and then this true intuition of the human cognitive brain and if 94 00:06:27.970 --> 00:06:31.769 you could build something in the middle that ultimately would be extremely valuable. Working 95 00:06:31.810 --> 00:06:34.800 it's kind of the sounds like you're on on this side. That's fantastic. 96 00:06:35.519 --> 00:06:39.160 I know this was in our on our questions, but I'd love to get 97 00:06:39.160 --> 00:06:44.839 your thoughts on what what mysterylon must has been working on in neuroscience and how 98 00:06:45.600 --> 00:06:47.350 it seems to me that he has that same belief as well, that it's 99 00:06:47.350 --> 00:06:51.550 really going to be a combination of computers and people together. Take me through 100 00:06:53.189 --> 00:06:56.550 what you're understanding is that and how it could be applied in business. Sure 101 00:06:56.589 --> 00:07:00.310 I should open and explainer that I'm partially connected to the endeavor that you don't 102 00:07:00.350 --> 00:07:06.300 need. You're heading in a bunch of our colleagues to essentially put cheap thingside. 103 00:07:06.300 --> 00:07:09.860 It was brain. So that's the kind of the endeavor that I mean 104 00:07:09.939 --> 00:07:13.500 woldly. So there are different takes in that than Elon has the one approach 105 00:07:13.540 --> 00:07:17.009 and we have kind of an approach that is supplemented on his but adding even 106 00:07:17.250 --> 00:07:21.410 kind of more a science fiction e components to it. And it's all boils 107 00:07:21.449 --> 00:07:28.170 down to whether we could put something inside your head that will interface with your 108 00:07:28.250 --> 00:07:31.199 brain and either interact with the outside walls or your brain will control your car 109 00:07:31.480 --> 00:07:35.480 or your brain will send an email or your brain will communicate ideas. Without 110 00:07:35.480 --> 00:07:39.839 they need to use language or the fingers to type the email or your hands 111 00:07:39.879 --> 00:07:43.600 to move the wheel. That's kind of approach one, and of coursuber too, 112 00:07:43.720 --> 00:07:45.990 to acually enhance our thinking. So the ideas. If you have something 113 00:07:45.990 --> 00:07:47.829 in your brain, can you just think the thought? It says I wish 114 00:07:47.870 --> 00:07:53.589 and you when was the French evolution? In your brain will ask, we 115 00:07:53.629 --> 00:07:57.509 keep Eid the question, we'll get the answer, will tell you and you 116 00:07:57.550 --> 00:07:59.699 would just know that it was one, Thos seve hundred eighty nine. Without 117 00:07:59.699 --> 00:08:03.180 they need to actually kind of get a pipe it and for you internal it 118 00:08:03.259 --> 00:08:05.819 will feel like you just know it because it will be one other the brain 119 00:08:05.860 --> 00:08:09.339 asking other other brain. But for the holy you it would just be I'm 120 00:08:09.980 --> 00:08:13.449 interested in something, and the facts not just line there. So you can 121 00:08:13.490 --> 00:08:16.490 navigate your car without a GPS, because DPS will be in your brain and 122 00:08:16.649 --> 00:08:20.129 just feel like you should go right or go left or get into the center 123 00:08:20.170 --> 00:08:24.410 lane. So the idea is to connect the entire knowledge of the world to 124 00:08:24.569 --> 00:08:26.519 the brain. That's the endeavor. I should say to the audience, who 125 00:08:26.920 --> 00:08:31.159 is carry much for the first time, that a it's not any time soon. 126 00:08:31.840 --> 00:08:35.399 Yeah, because we have some challenges, technical and ethical. So technical 127 00:08:35.519 --> 00:08:37.879 ones are just how do we actually get a cheap inside the brain? It 128 00:08:39.080 --> 00:08:43.190 requires right now, a brain surgery. That it's how the imagine will have 129 00:08:43.309 --> 00:08:48.629 been voluntarily across the world easily. And there's also ethical questions which are concern 130 00:08:48.750 --> 00:08:52.870 of mind primarily right now. Just if you put a chip inside people's brains, 131 00:08:54.070 --> 00:08:56.500 yes, you can give someone all the world's knowledge directly, but this 132 00:08:56.659 --> 00:09:01.059 means that also someone else can get into your brain and control your own thoughts. 133 00:09:01.100 --> 00:09:03.779 So that's accept that kind of show that whatever. Right now, no 134 00:09:03.940 --> 00:09:07.299 one just hex into your email. Someone hexed to your mind and makes you 135 00:09:07.620 --> 00:09:11.049 want to go lift thinking that this is your choice, but actually it was 136 00:09:11.090 --> 00:09:15.690 someone else controlling your mind. So we're battling not just the technical problem can 137 00:09:15.730 --> 00:09:16.929 we do it, but also should we do it and if so, how? 138 00:09:18.690 --> 00:09:22.409 That's incredible. You know, it's interesting that you're going down this path 139 00:09:22.570 --> 00:09:26.559 now because when we think about business, marketing and advertising, what is the 140 00:09:26.759 --> 00:09:33.720 true reason why we are spending all of these resources to try to spend money 141 00:09:33.440 --> 00:09:41.029 to influence people, and it really is all about how we're getting folks to 142 00:09:41.110 --> 00:09:45.190 do the things that we want them to do by our product, by our 143 00:09:45.269 --> 00:09:48.190 service. Show interest. You know, I'll say that that. So, 144 00:09:48.509 --> 00:09:52.070 in a way there's something I thought my students at the NBA class to see. 145 00:09:52.190 --> 00:09:56.100 It's spam. Is Spam because of beat Talgety. So if you bet, 146 00:09:56.259 --> 00:09:58.860 if you were looking for mattress, you run by want it insertainly, 147 00:09:58.980 --> 00:10:03.019 email care and said cares the best mattress for you, then you wouldn't because 148 00:10:03.059 --> 00:10:05.179 it spend. It would be perfect. I was about to spend the next 149 00:10:05.220 --> 00:10:09.049 forty minutes looking at Metas as and here's an email that came a perfectly on 150 00:10:09.169 --> 00:10:11.690 time. If even think two days before, it would be spend. Why 151 00:10:11.690 --> 00:10:13.450 am I getting an email about so? In a way, if you want 152 00:10:13.490 --> 00:10:16.610 something in the world knows it and give it to your right on time, 153 00:10:16.809 --> 00:10:22.480 that's perfect. When we connect our world to the brain, yeah, everything 154 00:10:22.519 --> 00:10:24.679 could be perfect. So whenever we want something, it will be there. 155 00:10:24.679 --> 00:10:28.000 When we're hungry, the food already was oldered by our brain twenty minutes before. 156 00:10:28.360 --> 00:10:31.960 When we're interested, in going to a movie. Something knows our thoughts 157 00:10:33.240 --> 00:10:35.789 and gives us the right movie on time perfectly. For so it would. 158 00:10:35.909 --> 00:10:41.230 It could be great. But the only again, kind of other flip side 159 00:10:41.269 --> 00:10:43.669 of this thing topic, is that what if we don't even want to watch 160 00:10:43.710 --> 00:10:46.629 a movie, but someone makes us thinks you want to watch a movie in 161 00:10:46.629 --> 00:10:48.830 a movie comes up and we don't see the control it. So if it's 162 00:10:48.990 --> 00:10:52.019 either we feel like we're especially aligned with the world, that everything happens when 163 00:10:52.019 --> 00:10:54.539 we want it. Oh, it would mean that the world controls our brain 164 00:10:54.659 --> 00:10:58.700 and we want things that the world is ready to offer. And that is 165 00:10:58.740 --> 00:11:01.860 there is gonna say. It's it's the Matrix, right. I mean we're 166 00:11:01.940 --> 00:11:05.570 we would be completely in the Matrix, or at least at risk for being 167 00:11:05.889 --> 00:11:11.769 completely in the Matrix. That's that's incredible stuff. So let's I'm sure the 168 00:11:11.850 --> 00:11:13.690 marker is out there that are listening are probably thinking, oh my gosh, 169 00:11:13.929 --> 00:11:18.570 like, how how can I this is incredible stuff. But but why is 170 00:11:18.639 --> 00:11:22.919 this relevant to me? Right? So some of the relevant work that you've 171 00:11:22.960 --> 00:11:26.120 been doing has to do with engagement and certainly, when you think about the 172 00:11:26.200 --> 00:11:33.230 scientific research that you're doing on you know how to implant chips in the brain, 173 00:11:33.389 --> 00:11:35.470 how to make sure people, you understand people's thoughts and how they interact 174 00:11:35.590 --> 00:11:41.389 and the right the right times to put certain things in people's brains to to 175 00:11:41.509 --> 00:11:46.789 go in a direction or to answer a question that they have. Certainly engagement 176 00:11:46.299 --> 00:11:50.700 before you have that that you know that en goal. You now have physical 177 00:11:50.820 --> 00:11:56.940 and digital things that that business is present to their customers at the right time 178 00:11:58.419 --> 00:12:01.690 with the right message. It's your point. I'd love to understand a little 179 00:12:01.690 --> 00:12:05.929 bit more about your studies and engagement and some of the methods that you're using. 180 00:12:07.009 --> 00:12:09.889 I know that you and Sam Burnett have been doing a lot of work 181 00:12:09.169 --> 00:12:16.080 on a measuring engagement and certainly you know when we started postal it had everything 182 00:12:16.200 --> 00:12:20.440 to do with we believe that digital marketing was at a critical mass that the 183 00:12:20.480 --> 00:12:24.480 last twenty years I've been spent specifically on how to engage people within the digital 184 00:12:24.559 --> 00:12:28.720 world, how to did to engage with them at the right time through the 185 00:12:28.720 --> 00:12:31.710 right medium with the right message, and we believe that everything was lost because 186 00:12:31.870 --> 00:12:35.669 ultimately people want to feel, people want to touch, and we think that 187 00:12:35.750 --> 00:12:41.830 there's a tremendous opportunity from a normal marketing perspective to help companies going that next 188 00:12:41.870 --> 00:12:48.460 step of a really automating and functionalizing their offline engagement. But I would love 189 00:12:48.500 --> 00:12:52.860 to hear a little bit more about about your takes on UN measured engagement and 190 00:12:52.940 --> 00:12:56.580 the neural marketing field. Perfect. So this is my project for the lost 191 00:12:56.659 --> 00:13:00.690 five years that I feel passionate about so happily shared with people in the hopes 192 00:13:00.730 --> 00:13:03.370 of the connection to make use of that not just like the go. It's 193 00:13:03.370 --> 00:13:05.929 a cool idea that I heard somewhere in a podcast, but isn't velvant me. 194 00:13:07.490 --> 00:13:11.129 So engage the kind of buzz word right now. You know all the 195 00:13:11.330 --> 00:13:15.720 online media company of saying increase engagement if you buy our services, innation and 196 00:13:15.759 --> 00:13:18.279 be high. But it's a very kind of loose term. It's going to 197 00:13:18.320 --> 00:13:20.440 unclear what it is like. Is it number of cliques? Is it amount 198 00:13:20.440 --> 00:13:24.879 of minutes on a website? Is it the convergence to watch purchasing stone? 199 00:13:26.440 --> 00:13:28.950 So there's one thing that is very clear of engagement, which is it's a 200 00:13:30.029 --> 00:13:33.509 commitment of our brain to give resources, is it time, money and so 201 00:13:33.669 --> 00:13:37.309 on, to a dedicated course. And the thing about engagement is that there's 202 00:13:37.389 --> 00:13:39.909 one characteristic of it that is very, very easy to identify, which is 203 00:13:41.110 --> 00:13:46.419 it works on our brain started we are taken by the content, giving less 204 00:13:46.460 --> 00:13:48.940 of our self voluntarily. It just captured us. So the example I always 205 00:13:48.940 --> 00:13:54.779 give my students is imagine you driving on a highway and then there's a traffic 206 00:13:54.860 --> 00:13:58.090 jam and you seem traffic jam going a mile ahead and it's because there's an 207 00:13:58.090 --> 00:14:01.809 accident on the other side of the highway, on the other lane going the 208 00:14:01.809 --> 00:14:05.289 other direction. But everyone, when they drive by con slow down, constop 209 00:14:05.450 --> 00:14:07.529 but slowing down and looking to see what happening there. HMM, when you're 210 00:14:07.529 --> 00:14:09.679 driving stale, it's annoying. I hope when I get there I can just 211 00:14:09.879 --> 00:14:13.480 pass by. But when you get there, you contract look yourself and you 212 00:14:13.519 --> 00:14:16.519 also slow down and look for a second and then you keep driving. And 213 00:14:16.679 --> 00:14:20.960 that is engagement. Something about the content is still captivating that every person, 214 00:14:20.399 --> 00:14:24.590 young, old, man, woman, black, white, fat, then 215 00:14:24.230 --> 00:14:28.029 cares about accidents. have been to one. That's not anyone. Somehow, 216 00:14:28.070 --> 00:14:33.669 when they get their con't not look at it. That is an engaging moment. 217 00:14:33.710 --> 00:14:35.629 It's not a fun one. It's not something that you want to be 218 00:14:35.750 --> 00:14:39.259 in necessarily, but you just cannot look away. So something about this content 219 00:14:39.620 --> 00:14:43.379 takes over everyone's brain. So what we said is, let's measure engage with 220 00:14:43.460 --> 00:14:46.379 the following way. Will bring many brains, and I'm saying brains because we 221 00:14:46.539 --> 00:14:50.379 actually don't ask you, the person, any question. We just look at 222 00:14:50.379 --> 00:14:52.490 your brains. Bring many brains into the womb and have them look at content 223 00:14:52.809 --> 00:14:56.330 and measure how similar all day to each other when they watch the content. 224 00:14:56.649 --> 00:15:00.970 If they're very similar, it means that the content is so good that it 225 00:15:01.129 --> 00:15:03.610 takes over everyone's brains. In the same way, you have very love of 226 00:15:03.649 --> 00:15:07.399 yourself to actually choose what to do. You're just and when you know impact, 227 00:15:07.440 --> 00:15:09.120 when you're measuring on that, when you're measuring it, are you measuring 228 00:15:09.279 --> 00:15:13.759 in a group setting to where you have group and heard content at the same 229 00:15:13.799 --> 00:15:16.960 time, or is it just individual brains at individual points? So we did 230 00:15:18.080 --> 00:15:20.279 boast. So we try to actually bring them into the WOM and have them 231 00:15:20.320 --> 00:15:22.590 watching football game and actually look at their brains while they're all looking at the 232 00:15:22.669 --> 00:15:26.870 game at the same time. I mean might to actually have them look at 233 00:15:26.950 --> 00:15:28.990 a movie that we brought person one watching the movie, person to watching the 234 00:15:30.029 --> 00:15:31.350 movie, and the same movie, but they coming different times, look at 235 00:15:31.389 --> 00:15:35.899 their brains. There's almost no difference between in the moment to whether you watch 236 00:15:35.940 --> 00:15:39.419 the same content but in different moments in terms of the gadument. If it's 237 00:15:39.419 --> 00:15:43.139 engaging, if it's good, it will capture everyone's brains. And the point 238 00:15:43.179 --> 00:15:45.259 is that what we do right. So if it's if it's not good, 239 00:15:45.340 --> 00:15:48.100 then it's just farmw Pomo is driving. If it's not good, so if 240 00:15:48.139 --> 00:15:52.330 the content is relevant and it's like usful, okay, got it. So 241 00:15:52.409 --> 00:15:56.929 if you say thinly only exists if it if the concert is, look exactly 242 00:15:56.970 --> 00:16:00.450 so it we basically see is that if the brains look alike, if everyone 243 00:16:00.490 --> 00:16:03.809 looks the same when they watch these contents, we can tell you dis contant 244 00:16:03.850 --> 00:16:07.519 is engaging. If the brains look different, if you think about your homework 245 00:16:07.559 --> 00:16:11.120 and I think about my shows and the supermarket to go to and so on, 246 00:16:11.480 --> 00:16:14.440 then the contents not eaging because it doesn't make me and you look the 247 00:16:14.519 --> 00:16:18.279 same. So the measure us is how similar the brains are when they watch 248 00:16:18.360 --> 00:16:21.070 content, and this tells us how good is the content. So we can 249 00:16:21.110 --> 00:16:22.750 go to and out. Let's make it very practical. We can take a 250 00:16:23.029 --> 00:16:30.269 marketing content like ads that companies are about to launch and have them be seen 251 00:16:30.629 --> 00:16:34.700 by twenty brains, see how they ad makes the brain look alike and normalizes 252 00:16:34.740 --> 00:16:37.419 and say, okay, this ad makes all the brains look extremely like that 253 00:16:37.500 --> 00:16:41.860 ninety percent identical. So it's a really good add this aid. That one 254 00:16:42.139 --> 00:16:47.019 makes only forty percent alignments of the brains. So stick themend of US doing 255 00:16:47.059 --> 00:16:48.330 something else in your mind. You think about something else, but it's not 256 00:16:48.409 --> 00:16:52.610 as good. This movie in this cut is working, but in that cutter 257 00:16:52.690 --> 00:16:55.490 doesn't work. So we can tell you how to cut the movie. This 258 00:16:55.529 --> 00:16:59.049 is what we do with Hollywood. We can look at the politicians are coming 259 00:16:59.049 --> 00:17:00.759 to us right now because of the elections on both side, and basically say, 260 00:17:00.919 --> 00:17:03.839 I'm about to give a big speech. I want to know if I 261 00:17:03.880 --> 00:17:10.599 should use these words or these words put in front of my content twenty brains. 262 00:17:10.880 --> 00:17:14.119 HAVE THEM LISTEN TO OPTION ONE, option to and tell me what makes 263 00:17:14.119 --> 00:17:17.869 all the brains look alike. And we can really not just help you choose 264 00:17:17.910 --> 00:17:21.349 between contents, we can actually help you design content. So the idea step 265 00:17:21.470 --> 00:17:25.829 two is by now we have seen so many engaging, engaging things we're starting 266 00:17:25.910 --> 00:17:30.980 to find the kind of some code, some clear indicators of what will work. 267 00:17:30.019 --> 00:17:34.660 So so we also help advertisers, primarily who put, say, content 268 00:17:34.779 --> 00:17:41.500 on Youtube, know what should happen so you can get not skipped at the 269 00:17:41.539 --> 00:17:44.730 five second mark so people will see you a few more seconds, or how 270 00:17:44.809 --> 00:17:49.930 to help people who are interested in communicating an idea in a way that is 271 00:17:51.170 --> 00:17:56.089 clear do it in a way that gets most people to understand. So I've 272 00:17:56.089 --> 00:17:59.759 been talking for right now a lot with the doctors. Were trying to educate 273 00:17:59.839 --> 00:18:03.960 the public about things and they say the words but somehow the polly doesn't know 274 00:18:03.039 --> 00:18:04.799 afterwards. But you say you should do this, this, this, this, 275 00:18:04.880 --> 00:18:07.680 and no one got it afterwards. So we kind of say, okay, 276 00:18:07.680 --> 00:18:11.640 let's look at your message and help you find the best way to speak 277 00:18:11.680 --> 00:18:14.910 to every person. or He's speaking to this person. What would work to 278 00:18:14.950 --> 00:18:18.390 do is but so this work and soundless engagement, using the brain to tell 279 00:18:18.430 --> 00:18:23.910 you what's what works. That's extremely interesting from a scalability standpoint. When you 280 00:18:23.990 --> 00:18:30.539 think about solving this problem and being able to offer some sort of this technology 281 00:18:30.700 --> 00:18:36.059 to the masses. I think about how interesting that could impact the content that 282 00:18:36.220 --> 00:18:40.740 BEDB companies are sending out there and how they're engaging with their customers certainly be 283 00:18:40.900 --> 00:18:42.690 to ss got, you know, they got it down. There seems to 284 00:18:42.730 --> 00:18:45.849 be a tremendous amount of content. I know through my wife's, you know, 285 00:18:45.930 --> 00:18:49.970 Amazon bills that like they've got it down it. So from from a 286 00:18:51.170 --> 00:18:55.799 the aspect of the BDB world, how do you think that this can scale 287 00:18:55.960 --> 00:19:00.279 in the future? How does just the regular marketer use something that can help 288 00:19:00.359 --> 00:19:03.920 them kind of create more of a finite communication that will increase their engagement? 289 00:19:04.000 --> 00:19:08.039 Not just something that they test through multiplay be tests, but something that they 290 00:19:08.079 --> 00:19:14.269 actually are is scientifically tested. So it started with the B to see primarily. 291 00:19:14.349 --> 00:19:17.509 So they are the ones who gotten down and now be to bees at 292 00:19:17.549 --> 00:19:18.829 the heels of the B C is starting to kind of get into it. 293 00:19:18.910 --> 00:19:22.190 So so we have left later, but I would say the big kind of 294 00:19:22.269 --> 00:19:26.500 promise that I see is actually now not at the mass level of individuals. 295 00:19:26.660 --> 00:19:32.900 So a lot of the people who look at Neurro science in business actually using 296 00:19:32.980 --> 00:19:37.650 that to understand either how to make decisions better themselves or how to understand the 297 00:19:37.690 --> 00:19:41.049 communication with two people. So you and I are meeting and we're the ones 298 00:19:41.049 --> 00:19:45.450 who are going to do that. The negotiations. Yeah, there's a lot 299 00:19:45.490 --> 00:19:48.250 of things we can learn about your brain. In my brain, it will 300 00:19:48.289 --> 00:19:53.039 help us either speak the thing language so actually know what I should say, 301 00:19:53.079 --> 00:19:57.519 so you understand the same thing that I mean, or either that or even 302 00:19:57.559 --> 00:20:00.160 understand th things that about the other person that are like paint point. So 303 00:20:00.200 --> 00:20:06.440 I would, for instance, look at your brain and I know that of 304 00:20:06.519 --> 00:20:08.750 all the things we can talk about, this one is actually going to particularly 305 00:20:08.789 --> 00:20:11.910 hurt you and you would not want to negotiate that first. I can craft 306 00:20:11.990 --> 00:20:18.549 negotiation or crafty experience really by brain. Now this means that now you're moving 307 00:20:18.589 --> 00:20:22.579 from not something that is like averages of population to really study individuals, and 308 00:20:22.900 --> 00:20:26.299 where we start is we offer people to study themselves. So we tell people 309 00:20:26.380 --> 00:20:30.980 essentially the first person you should know really well as yourself, and if you 310 00:20:32.140 --> 00:20:36.650 know your brain, you can make decisions better that align with your own ideal 311 00:20:36.930 --> 00:20:38.130 train calls. I like your concrete answer to what I mean by that. 312 00:20:38.450 --> 00:20:45.170 Yeah, there's a lot of brains out there and it's other there's a good 313 00:20:45.210 --> 00:20:48.410 brain or break brain. Every brain has optimal and sometimal states. For instance, 314 00:20:48.569 --> 00:20:52.240 some people make decisions better in the morning, some in the evening, 315 00:20:52.519 --> 00:20:55.839 some when they're hungry. Some whe their full, some when they're alone, 316 00:20:56.039 --> 00:21:00.519 some with other people, some people the deadline, some hours ahead. It's 317 00:21:00.599 --> 00:21:04.750 inserted as a correct answer. But for each brain there are states in which 318 00:21:04.829 --> 00:21:08.069 it makes decisions better. So what we're doing right now is we bringing elk 319 00:21:08.390 --> 00:21:11.470 to the lab and we study lex brain and we tell it the end of 320 00:21:11.470 --> 00:21:15.509 the day, here's what we know. That your brain and now you can 321 00:21:15.789 --> 00:21:18.539 align your experiences to your optimal state. We tell you, Eric, you're 322 00:21:18.619 --> 00:21:23.299 one of the people who are more likely to be influenced significantly by your emotions. 323 00:21:23.339 --> 00:21:26.299 When it comes to freckle decisions, you're going to make decisions that you 324 00:21:26.299 --> 00:21:30.259 would be unhappy with a week after if you were stressed. Just really make 325 00:21:30.299 --> 00:21:33.690 them. So let's now, knowing that, aligned your at world. So 326 00:21:33.809 --> 00:21:37.089 you want have to do it when you're stressed or you mix. You better 327 00:21:37.289 --> 00:21:38.450 when you're with this person, but not with that person. So let's make 328 00:21:38.450 --> 00:21:41.410 sure that on critical decisions, you have that in, not this person, 329 00:21:41.569 --> 00:21:45.569 in the with you. And when it comes to be, to be it's 330 00:21:45.089 --> 00:21:48.519 being there, because a lot of it is actually interpersonality. It's you and 331 00:21:48.640 --> 00:21:52.279 error meeting and deciding. It's you understanding really what the sales person from the 332 00:21:52.319 --> 00:21:56.720 other company means when they say something. So we're trying to move from like 333 00:21:56.200 --> 00:22:03.390 big kind of baby testing of law populations to actually studying vidaws and studying the 334 00:22:03.390 --> 00:22:07.230 language and culture of companies. So you will know how to talk to an 335 00:22:07.269 --> 00:22:15.150 Amazon prepresentitive. What is the culture that makes that? What does your word 336 00:22:15.509 --> 00:22:19.019 meaning Amazon language? And I think think is really helpful to a lot of 337 00:22:19.380 --> 00:22:25.539 people in the world way to be in really preaching the challenge of communication over 338 00:22:25.619 --> 00:22:30.369 like making here that they speak the same language. That's really interesting. The 339 00:22:30.890 --> 00:22:34.609 so I'm hearing from you neuroscience in neuro marketing is not only important when you're 340 00:22:34.609 --> 00:22:40.609 talking about engagement of your customer base, your prospect base, but it's also 341 00:22:40.769 --> 00:22:45.640 important for personal development. And this is really all kind of going in the 342 00:22:45.759 --> 00:22:52.359 direction of productivity, right. So increased productivity can be measured by obviously the 343 00:22:52.440 --> 00:22:55.759 amount of output that you're having in relation to the amount of time that you're 344 00:22:55.799 --> 00:22:59.710 spending on it. And certainly when we look at neuroscience, it can help 345 00:22:59.750 --> 00:23:03.990 us optimize all of those pieces within within that world in the business. So 346 00:23:04.430 --> 00:23:07.309 that makes a lot of sense. I can hear when you minute something because 347 00:23:07.309 --> 00:23:11.309 tpical but then I let you. So I'm gonna for a second going yeah, 348 00:23:11.309 --> 00:23:14.299 it's Ansal, it's report for me, even though it's not really up 349 00:23:14.299 --> 00:23:19.059 a critical for application. This is my one wering farting now, thousands of 350 00:23:19.099 --> 00:23:23.539 years ago, in Greek mythology or in the stories of Plato and Icelin so 351 00:23:23.660 --> 00:23:26.569 and, they all spoke about the virtue of knowing yourself. There was the 352 00:23:26.609 --> 00:23:30.569 Aukil of Delfi that had this sentence nodice. This was a privilege of a 353 00:23:30.849 --> 00:23:36.210 Plato and I suttle and socrates to spend time philosophizing about the world and actually 354 00:23:36.210 --> 00:23:41.920 getting to know themselves. In the Millennia, since we actually elevated the importance 355 00:23:41.960 --> 00:23:45.200 of that, we speak about knowing theirselves is like. Is An important thing, 356 00:23:45.279 --> 00:23:47.160 and some of us can afford to do that. They can go to 357 00:23:47.480 --> 00:23:49.759 therapy and get to dig into their soul, or they can do out and 358 00:23:49.839 --> 00:23:53.200 get to understand who they are, or they can meditate. To their many 359 00:23:53.200 --> 00:23:56.789 ways to know yourself. But up to the last decade this was a privilege. 360 00:23:56.950 --> 00:24:00.509 Not everyone needed to do that. You could leave your tillie perfectly without 361 00:24:00.630 --> 00:24:06.150 spending time talking about your inner soul and have a perfect kind of quality life 362 00:24:06.470 --> 00:24:10.259 in the last decade it's changing. There are companies that are in the business 363 00:24:10.299 --> 00:24:14.180 of knowing you, a lot of companies that spend all of their efforts with 364 00:24:14.339 --> 00:24:17.859 the smartest engineers in the world knowing who you and predict what you're going to 365 00:24:17.900 --> 00:24:22.460 do in the future. And now it's no longer a privilege, it's unnecessary. 366 00:24:22.059 --> 00:24:26.450 Everyone needs to also invest in knowing their brain because if you don't know 367 00:24:26.490 --> 00:24:29.970 your prain, someone else will know it's better than you and drive your behavior 368 00:24:30.369 --> 00:24:33.809 without you having control. So I think now, especially people in our position, 369 00:24:33.930 --> 00:24:37.890 like managers, sales people, people who make decisions, the critical politicians 370 00:24:37.049 --> 00:24:41.279 leaders, I think it's important that they spend a little time within our scientists 371 00:24:41.640 --> 00:24:45.759 understanding their brain profile so they can make the decision that people couple of people 372 00:24:47.039 --> 00:24:48.599 better. And I think that was my moment, one minute or like quite's 373 00:24:48.599 --> 00:24:52.630 important and it's not a lot of effort and it's worth the understanding, because 374 00:24:52.829 --> 00:24:56.230 the cool thing about our sciences that you gives you access to think that you 375 00:24:56.230 --> 00:24:59.069 can honest about yourself directly. That's why we don't ask your questions, we 376 00:24:59.109 --> 00:25:00.789 look at your brain because you will give us an answer. But well, 377 00:25:00.990 --> 00:25:04.910 it would be flawed. Your brain will not done. That's, though, 378 00:25:04.990 --> 00:25:08.420 I mean knowing yourself first, and then that's going to allow you to be 379 00:25:08.460 --> 00:25:11.700 better knowing your customer base. That's that's a hundred percent right now. I 380 00:25:11.740 --> 00:25:15.259 would I would say that founding a company and doing a start up you have 381 00:25:15.420 --> 00:25:19.299 to do a lot of soul searching to really determine is this for you? 382 00:25:19.859 --> 00:25:22.970 I mean being an entrepreneurs sounds really cool and hip and you know, being 383 00:25:23.009 --> 00:25:26.210 in Si Con Valley and certain a business, you know I've never been a 384 00:25:26.289 --> 00:25:30.329 part of four of them and this will be my second personal personally founded it. 385 00:25:30.769 --> 00:25:36.240 It's not for everybody and you have to know that that yourself, that 386 00:25:36.359 --> 00:25:38.720 you are prepared for what is ahead of you and that you have to make 387 00:25:38.759 --> 00:25:42.559 sure that you understand the true problem that you're solving. And you really have 388 00:25:42.680 --> 00:25:48.640 to truly understand your customer base from from a very scientific standpoint to understand do 389 00:25:48.799 --> 00:25:52.109 they care about this, are they going to be engaged in this and, 390 00:25:52.630 --> 00:25:56.150 ultimately, are they going to acquire whatever I'm building? I'd want more think 391 00:25:56.150 --> 00:26:00.710 them. If you took us to an important thing about the founders, I 392 00:26:00.750 --> 00:26:03.299 would say that a lot of kind of things I forget the numbers, but 393 00:26:03.299 --> 00:26:07.740 it's a high number. Fay, because of a miss alignment between the founders 394 00:26:07.779 --> 00:26:12.779 and the management on the founders team. I think that nurse science will help 395 00:26:12.779 --> 00:26:17.019 you even further if not just you, but a few people in the team 396 00:26:17.420 --> 00:26:19.890 get understanding of their profile and you start forming teams that think. I like 397 00:26:21.410 --> 00:26:25.690 and I think that sense. I wasn't planning to plug a company here, 398 00:26:26.089 --> 00:26:29.250 is it? Yeah, I was a more thinking about the term. Think. 399 00:26:29.289 --> 00:26:33.119 I like in the sense that sometimes, for some tasks, it's better 400 00:26:33.160 --> 00:26:37.119 to have teams that are really showing a reality as close as possible, and 401 00:26:37.240 --> 00:26:40.759 sometimes not so. If you're in a creative team and you want to generate 402 00:26:40.799 --> 00:26:44.759 ideas, you want multiple brains that think very differently. If you're a filolity 403 00:26:45.359 --> 00:26:48.589 cow pit stop, the job is to replace the tires as fast as possible. 404 00:26:48.789 --> 00:26:52.109 You want brains that one person thinks about the need for a screw driver, 405 00:26:52.190 --> 00:26:53.670 the other guy all the putting his hands, so I think, and 406 00:26:53.710 --> 00:26:57.109 then you want the brains that are most similar. I think it's important to 407 00:26:57.589 --> 00:27:00.460 send yourself, not to because not just because you can make you better, 408 00:27:00.660 --> 00:27:06.500 but you can hire team or create a meetings that generate the outtimes that you 409 00:27:06.579 --> 00:27:10.740 want and it makes things out easier if you can say something and you not 410 00:27:10.900 --> 00:27:15.019 the other person understand it the same way and you're not setting to a point 411 00:27:15.099 --> 00:27:17.490 and kind of getting the thing that can start the saying hi, yeah, 412 00:27:17.529 --> 00:27:23.210 I point to points a business having so many similarly similarities to sports team. 413 00:27:23.289 --> 00:27:27.009 So I grew up playing sports and, you know, we we have a 414 00:27:27.049 --> 00:27:30.680 lot of athletes that I've hired over the years at the start ups and they 415 00:27:30.759 --> 00:27:33.960 tend to do very well and generally they know their position right. So you 416 00:27:34.000 --> 00:27:37.559 can kind of you can kind of think about, okay, we're what position 417 00:27:37.599 --> 00:27:40.519 are they going to play with in this business and very, you know, 418 00:27:40.640 --> 00:27:44.470 amazing and some of the best sports teams in the world. If you watch 419 00:27:44.630 --> 00:27:47.910 the last dance with you the story of Michael Jordan and the Bulls, it's 420 00:27:47.950 --> 00:27:51.470 a perfect example, you know, to where if people didn't fit within the 421 00:27:51.549 --> 00:27:55.309 system that Michael had set up and that you know that fill it set up, 422 00:27:55.589 --> 00:28:00.660 ultimately they they would be out or ostracize suits a level that they would 423 00:28:00.660 --> 00:28:03.619 not be even a part of the team and a part of that group that 424 00:28:03.859 --> 00:28:07.380 that was able to function at such a high level and I look at I 425 00:28:07.420 --> 00:28:11.460 look at business is the same way and I think really truly, when you 426 00:28:11.579 --> 00:28:17.130 look at knowing yourself, knowing your direct reports, the people you're hiring into 427 00:28:17.170 --> 00:28:22.569 the company, and then your target audience of who you're producing this this content, 428 00:28:22.970 --> 00:28:26.599 for this product, for all of those things have scientific background. All 429 00:28:26.680 --> 00:28:32.160 of those things you need to be scientific in the way that you approach them. 430 00:28:32.240 --> 00:28:36.720 You need to approach them understanding yourself, understanding your peers, understanding what 431 00:28:36.880 --> 00:28:40.960 makes them tick, what your customers care about when they want to receive communication, 432 00:28:41.200 --> 00:28:42.829 what they want to receive in the communication. What type of technology are 433 00:28:42.829 --> 00:28:47.430 they looking to bring on to solve the problems? How big is the market? 434 00:28:47.630 --> 00:28:51.190 How many people are thinking about this problem? So all of these components 435 00:28:51.190 --> 00:28:56.380 are kind of drawn into the the final stance of this business and how to 436 00:28:56.500 --> 00:29:02.420 create a great, very valuable business for your shareholders. So that's truly what 437 00:29:02.500 --> 00:29:06.859 I think about on a daily basis and I think for everybody that's listening today. 438 00:29:07.299 --> 00:29:10.250 You know, I certainly had an awesome time talking to you, doctor 439 00:29:10.289 --> 00:29:14.329 serve that this this is like one of my my passions. When I think 440 00:29:14.369 --> 00:29:17.809 about, you know, how to solve problems. We need to think about 441 00:29:17.849 --> 00:29:21.849 it scientifically. We need to understand how people think and how people behave. 442 00:29:22.410 --> 00:29:26.640 In certainly think like laboratories is doing that at the the personal development team development 443 00:29:26.720 --> 00:29:30.960 side of things and and we're also trying to solve that here a post soul 444 00:29:32.039 --> 00:29:36.119 on the actual physical objects and what people are sending. So I'd love to 445 00:29:36.160 --> 00:29:37.519 get, while we while we're kind of tying everything up here, I'd love 446 00:29:37.559 --> 00:29:42.509 to get three takeaways from you that you'd like the listeners to to take away 447 00:29:42.509 --> 00:29:48.349 from then on on on your research and marketing practices. So here's a concrete 448 00:29:48.430 --> 00:29:52.900 one in one minute. I think a neur o sciences you to stay and 449 00:29:52.099 --> 00:29:59.420 it's having to have footing in throughs. It's probably tech and went to Hollywood 450 00:29:59.420 --> 00:30:02.140 and now it's although in just three and the surfectage goods and be to be 451 00:30:02.380 --> 00:30:04.700 stalking to use it for the individual level. I think it's going to be 452 00:30:04.779 --> 00:30:10.369 part of our lives. So my encouraging message to every person who's listening to 453 00:30:10.490 --> 00:30:14.769 that or watching us is that it's a good idea for you to keep your 454 00:30:14.769 --> 00:30:17.809 fingers on the boots. I don't think you should immediately Russian use that if 455 00:30:17.849 --> 00:30:19.970 you don't think it's that event of business. So if you immediately should kind 456 00:30:19.970 --> 00:30:25.920 of allocate up some of your budgets to doing instead of focus books neuroscience measures 457 00:30:26.000 --> 00:30:29.240 of the brain. But I think you should keep reading about it every couple 458 00:30:29.240 --> 00:30:32.559 of months to see what's happening out there. Is it becoming more useful for 459 00:30:32.640 --> 00:30:33.920 me? Is it relevance? Who else is using it? So you won't 460 00:30:33.960 --> 00:30:37.269 be left behind. I think that's my message as a summary for the three 461 00:30:37.710 --> 00:30:41.869 events. If you had is that you saw by now the power of debt 462 00:30:42.470 --> 00:30:48.069 and most of the power emerging the last five years. It didn't exist not 463 00:30:48.230 --> 00:30:51.380 long ago. So at me it's moving very, very fast and I think 464 00:30:51.420 --> 00:30:55.059 that everyone in the business would should not be complacent not know about it. 465 00:30:55.140 --> 00:30:59.299 It should just know enough to keep understanding that it's there. And I give 466 00:30:59.299 --> 00:31:03.140 you a full specific kind of waste and off its relevant to you. One 467 00:31:04.009 --> 00:31:08.410 is it cheaper. So for whatever way you get data but your customers, 468 00:31:08.450 --> 00:31:11.769 for example, about yourself, you can either do it by asking questions, 469 00:31:11.809 --> 00:31:15.130 running service like in data all by looking at their brain. If at some 470 00:31:15.250 --> 00:31:19.880 point getting data from the brain is cheaper than getting it by asking questions, 471 00:31:19.920 --> 00:31:22.880 abot running surveys, that's a one flag and says, okay, it's going 472 00:31:22.960 --> 00:31:26.759 to get to stop using our science. Yeah, is it faster? So 473 00:31:26.920 --> 00:31:29.359 right now the speed to collect, they that using a focus wip in the 474 00:31:29.359 --> 00:31:30.319 speed of the get that using your a science of affly the same time. 475 00:31:30.559 --> 00:31:33.829 But at some point I think brains are going to big faster, like it 476 00:31:33.910 --> 00:31:36.789 will just happens with aniously, you will just wear something while watching the Super 477 00:31:36.829 --> 00:31:38.750 Bowl and you're going to get a nice of the ads that were popular at 478 00:31:38.829 --> 00:31:41.470 the tent at the end of the event without the need to another analyze anything. 479 00:31:41.549 --> 00:31:45.430 So when it becomes faster, definitely there accuracy. If it if it's 480 00:31:45.470 --> 00:31:49.420 giving you more accurate dictors, then your other Mesics, that's a good time 481 00:31:49.420 --> 00:31:53.819 to move a it's already the case for a marketing data. When we ask 482 00:31:53.859 --> 00:31:57.059 people question the surveys, usually they are very, very bad in telling us 483 00:31:57.059 --> 00:32:01.650 about their future. And you should marketing data from marketing research is questionable. 484 00:32:01.970 --> 00:32:05.690 There are science doesn't ask anything. It looks at the brain and it knows 485 00:32:05.730 --> 00:32:08.250 what really it's hard effake the brain. So AC caure see, I guess, 486 00:32:08.410 --> 00:32:13.329 is critical. Then here's one kind of big not to ner science, 487 00:32:13.329 --> 00:32:15.119 which is doing a much better job in being accurate. And the fourth one 488 00:32:15.359 --> 00:32:19.400 do you kill about things you cannot get by asking. So if you want 489 00:32:19.400 --> 00:32:23.200 to know at what point did the person get angry, it's really happy to 490 00:32:23.640 --> 00:32:27.559 reflect on that. We have to say this word that you said was the 491 00:32:27.599 --> 00:32:29.720 one that's come and get me upset, and that's when I can brew the 492 00:32:29.759 --> 00:32:34.190 entire negotiations. People would say I felt bad in the meeting or I didn't 493 00:32:34.190 --> 00:32:37.109 like but, but Nour science can tell you exactly when things are building up 494 00:32:37.349 --> 00:32:42.430 negatively and you can stop right then. But you can say this person is 495 00:32:42.589 --> 00:32:46.579 not in an unable to understand when you use this language. Use something else 496 00:32:46.940 --> 00:32:51.339 for him to understand better. And those things people are not able to tell 497 00:32:51.339 --> 00:32:52.940 you, they don't tell you. Talk to me like this, not like 498 00:32:52.980 --> 00:32:57.779 that, then I would understand. They just understand in our science many times 499 00:32:58.099 --> 00:33:00.170 is really that. So I forget they Altho I use the that say. 500 00:33:00.250 --> 00:33:04.970 You'd see, for it is a faster, more direct here and gives you 501 00:33:05.089 --> 00:33:07.849 things you cannot get by asking. When any of those things is really important 502 00:33:07.849 --> 00:33:10.930 for you, and there are sciences doing a better job than just asking, 503 00:33:12.210 --> 00:33:15.440 you should start using their own science. That's my conclusions for the last week 504 00:33:15.680 --> 00:33:19.079 meetings. Well, folks, you here, her here, and thank you 505 00:33:19.240 --> 00:33:22.000 so much, Dr Sir, for joining us today. Once again, this 506 00:33:22.119 --> 00:33:29.109 has been beautib growth on America stonic postal dial and thank you so much for 507 00:33:29.269 --> 00:33:30.390 your time to day, sir. I really thank you. Thank you for 508 00:33:30.470 --> 00:33:37.309 listening. This episode is brought to you by postal di IO. Postal is 509 00:33:37.349 --> 00:33:40.539 a sales and marketing platform that helps you book meetings, move deals forward and 510 00:33:40.660 --> 00:33:45.339 retain customers through direct mail and gifting automation. It's no wonder postals one of 511 00:33:45.339 --> 00:33:49.779 the fastest growing companies in the US, with over a hundred customers in its 512 00:33:49.819 --> 00:33:53.900 first three months. Try Postal Free for fifteen days by visiting postal dot ioh 513 00:33:54.059 --> 00:34:00.529 and clicking the tribe for free button today. For the longest time I was 514 00:34:00.569 --> 00:34:04.769 asking people to leave a review of BB growth in apple podcasts, but I 515 00:34:04.890 --> 00:34:08.849 realize that was kind of stupid because leaving a review is way harder than just 516 00:34:09.000 --> 00:34:13.800 leaving a simple rating. So I'm changing my tune a bit. Instead of 517 00:34:13.840 --> 00:34:15.480 asking you to leave a review, I'm just going to ask you to go 518 00:34:15.599 --> 00:34:20.960 to baby growth and apple podcasts, scroll down until you see the ratings and 519 00:34:21.039 --> 00:34:23.349 review section and just tap the number of stars you want to give us, 520 00:34:23.750 --> 00:34:29.030 no review necessary, super easy and I promise it will help us out a 521 00:34:29.269 --> 00:34:31.829 ton. If you want to copy on my book content base networking, just 522 00:34:31.909 --> 00:34:36.030 shoot me a text after you leave the rating and I'll send one your way. 523 00:34:36.349 --> 00:34:38.820 Text me at four hund seven for and I know three and three, 524 00:34:39.260 --> 00:34:39.619 two eight