Paul Larache

Again, there's many case studies in the book that I talk about that reference how brands have lost tons of money just by doing a brand switch that they shouldn't have done.

I never understood that.

But often you'll note, like look at the Coca-Cola logo, for example.

I mean, you could go, that logo is 150 years old and it's still not that different.

And even Pepsi, to a certain extent, they keep these things for a long times.

It's often when you just really go and step out there that,

you'll run into, you know, issues that can really turn people off and or, you know, people don't recognize what you're up to.

So to answer your original question about, you know, how do you, you know, how do you separate yourself?

You got to be careful that you don't separate yourself too much, if that makes any sense.

Well, I do put a whole chapter in the book about that because the thing is we're for the most part already being played by AI and certainly by media, different type of media, because everything I talk about with the new brain, old brain and how the old brain works, AI already knows that.

It knows what emotions that it should be touching to connect with us.

You know, big tech, media, advertisers, politicians, they all know how the old brain works perfectly and they use it to their advantage.

And every time we click on something or we share something, we're actually helping it grow.

and reinforcing it based on that because sometimes again we're not engaging that new brain to say okay is this information i'm getting is it actually true or you know is it are these people being sincere is this product really going to do what it has to do so

the reason I talk about that now is it's only going to get worse.

I mean, AGI is around the corner.

You know, now you can do these deep fake videos that goes right to the old brain.

And if, if people don't start, you know, uh,

actually saying, you know what, I'm going to really start implementing a bit of creative or not creative, but critical thinking in what I do.

And at the end of the day or at some point in the day, I'm going to disengage the old brain from the new brain.