Paul Larache

And I'm going to start trying to think through all of these things in a logical fashion and say, hey, have they been hitting these hot buttons?

Is this triggering me to either like or dislike sometimes some of the messages that they got to get across?

A lot of the book, what I'm trying to do now is tell people that you really have to check your ego these days because we all have intellectual pride.

We all feel that we're smart and we know things, but it's going to require a lot of humility in the future in the world of AI for us to be able to separate truth from fiction.

It is so true because it's not our natural evolutionary way of thinking.

That's why I use the metaphor of the two gears because the new brain –

will go along with the old brain.

And in fact, more often than not, it'll rationalize whatever the decision is, even if it's wrong.

And in marketing, that's great because you can justify why you need 50 pairs of shoes, or you can justify why you paid 150,000 for a watch.

The new brain can rationalize that very easily.

It's the craftsmanship.

We can come up with all those rational excuses in the world.

That's all the new brain doing what the de facto mode of it is.

It's not sometimes disengaging and entering that metacognition and saying, okay, at the end of the day, do I really need this for what I thought it was for?

Or is this information I'm getting actually...

benefiting me or my tribe and looking at it through that lens.

So what I'm telling people is you have to, like you just said, embrace skepticism even a little bit.

I think everybody has to become a little bit more skeptical no matter where you are in politics or marketing or business.

The age we're entering into, especially with the amount of biases and that

AI can touch on and it can just pinpoint the exact way to get to us that we don't even understand is happening.