Paul Larache

And at the end of the day, you might come back and say, no, I feel really good with my decision.

I've vetted it, you know, my own way.

Yeah.

Uh, but, but often people who, if they, again, they can be just a little bit, uh, you know, sometimes I don't want to use the word cynical, but a little bit of skepticism.

You don't have to be the biggest skeptic in the world, but if, if,

You should seek, you know, solid reasons before you accept a claim.

Like you just shouldn't accept a claim just because somebody in your tribe that, you know, told you that.

Sometimes you got to be willing to revise, you know, your position because sometimes some new evidence, credible evidence will come out and you have to, you know, have the...

you know, the intelligence, the mental intelligence to actually be able to accept that as truth.

Well, I mean, the truth will set you free.

As soon as you're not dealing in truth, you're going down a slippery slope.

So when you're, again, your product or your service, if you're saying that it'll do things that at the end of the day, it really not necessarily gonna do, but you're just trying to get sales, that will catch up with you at some point.

It might not be right away, but it will catch up with you with some point.

You know, one of the things I talk about in the book, too, is the old brain is very tuned through evolution to be wanting to be treated fair.

And there's, again, a lot of great examples that have been done with – you can watch videos on YouTube of what they've done with monkeys in cages where they won't give them the same treat and how they –

will will consider it so unfair and i mean there's so many of these things come into play in the context that they're put into but the old brain is really good at sniffing out bullshit and uh it doesn't necessarily happen right away but you'll pick it up and i i catch it all the time i you know i was listening to an advert like a radio commercial the other day and the guy was i can't even remember what the product was but he says it only cost 20 yes 29 dollars

Well, no, it's $29.

It's not 20.

Yes, $29.

The old brain will pick up on that right away and go, okay, you're just trying to sheist me here.