Paul Larache

So we were dealing with, you know, all of the advertisers you see on major league sports.

And that's where I got a lot of early exposure working with some of the best agencies in the world.

I've never been in radio in Fort Myers.

I used to come down to Dunedin, Florida to watch the Blue Jays training camp.

Just north of Clearwater?

Sure.

Exactly.

I did that for several years when I was working closely with them.

But actually, my father had a place in West Palm Beach, so I used to come here as a kid too.

Do that.

Sure.

Well, probably the best thing for me to do first is just explain the metaphor that I came up with so that people can picture it in their mind.

And then once they kind of picture this in their mind, then we can go forward and get into a bunch of different examples.

I call the book The Divided Brain because I basically am using a concept around thinking of your brain as two interconnected gears.

One of them I call the old brain.

And really, for all intents and purposes, that is every part of the brain except for our neocortex, which is the relatively new part of our brain.

So it's the brainstem, the limbic system.

And that's where our subconscious is.

And that's where...

We actually are making almost all decisions very, very fast in parallel.