Paul Larache

It's always looking out for itself, which makes perfect sense when you think about it.

It's tribal in the sense that we need to cooperate with others to survive.

But there's other things in it, like you mentioned status and appearance, you know, that makes our old brain actually quite vain and thin skinned, but all for a good reason.

Because if it made people focus on their status and appearance and where they were in the pecking order, then they would have an opportunity to find a better mate and pass on better genes to the next generation.

So it all keeps coming back to evolution.

Okay.

Well, my marketing hat would say it would depend on what the product or service is.

In the book, I talk about there's three –

We are basically emotional machines that think.

We're not thinking machines that are emotional.

And people have to, once they grasp that, then they say, okay, if it's emotion, what emotion is driving it?

And I break the emotions into kind of three areas.

One is the heart.

which has everything to do with love, belonging, family, just as the metaphor says, the heart.

Then I talk about the gut.

And the gut really was because, again, through most of our evolution, food was scarce.

And you really went out of your way to hoard and, you know, hunter-gatherers.

to make sure that you had something for a rainy day.

Today, we never even, that doesn't even cross our mind, but it did for most of our evolution.

And then the third part is actually your genitals, your sexual reproductive organs, because that has a lot to do with status.