Paul Larache

What emotions can we tie in?

If it's a piece of software and it can make somebody's job more efficient, then the underlying appeal there could be on an emotional level that it's going to save you time, that you could spend that time with your girlfriend or your family.

Or it's going to help in your job, which is going to be coming back to your status.

You might be able to move up into the ranks and so on and so forth.

And then to position it through that frame, not through all the features that it has.

No, it's 90% the old brain.

It's going to be 90% emotion.

Because the one thing we didn't talk about yet is what does the new brain do?

What is this new brain with those two gears?

And the best way I can describe what the new brain does, and I wish I invented it, but it's from Jonathan Haidt and from one of his books.

And he refers to the new brain as like the press secretary.

So think of a press secretary for the president, prime minister, no matter what.

Tough job.

Their job is to justify and rationalize whatever the boss said.

And they're paid to do that.

Tough job.

And that is really the new brain's de facto mode is to basically rationalize what the old brain's decisions have made.

Now-

You can put the brakes on sometimes.

And I literally talk about putting the brakes on, hit the clutch, take the gear off so they're not connected and think things through.