Episode 4 of the Purpose Project: How decisions are really made.
When we are considering a purchase, which is just one kind of decision, we think it is a rational consideration because we hear the little voice in our heads weighing the pros and the cons. That little voice resides in your neo cortex, which is NOT where decisions are made! In this episode, we borrow Simon Sinek, author of the book Start With Why? to discuss where in the brain decisions are really made and why Purpose – and not features and benefits – resonates there so powerfully.
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