The popular press tells us that if we understand brain basics, we will sell more – products or services, no matter. What matters is understanding insights brought to market research by neurophysiology and psychosocioimmunology. How the brain works. How the brain processes and stores information given that we take in approximately 11 million bits of information every second. So with this magnitude of information overload, how to sell to the subconscious mind? While I don’t necessarily agree with everything the author is proposing, and I am not rushing out to purchase an EEG, or fMRI, there is enough here to make the topic substantive and worth the read.