As a human animal, we are driven by the y. We must have a y for us to take action, for us to buy or sell. I'm reading a book about the scientific power of story telling. The author makes it very good case from looking at research that replicates that essentially all of us. Mean, you everyone, we're all confabulating unreliable narrators. And they prove it pretty well. You know, people who've had their brains split because of epilepsy, most people are left brained the derbal the or, as what the kids call it now, word cell part. They'll show a card that says, walk. And here's what just blows

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