Baba is a neuroscientist by training. He says 90 to 95% of human decisions are shaped by emotion and not by reason. Baba: The first thing to do is to play into the emotional brain rather than the rational brain.
In one of our most popular episodes, professor of Marketing Baba Shiv shares his research on how emotions affect decision making. Knowing this, and applying techniques to help guide our audience through information and emotion, can help us make our messages stick. In this best-of episode we've included extra footage from Matt Abrahams's conversation with Shiv from November of 2020 that touches on how to best approach writing emails.