Sondra Matz, a Columbia Business School professor and author of "Mind Masters," dives into the complex world of human behavior. She challenges traditional views on personality, illustrating its fluidity based on context. The discussion explores the impact of big data and algorithms, revealing both their benefits and risks. Matz also tackles the ethical concerns of psychological targeting, emphasizing the need for user protection. Ultimately, she advocates for frameworks that prioritize well-being over exploitation in our increasingly digital lives.