Gerald Zaltman

But a couple other things to know.

Gerald Zaltman, he's at Harvard Business School, he estimates that about 95% of purchasing decisions happen subconsciously.

Another neuroscientist, I thought this one was really interesting, Antonio Damasio, he studied people with damage to the emotional centers of the brain, and he found that while their logic was intact, they still struggled to make simple decisions.

I'm talking, like, whether to book an appointment on a Monday or a Tuesday, because of damage to the emotional systems.