'One of my favourite neuroscientists ' ANGELA DUCKWORTH author of GRIT 'A leading expert in
the science of how we make decisions reveals how to make better ones' TELEGRAPH '
Intellectually penetrating and beautifully written' ROBERT CIALDINI author of INFLUENCE Our
choices shape who we are - but what determines how we make our choices? In the tumult of
everyday life it's easy to slip into old habits make choices without thinking and forget
good advice. The key to both changing ourselves and persuading others is not working harder -
but better understanding how our brains work. Here pioneering neuroscientist Emily Falk
introduces a new paradigm for understanding why we do what we do. Blending award-winning
research with real-life stories she reveals the hidden calculations that control our daily
decision-making. She illuminates how our values shape our sense of self how status community
and culture rewire our minds and how we can use this knowledge to create new opportunities in
all areas of our lives. Whether we want to embrace new behaviours or become more effective
communicators Falk offers practical insights on how to apply feedback focus attention and get
in sync with others. This is the essential guide to working with your brain to achieve
fulfilling choices and lasting change.
