How to Collapse the Distance Between Message and Mind

An Excerpt From My Upcoming Book

Happy Wednesday,

Most people think they make decisions with logic.
They don’t.

The truth? Every purchase, every “yes,” every late-night click is engineered before the brain ever believes it’s in control.

That’s the heartbeat of my upcoming book — The Unconscious Buying Formula.
It’s not a “marketing book.” It’s a manual for decoding why people say yes without ever realizing they’ve been moved.

Over the last decade I’ve watched billion-dollar brands, political campaigns, and scrappy startups all play the same invisible game — some masterfully, some disastrously.

The difference is always the same: who understands the unconscious, and who’s still playing to the conscious mind.

This Substack is where I’ve been testing and sharpening the edges of that formula in real time. Today’s post is another strike in that direction. Consider it a field note from the trenches — one that will land in the book, but that you’re getting early, raw, and unfiltered.

Let’s dive in.

(PS - If you’re not a paid Neuro Insider subscriber, you should be, and most will agree that this is the biggest asymmetric trade in your favor on the internet. Meaning you get wayyy more value than what it would ever cost)