The Divided Brain
Language: English
Published by Larche Communications Inc., 2025
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 20.87
Quantity: 2 available
Add to basketItem description from seller
nach der Bestellung gedruckt Neuware - Printed after ordering - Decoding How We ThinkThis isn't just a book about branding-it's a guide to the hidden operating system behind human behaviour.The Divided Brain introduces a simple yet powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems-the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the constant tension between these two mental gears.Once you learn to spot which brain is in control, the fog lifts. What once seemed irrational becomes understandable. Sudden client reversals, hesitations in sales calls, or why one brand sticks while another flops-it all starts to make sense.Blending behavioural science with decades of real-world brand strategy, this book offers a practical lens for decoding people-not in theory, but in boardrooms, campaigns, workshops, and high-stakes conversations. Whether you're building a business, leading a team, or trying to craft messages that move people, you'll learn how to speak to the deeper instincts that actually drive decisions-because logic alone rarely wins hearts or wallets.By the final chapter, you won't just understand how the brain works-you'll be using that insight to lead smarter, connect deeper, and build brands that truly resonate. The Divided Brain is your field guide to what really moves people. If you've ever tried to make sense of what doesn't make sense, start here. …
Seller Inventory # 9781069411006
- Title
- The Divided Brain
- Author
- Paul Larche
- Publisher
- Larche Communications Inc.
- Publication year
- 2025
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 1069411000
- ISBN 13
- 9781069411006
- Item weight
- 312 grams
- Dimensions
- 203x127x16 mm
The Divided Brain helps marketers, founders, sales leaders, communicators, and brand builders understand the consumer behaviour behind attention, trust, memory, hesitation, and choice.
Paul Larche’s practical Old Brain / New Brain framework explains why better facts rarely fix a message that does not feel right first. The Old Brain moves quickly. It looks for safety, familiarity, emotional relevance, and friction. The New Brain explains, compares, and rationalizes. When business communication speaks only to the rational brain, people may understand the message and still fail to act.
This book is for people responsible for moving decisions in the real world: building brands, selling ideas, leading teams, shaping offers, presenting change, and earning trust before asking for action.
Inside, you will find a practical way to think about:
• why people notice some messages and ignore others;
• why customers hesitate even when the case is logical;
• why trust forms before the argument is complete;
• why memory matters more than information volume;
• why brands become easier or harder to choose;
• why sales, leadership, and communication often fail at the first emotional hurdle.
The Divided Brain is not about adding more information. It is about making communication work with the way people actually choose.
For marketers, founders, sales leaders, consultants, brand strategists, and business leaders, it offers a clearer language for the behaviour behind buying decisions, brand trust, sales friction, and human action.
If you need people to notice, trust, remember, choose, and act, The Divided Brain helps you understand the brain your message must reach first.
"Synopsis" may belong to another edition of this title.
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