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Your Old Brain Is At War With Its New One The Divided Brain From Paul Larche · Arroe Collins Like It's Live

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  Speaker 1: Hey, if you're digging podcasts listening, you need to check
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  Speaker 1: out Arrow dot net, arr Oe dot net. It's twenty
• 0:06
  Speaker 1: different podcasts for you to choose from. One of the
• 0:09
  Speaker 1: biggest ones that Voice. I've spent the past ten years
• 0:12
  Speaker 1: with those on NBC's The Voice, those interviews from the
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  Speaker 1: early days and now watch them grow forward. That Voice
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  Speaker 1: only on Aro dot net, ar r Oe dot net.
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  Speaker 1: Enjoy your exploration. My god, Paul, You've got something here
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  Speaker 1: that is so much the conversation that people need to
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  Speaker 1: have because you're opening up the imagination because there's so
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  Speaker 1: many people that are in question right now. They don't
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  Speaker 1: know what to do, and nobody but you is willing
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  Speaker 1: to talk about it.
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  Speaker 2: Well, thank you.
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  Speaker 1: How did you jump into this pool of creativity in
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  Speaker 1: the way that it's like because it's no longer about Paul,
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  Speaker 1: it's about those that are around him and those that
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  Speaker 1: pick up the book and trying to figure out what
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  Speaker 1: a divided brain is all about.
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  Speaker 2: Well, the whole concept of the divided brain metaphor is
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  Speaker 2: relatively recent in terms of me putting the book out
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  Speaker 2: a year ago, but it's based on forty five years
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  Speaker 2: of practical experience into human behavior. And why people make
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  Speaker 2: the decisions that they make.
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  Speaker 1: Buts see, I'm so fascinated with human behavior. In fact,
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  Speaker 1: I call myself a silent watcher. I'm that guy that'll
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  Speaker 1: go and just watch people and then try to predict
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  Speaker 1: what their next move is going to be. It is
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  Speaker 1: a very fun game to play.
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  Speaker 2: Well. I mean, there's certain you know, leavers that will
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  Speaker 2: give you pretty predictable results if you understand again the
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  Speaker 2: basic tenets of human behavior. But what the divided brain
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  Speaker 2: is is for people that are again not neuroscientists or
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  Speaker 2: haven't studied evolutionary psychology these types of things, it's more
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  Speaker 2: of a hack or a shortcut to understand. And basically
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  Speaker 2: in the book, just position our brain as two parts.
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  Speaker 2: That's why it's called the divided brain. But I'm not
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  Speaker 2: referring to the you know, the left right brain that
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  Speaker 2: a lot of people think of when they think of
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  Speaker 2: the brain being split into two. I'm doing it more
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  Speaker 2: from an age perspective that we have one part of
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  Speaker 2: our brain that I called the old brain, and a
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  Speaker 2: lot of that wiring has been with humans but also
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  Speaker 2: with pretty much the entire animal kingdom, going back just
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  Speaker 2: about a half billion years to lizards, and that's why
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  Speaker 2: some people refer to that part of the brain as
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  Speaker 2: the lizard brain, because we share a lot a lot
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  Speaker 2: of that DNA, and that old brain is pretty much
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  Speaker 2: what drives most of our decisions. We also have what's
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  Speaker 2: called a new brain, which is the neo cortex, and
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  Speaker 2: that's relative, you know, from a evolutionary point of view,
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  Speaker 2: it's fairly recent, and that's where we'll rationalize things and
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  Speaker 2: use logic, but it's not our defact mode. The old
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  Speaker 2: brain pretty much runs of the show. And when people
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  Speaker 2: understand that, and they understand that that's how our decisions
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  Speaker 2: are made, then they get to understand human behavior a
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  Speaker 2: little bit more and understand why we make some decisions
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  Speaker 2: that we make and why some of them might seem
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  Speaker 2: irrational sometimes.
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  Speaker 1: Well that word rational, I mean, do people even understand
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  Speaker 1: what that word is anymore? Because it seems like we
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  Speaker 1: are the generation effect On iHeartRadio today, I said that
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  Speaker 1: we are the missing generation because it seems like we
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  Speaker 1: don't want to participate with anything unless it has to
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  Speaker 1: do with whatever I can get and gain right now.
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  Speaker 1: And so then in sharing a conversation with you, it's like,
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  Speaker 1: wait a second, maybe we need to be listening to
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  Speaker 1: the other sides of what's going on here.
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  Speaker 2: Well, again the brain. This is well documented in the
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  Speaker 2: book with a lot of science. But again we make
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  Speaker 2: decisions primarily from the old brain first, at a for
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  Speaker 2: the most part subconscious level, and this is built into
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  Speaker 2: us from an evolutionary point of view, for basically what
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  Speaker 2: was surviving and reproduction that the old brain is constantly
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  Speaker 2: looking for for threats but also opportunities, and our decisions
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  Speaker 2: are driven quickly by the old brain, and then the
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  Speaker 2: new brain will engage the logical part of our brain,
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  Speaker 2: but usually it's the facto mode is to rationalize the
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  Speaker 2: decision that we make, and that's why often we can
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  Speaker 2: look at our closets or you know, whatever we might
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  Speaker 2: have where we collect a lot of things and be
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  Speaker 2: able to rationalize to ourselves why we have all of
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  Speaker 2: those things, even though you know, from somebody looking on
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  Speaker 2: the outside in might go that doesn't seem to make
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  Speaker 2: any rational sense. I use in the book that I'm
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  Speaker 2: an amateur guitar player and play in a band, but
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  Speaker 2: I have several guitars. I have thirty seven guitars in fact,
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  Speaker 2: and I can rationalize why I have all of those
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  Speaker 2: even though somebody from the outside looking in can say,
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  Speaker 2: how do you how would you need you know, or
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  Speaker 2: want that many guitars. A guitar is a guitar. Well,
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  Speaker 2: we can rationalize anything. That new brain can rationalize anything
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  Speaker 2: if you just let it do its thing, and it's
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  Speaker 2: really like a press secretary it you know, it'll just
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  Speaker 2: basically your old brain is the CEO and your new
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  Speaker 2: brain is the press secretary that will rationalize anything that
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  Speaker 2: the old brain decides to do. And that that is
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  Speaker 2: really the fact the way our brain works, and and
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  Speaker 2: and it's it's served us well through through revolution and
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  Speaker 2: then got us to where we are today. But in
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  Speaker 2: the modern world today, where you know, we're not necessarily
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  Speaker 2: concerned as much for things like survival or where next
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  Speaker 2: meal is going to come from, or you know, do
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  Speaker 2: we have shelter, or you know, is our life being threatened?
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  Speaker 2: These things are just not things that most people are
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  Speaker 2: facing on a day to day uh, you know, going
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  Speaker 2: in and out of how we just you know, go
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  Speaker 2: through our lives. But those things are still very much present.
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  Speaker 2: And if people can understand that, then they can position
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  Speaker 2: their their messages and how they talk to you know,
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  Speaker 2: either their clients, or they're pushing a product or services,
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  Speaker 2: or even the way we talk amongst you know, our
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  Speaker 2: family and friends is to understand those leavers, and then
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  Speaker 2: you can understand why sometimes we make certain decisions and
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  Speaker 2: also how to you know, how to maybe give sober
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  Speaker 2: second thought to some of those decisions.
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  Speaker 1: See, this is every bit the reason why I do
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  Speaker 1: a defragged journal, and I've been doing it since twenty
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  Speaker 1: seventeen plus I've been a daily writer since nineteen ninety four.
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  Speaker 1: It's because I do break it down. I do want
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  Speaker 1: to rationalize everything. I want to have answers I want
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  Speaker 1: to be able to. But the thing about it is, though,
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  Speaker 1: is that when I go out there and talk to
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  Speaker 1: the everyday average person from a sixteen year old up
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  Speaker 1: to a ninety year old about the survival that we
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  Speaker 1: need to put ourselves into in these modern times because
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  Speaker 1: we don't know what's going to happen inside the next hour,
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  Speaker 1: everybody just goes stop stop, and nobody wants to deal. Dude,
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  Speaker 1: they really don't, but they're going to be seeking hell
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  Speaker 1: if something really goes wrong.
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  Speaker 2: No, absolutely, And again in the book, I get into
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  Speaker 2: many parts of how you know the new brain and
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  Speaker 2: the old brain work. But our old brain really is
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  Speaker 2: it's a it's a marvel of evolution in the way
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  Speaker 2: it keeps us going. And again it's making you know,
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  Speaker 2: snap decisions, often many at the same time. At a
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  Speaker 2: subconscious level. It's doing everything from keeping us breathing, to
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  Speaker 2: you know, thinking about where next meal is going to
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  Speaker 2: come from, to you know, moving our muscles and arms
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  Speaker 2: and all of these things that are happening at a
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  Speaker 2: subconscious level. But it's also just scanning the environment where
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  Speaker 2: and looking for threats and opportunities and making snap decisions
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  Speaker 2: on that that again, the new brain will more often
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  Speaker 2: than not just rationalize. And that's why often we can
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  Speaker 2: get stuck in loops that don't seem to make sense
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  Speaker 2: until we really decide that we're going to disengage that
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  Speaker 2: new brain from the old brain. And which I do
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  Speaker 2: you know, I call it, you know, pressing the clutch
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  Speaker 2: in the book uh and and and engaging a little
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  Speaker 2: bit of critical thinking to say, listen, was the decision
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  Speaker 2: I just made or what you know, the information I
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  Speaker 2: was just given? Could there you know, could there be
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  Speaker 2: any motives behind that that might not fit with what
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  Speaker 2: I'm trying to accomplish.
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  Speaker 1: So does the new brain like this AI technology because
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  Speaker 1: I can't stand it. All it wants to do is
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  Speaker 1: just repeat, repeat, repeat, repeat, And I think my old
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  Speaker 1: brain is just getting upset with me for for relying
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  Speaker 1: on it.
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  Speaker 2: Well, I mean listen, I mean AI is here to
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  Speaker 2: stay and it's only going to get better. But what
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  Speaker 2: I talk about in the book when it comes to
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  Speaker 2: AI is that AI is you know, because it's it's
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  Speaker 2: rooted in a lot of you know science that's being
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  Speaker 2: built into it through you know, large language models. It
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  Speaker 2: understands that we have an old brain and a new brain.
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  Speaker 2: It understands that it can, through certain algorithms, particularly in
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  Speaker 2: social media, very much sway our opinions and our thoughts
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  Speaker 2: just by getting feedback from us through how we interact
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  Speaker 2: with for example, any type of social media. As soon
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  Speaker 2: as you hit a like or a dislike or frankly,
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  Speaker 2: you don't even have to do that. It can tell
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  Speaker 2: when you stop somewhere, when you're scrolling through you know, feeds,
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  Speaker 2: and you stop and read something, it understands that's something
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  Speaker 2: triggered in you to pay attention to that, and then
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  Speaker 2: it can build on that, and it understands you know
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  Speaker 2: through either you know, you know, sometimes sometimes what it's
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  Speaker 2: trying to do may not necessarily be in your best interest,
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  Speaker 2: but it's going to play. And we're getting played today
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  Speaker 2: a lot. And until we really understand how that that
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  Speaker 2: new brain and old brain work and we can disengage
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  Speaker 2: them and give some sober second thoughts to some of
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  Speaker 2: the things that we're doing, we'll just keep on getting played.
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  Speaker 2: And AI is getting so good at that that it's
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  Speaker 2: it's hard to see it today.
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  Speaker 1: All Right, Paul, don't move because I want to cover
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  Speaker 1: that subject right there up next, because I really want
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  Speaker 1: to bring in the subject of Taylor Swift into this conversation.
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  Speaker 1: We'll be back with Paul larsh. The name of the
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  Speaker 1: book is the Divided Brain. It's how we're programmed, it's
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  Speaker 1: how we're trusting, it's how we're decision making. And I've
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  Speaker 1: always believed that Taylor Swift does play a role in this.
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  Speaker 1: And I know this is going to get a lot
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  Speaker 1: of Swifty fans really kind of knocking on my heart,
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  Speaker 1: But I do believe that she is not one of
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  Speaker 1: the greatest performers of all time. I do see her
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  Speaker 1: as being part of this branding trust decision making. This
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  Speaker 1: book has really helped me understand the process. You make
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  Speaker 1: it so simple to jump into this and physically get involved.
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  Speaker 2: Well, thank you, thank you. I mean that's what it
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  Speaker 2: was designed to do. I mean, we used it in
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  Speaker 2: our companies over several years to from as a marketing
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  Speaker 2: tool to help understand how we can get messages across
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  Speaker 2: for our clients. But it's turned into more than that
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  Speaker 2: today and it's it's it's really landed well. And that's
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  Speaker 2: why I think the book has been well received and
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  Speaker 2: has won a couple of awards. And uh is just
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  Speaker 2: you know, resonating with people.
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  Speaker 1: So when it comes to selling an idea, when it
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  Speaker 1: comes to the Divided Brain, is it one of those
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  Speaker 1: things where you need to train yourself to listen to
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  Speaker 1: the entire story first before you react. Or is the
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  Speaker 1: divided Brain saying I'm going to write that for you
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  Speaker 1: and then we're gonna we're going to make sure that
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  Speaker 1: that Because everybody's concept and and interpretation is so much different.
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  Speaker 1: And yet when you're selling something, what how is it
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  Speaker 1: that you you're able to get in there and make
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  Speaker 1: things move.
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  Speaker 2: Well again, it ties back to what we just said,
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  Speaker 2: the way AI is playing us is that it knows
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  Speaker 2: that if you the lever is emotion, you know, we're
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  Speaker 2: we are we are feeling, machines that think, we are
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  Speaker 2: not thinking machines that feel. And if people and understand that,
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  Speaker 2: and that's true and and and you know, the book
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  Speaker 2: backs up with science why that is and it was
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  Speaker 2: to keep it was to keep us alive and thriving
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  Speaker 2: and to the point where we're still in existence today
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  Speaker 2: and thriving is that it's constantly scouring the environment for
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  Speaker 2: threats and opportunities. And that's how decisions are made. So
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  Speaker 2: if you're trying to sell something, if you're trying to
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  Speaker 2: get a message across, you have to make sure that
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  Speaker 2: you're going to be talking to that part of the
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  Speaker 2: brain first. It's scanning to say, hey, do I trust you?
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  Speaker 2: Are you you know, come through for me? Or are
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  Speaker 2: you going to britp me off? These types of things
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  Speaker 2: are all things that are going on in the old
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  Speaker 2: brain at a subconscious level. And until the old brain
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  Speaker 2: feels that you know it's safe to move forward on
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  Speaker 2: your product or service, whatever you're trying to sell, it'll
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  Speaker 2: be it'll it'll be very hard to get to that
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  Speaker 2: next step where they're going to buy your product or service.
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  Speaker 2: But most companies, certainly I find the startups, entrepreneurs, so
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  Speaker 2: on and so forth, they're trying to sway the new
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  Speaker 2: brain first. So they're positioning with a lot of facts
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  Speaker 2: and figures and very data rich, you know, messages that
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  Speaker 2: really often the old brain doesn't respond to that because
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  Speaker 2: your old brain is just looking for very quick information.
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  Speaker 2: It's technically very lazy in the sense that because it's efficient,
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  Speaker 2: it wants quick answers, it wants to make quick decisions.
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  Speaker 2: It wants to move on because it doesn't know when
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  Speaker 2: the next threat, their opportunity is coming up. And if
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  Speaker 2: you're going to be regarding it with facts and figures,
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  Speaker 2: you'll never you'll never make that emotional connection with it.
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  Speaker 1: So what is going on when it comes to and
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  Speaker 1: maybe this is just the old guy and me being
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  Speaker 1: a curmudgeon, and I swear to god I'm not, but
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  Speaker 1: I'm seeing a lot of followers today and not enough leaders.
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  Speaker 1: And it's like, Okay, what is happening here where people
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  Speaker 1: are falling off that path? They don't want to lead
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  Speaker 1: the gang, they just want to be part of the gang.
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  Speaker 2: Well, again, that is very much part of the you know,
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  Speaker 2: how the old brain works, and that's why certain societies
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  Speaker 2: have set themselves up where you have leaders and followers,
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  Speaker 2: and also why frankly, we can become so susceptible to
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  Speaker 2: falling for a charismatic leader because the old brain feels that, oh,
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  Speaker 2: this person is going to help me thrive and survive
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  Speaker 2: and flourish, and you're not engaging the new brain to say, okay,
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  Speaker 2: are there maybe ulter your motives here or what exactly
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  Speaker 2: is going on? And then we just kind of go
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  Speaker 2: along for the ride. And the more we do that,
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  Speaker 2: because the old brain also has a lot of pride
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  Speaker 2: and it doesn't like to be told that it's wrong,
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  Speaker 2: we'll dig ourselves in and sometimes we'll hold on to
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  Speaker 2: a belief or position way beyond the point where rationally
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  Speaker 2: it makes any sense. And often, you know, people will
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  Speaker 2: look back to decisions they've made or beliefs they've had
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  Speaker 2: and look back on it and then go, what was
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  Speaker 2: I thinking? But they had to go through that process
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  Speaker 2: of engaging the new brain and looking through, you know,
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  Speaker 2: things from a more of a practical and logical position.
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  Speaker 2: And then what I try to do in the book
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  Speaker 2: is to explain why the brain does that because if
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  Speaker 2: we understand why it does it, then it's a lot
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  Speaker 2: easier for us to change it. We know that we're
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  Speaker 2: just making certain decisions based on hardware that we have
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  Speaker 2: that was frankly there for the most part to just
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  Speaker 2: keep us alive and to look out for threats and opportunities.
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  Speaker 2: And once you do that, then it becomes a lot
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  Speaker 2: clearer to be able to understand that maybe could be
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  Speaker 2: getting manipulated or played here. But also it allows us
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  Speaker 2: to communicate better with people, because if we want to
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  Speaker 2: get our message across, then we have to make sure
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  Speaker 2: that we're talking to the old brain and that we're
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  Speaker 2: talking emotion first. What's you know? How you know, can
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  Speaker 2: this person feel trusted? Can they feel that they can
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  Speaker 2: trust us? Do they feel that we're going to be
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  Speaker 2: able to, at least at the end of the day,
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  Speaker 2: help them in some way accomplish whatever goals. Consciously or subconsciously,
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  Speaker 2: they may have.
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  Speaker 1: Yeah, oh, you just hit a spot. You just hit
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  Speaker 1: me good in the gut, because that was one of
• 16:25
  Speaker 1: the things that I put into in writing as well
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  Speaker 1: as producing advertising. And the thing is is that then
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  Speaker 1: the people that own the company look at me and say,
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  Speaker 1: I don't need your passion, I don't need your drive,
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  Speaker 1: I don't need your belief that you think that you've
• 16:38
  Speaker 1: got art here. I just need you to cut a
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  Speaker 1: commercial and get it on the air. And it's like,
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  Speaker 1: oh my god, because that and that's what a lot
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  Speaker 1: of people are running into. You. Listen, you do the homework,
• 16:49
  Speaker 1: you build that relationship up, you do everything you're supposed
• 16:52
  Speaker 1: to do to have someone come along. And your next
• 16:54
  Speaker 1: choice is either follow the company or try to build
• 16:57
  Speaker 1: a campaign for a client. I mean, you've got to
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  Speaker 1: be seen the same exact thing, dude.
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  Speaker 2: No, no, for sure. Again, the one takeaway I try
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  Speaker 2: to get people to remember is that decisions are decisions
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  Speaker 2: for the most part, almost all of them are made
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  Speaker 2: in the old brain first, even though we're not consciously
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  Speaker 2: aware of it. And again there's a lot of science
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  Speaker 2: to back this up, but it's being very well documented,
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  Speaker 2: studied through neuroscience and you know, evolutionary psychology and behavioral economics.
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  Speaker 2: You know, this is this is why you know the
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  Speaker 2: stock market, for example, is run it's it's an emotional machine.
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  Speaker 2: It's run by fear or opportunity. And to this day,
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  Speaker 2: if anybody could predict what the stock market does, they
• 17:45
  Speaker 2: would obviously be very wealthy, and the few that do
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  Speaker 2: are wealthy. But most people, most people can't predict it.
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  Speaker 2: And and that's because it's it's being run, you know,
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  Speaker 2: through emotion.
• 17:57
  Speaker 1: I got to ask you this before we check out,
• 17:59
  Speaker 1: and that is is it? I think that our worst
• 18:01
  Speaker 1: enemy today is not another country, it's not another leader.
• 18:04
  Speaker 1: It's time. It's time. I don't understand why the brain
• 18:07
  Speaker 1: does not recognize time these days, because it's still twenty
• 18:10
  Speaker 1: four hours on a clock, it's still sixty ticks to
• 18:12
  Speaker 1: make one minute. But that yet the brain is just
• 18:14
  Speaker 1: for some reason tuning out and in a day happens
• 18:18
  Speaker 1: in the blink of an eye. What is it with
• 18:20
  Speaker 1: time in our brain?
• 18:24
  Speaker 2: Well, again, I think you know, there was through much
• 18:27
  Speaker 2: of our evolution, time wasn't really on our radar because
• 18:31
  Speaker 2: we you know, time was like you know, just think
• 18:36
  Speaker 2: of you know, your pet, for example, that your pet
• 18:39
  Speaker 2: has no idea what time is. It doesn't know how
• 18:41
  Speaker 2: long it's going to live. It doesn't even know what
• 18:42
  Speaker 2: death is, so it doesn't it doesn't, you know. But
• 18:46
  Speaker 2: the rational part of the fact that our neocortex, the
• 18:49
  Speaker 2: new part of our brain, has evolved enough for us
• 18:51
  Speaker 2: to be able to understand that, you know, we are
• 18:55
  Speaker 2: on this earth for a finite amount of time, and
• 18:59
  Speaker 2: that only you know, that only happens if you stay healthy,
• 19:02
  Speaker 2: for example, I mean, you know, but because you're right,
• 19:07
  Speaker 2: if we if we can understand that we're we're you know,
• 19:11
  Speaker 2: most well, none of the animal kingdom can that that
• 19:15
  Speaker 2: it is a precious commodity, that we only have a
• 19:18
  Speaker 2: certain amount of time. And depending on the point of
• 19:21
  Speaker 2: life that you're at, if you're young, you should be
• 19:23
  Speaker 2: exploring and trying different things. But in your you know,
• 19:26
  Speaker 2: the middle part of your career, that's where you've got
• 19:28
  Speaker 2: to be making some money and putting money away, and
• 19:32
  Speaker 2: because before you know it, you're going to be an
• 19:34
  Speaker 2: old guy like me and in your sixties, and then
• 19:37
  Speaker 2: you know, you're going to look back and say, Okay,
• 19:39
  Speaker 2: what do I have to live on? Because time went
• 19:42
  Speaker 2: by so fast And it doesn't matter really what age
• 19:46
  Speaker 2: you're at. We usually have a set age in our head,
• 19:49
  Speaker 2: and I I, you know, in my mind, I still
• 19:52
  Speaker 2: feel like I'm in you know, I'm probably thirty years old.
• 19:55
  Speaker 2: In my head, that seemed to be when I seem
• 19:57
  Speaker 2: to have enough wisdom to you know, understand the way
• 20:01
  Speaker 2: the world works. And I've gotten wiser of course since then.
• 20:04
  Speaker 2: But that's where my my, my my head is at.
• 20:07
  Speaker 2: But I know that I'm not thirty and I don't
• 20:09
  Speaker 2: have that many years ahead of me compared to when
• 20:12
  Speaker 2: I was thirty.
• 20:13
  Speaker 1: Yeah. Yeah, Where can people go to find out more
• 20:16
  Speaker 1: about you, Paul? Because we're starting to get the imagination
• 20:20
  Speaker 1: of the reader as well as a listener. Now they're
• 20:22
  Speaker 1: going to want to dig in because that's just what
• 20:23
  Speaker 1: our brain likes to do. Right now, we'd like to
• 20:25
  Speaker 1: go get our own information. Where can they go to
• 20:27
  Speaker 1: find it?
• 20:29
  Speaker 2: Well, the best place is my website, which is Paul
• 20:32
  Speaker 2: Larsh dot com and Larsh's l A r c h
• 20:35
  Speaker 2: E so p A p a U l l A
• 20:38
  Speaker 2: r c hi dot com. And there there's information on
• 20:41
  Speaker 2: the book. You can order the book if you want it,
• 20:43
  Speaker 2: but I also have some you know, some PDFs and
• 20:46
  Speaker 2: just some basic understanding of my background. But more more
• 20:51
  Speaker 2: important what the divided brain concept is how it works.
• 20:55
  Speaker 2: And you know, people can reach out to me through that.
• 20:57
  Speaker 2: They can if they want to buy the book, that
• 20:59
  Speaker 2: would be great, but they certainly don't have to. And
• 21:03
  Speaker 2: I also speak at conferences, So if anybody wanted me
• 21:06
  Speaker 2: to come and talk at their you know, to their boot,
• 21:08
  Speaker 2: put this information there on that as well, and that's yeah,
• 21:12
  Speaker 2: that's the best place to go. But the book is
• 21:13
  Speaker 2: available pretty much at any any bookstore, and there's an
• 21:16
  Speaker 2: audio version as well.
• 21:17
  Speaker 1: Oh I love that. Well, please come back to this
• 21:19
  Speaker 1: show anytime in the future. The door is always going
• 21:21
  Speaker 1: to be open for you.
• 21:22
  Speaker 2: Paul Well, it would be my pleasure. Thank you for
• 21:25
  Speaker 2: having me. An are always a lot of fun.
• 21:27
  Speaker 1: Will you be brilliant today? Okay, you got it, Thank you.
• 21:33
  Speaker 2: Good