One of my favorite neuroscientists, ANGELA DUCKWORTH, author of GRIT.

“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 whirlwind of daily life, it’s easy to slip into old habits, make choices without thinking, and forget good advice. The key to changing ourselves and persuading others isn’t about working harder - but about understanding better how our brains work.

Here, pioneering neuroscientist Emily Falk introduces a new framework for understanding why we do what we do. Combining award-winning research with true stories, she reveals the hidden calculations that govern our everyday decision-making. She illuminates how our values shape our sense of self, how context, community, and culture rewire our brains, and how we can use this knowledge to create new opportunities in all areas of our lives.

Whether we want to adopt new behaviors or become more effective communicators, Falk provides practical insights into how to apply feedback, focus our attention, and sync with others.

This is the essential guide to work with our brains to achieve satisfying choices and lasting change.

Pages: 304, Year of Publication: 0410, Dimensions: 16.2x16.2cm