The fact is that most marketing, advertising, and branding strategies are a guessing game—and those ads that happen to meet success are considered, in hindsight, pure kismet. Until now, marketers and advertisers haven’t really known what drives our behavior, so they’ve had to rely on luck, coincidence, chance, or repeating the same old tricks all over again. But now that we know that roughly 90 percent of our consumer buying behavior is unconscious, the time has come for a paradigm shift. Earlier, I compared advertisers to Christopher Columbus gripping a simple, scribbled map of an earth he believed to be flat. Thanks to brain-scanning experiments, we’re now seeing an almost Aristotelian shift in thinking; companies are starting to realize that the world, in fact, is round. No more sailing and tacking and falling off the edge of the world and into the abyss. There is much to be learned from the science of neuromarketing. Let me give you a few examples.