In his keynote, Patrick reveals the role of the Primal Brain –the unconscious brain-- in decision making. Patrick’s NeuroMAP™ follows on the steps of Daniel Kahneman (2002 Nobel prize recipient) and Richard Thaler (2017 Nobel prize recipient) where Kahneman and Thaler named the Primal Brain the Fast Brain or System 1. In this speech, the audience will understand the complex nature of the science of persuasion yet they will leave with an easy 4 step process to maximize their probability to influence.