O'Reilly logo

The Brain Sell by David Lewis

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3“I Know What You’re Thinking!”

The inviolability of the brain is only a social contract, like nudity.

Dr José Delgado, Physical Manipulation of the Brain, 1973

“I know what you’re thinking,” the young man told me. “All I have to do is attach a few electrodes to your head and I can read your mind as easily as I would a book!”

We were chatting while sipping coffee at his company’s splashy display stand in the exhibition hall of a New York hotel. A marketing conference was in progress and there was considerable interest among delegates in the new discipline of neuromarketing. Small wonder: Clients were being assured that this revolutionary form of market research would allow them to “eavesdrop” on the minds of their customers, to read their thoughts, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required