Of all of the human phenomena that I've studied in my life, which is the one that has surprised me the most about human nature,

the inability of people to change their minds despite overwhelming evidence to the contrary.

Why do people double down instead of changing, even in the face of accelerating evidence of error?

I'm in the business of, you know, defending truth and

persuading people of opposing ideas, but in most of the cases, it's la-l-la, I don't want to hear it.

You know, you talk about people turning a blind eye. There are none so blind as those who will not

see. Paradoxically, what often happens, when I expose you to contrary information, it only solidifies

your position.

Because while the ostrich doesn't literally bury its head in the sand, the metaphor is very apt,

which is, I don't want to face your reality.

It's willful blindness.

It's willful blindness. It's willful blindness.

Hey, everybody.

I had a chance today to rekindle my relationship with Dr. Gad SAD, who's a professor of marketing at Concordia University in Montreal, which is a funny position to hold because marketing is a very capitalist enterprise and Concordia is a very woke institution. Anyways, Gad has been a gad fly at Concordia is a very woke institution.

Anyways, Gad has been a gad fly at Concordia for a substantial amount of time,

not least because he applies the tenets of evolutionary psychology to the analysis of human motivation.

Hence, his interest in marketing, because marketing is the study of the practical application of the analysis of motivation, right?

Gad has written a number of two in particular, a number of books, but two in particular that have struck a chord in the popular imagination.

The last one was called the parasitic mind, where he outlines his theory of the

woke mind virus, a notion that's been propagated quite extensively by none other than Elon Musk,

who's quite happy about the theory, not least because it accounts for the pathology that alienated

his son from him in a very tragic set of affairs or set of circumstances that's

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