making his second appearance on the podcast today is a very special guest with a name that is ironic in English but unironic in Arabic and that's Professor Gad said. He's a marketing professor at the John Molson School of Business at Concordia University known for applying

evolutionary psychology to marketing consumer behavior. You're on a blog for a long time at Psychology Today has a huge

YouTube channel, the sad truth that I've been blessed to be a guest on and saw my personal stock, a skyrocket. He was last on the Into the Possible Podcast three years ago.

We did an episode on the parasitic mind and then I carved off an episode clip where we invented what's called Sad University.

I don't know what the tuitions like at Sad University, but we're going to talk about that today

in terms of how bad universities have gotten. But today we're on for a happy subject. The sad truth about happiness. Eight secrets for leading the good life just came out published by Regnery. I've got millions of notes in Komea by Dr Jordan Peterson, our mutual friend Dr Jordan Peterson and also Jay Batacharya who's become become a dear friend to me.

Anyway, enough blathering with this introduction.

Professor Sad, how are you, my good friend?

Oh, good to be with you again.

Thank you for having me.

We're going to go deep into happiness. We're going to go into a little thermodynamics actually today.

And I know that with your mathematics background at that scourge of the Ivy League's, Cornell, you will be able to hang with that.

But the first thing I wanted to ask you is,

why do we need another book on happiness?

Our mutual friend, Dennis Prager, who we've and I believe

you and I believe that that's a real university right?

I mean I just want to make it clear for the people in the car. That's not a real university. Did you know that? Yes, we're aware of it, but we have all sorts of fake professors in the world like my favorite Professor Galloway, Scott Galloway or a professor who also wrote a happiness book or professor Dave Farina who has a bachelor's degree I believe

So anyway, get why do we need another happiness book? There's so many of them out there.

Yeah, that's a great question.

And it actually made it daunting for me to decide whether I should delve into writing

a book on happiness.

If you would have asked me three years ago on the heels of the parasitic mind coming out, what would be some of my future book projects? I would have never told you that, oh yes, the next one one is it looks like it's going to be a

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