You are listening to the 10 Minute Entrepreneur podcast with host Sean Castrina.

I'm excited about today's podcast. I have an author with with us today, but I think he

can bring so much more to the table because he's an expert in human persuasion and marketing

and wouldn't we love to be perfect at both of those as an entrepreneur marketing and persuasion.

I have obviously James Bond with me here today. He's the author of Brain Glue.

James, when I say that name, I had to catch myself. I'm like, I just read it back to you.

And I'm like, I have James Bond on my show, but I do. So obviously this was a finalist

of one of the best business books of the year. You know, what would about it allows entrepreneurs

that really helps businesses, you know, with the information that's in it?

Well, and I'm and I'm covers brain traders. It actually shows people that you can change

the title of your book or product or idea and suddenly turn it into a blockbuster. I mean,

it was originally motivated by I'm in Southern California. I've been here for, I guess, 35 years,

but I originally had an advertising agency in Montreal. And I was I won the world's biggest clients,

Kraft, Timex, Avon, Avon Laboratories, stuff like that. And then I had an opportunity to win

the anti-drug campaign in America with powerful logical reasons why you should not do drugs.

And I lost. And who do I lose to? The guys that said, this is your holding an egg saying,

this is your brain. Fract the egg into a sizzling frying pan. This is your brain on drugs. Any

questions? When I saw that, I freaked out. I like, this is emotional selling. Something I'm a

logical person. I had no idea how to do that. That was powerful. And I remember that, you know,

and say noted drugs. Exactly. I mean, it was just really powerful. Later on, I met John Gray.

John Gray was telling me how he wrote this incredible book, one of the best relationship books ever,

men, women, and relationships. But he only sold a few thousand copies. Then he got this idea,

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