All right, welcome to another book of the day.

Show today I've got an awesome guest, Jim Davies, author of one of my favorite books,

Riveted, that science of why jokes make us laugh, movies make us cry,

and religion makes us feel one with the universe.

You know, one of the things that I've found as an investor and entrepreneur

to be almost the limiting factor for everybody trying to do big thing is,

can you attract attention and keep attention?

Because, you know, there's that old saying, you know, if a tree falls in the woods,

and no one's there doesn't make a noise, and I always say the answer is,

who cares, right?

If there's no one paid attention to what you're doing,

it doesn't matter how great your idea or how great your intentions are.

So, Jim, thanks for being, take it some time for us today.

My pleasure.

So, I would like to be just to come and jump in to, I always start with dessert here.

So, I don't know if it's my favorite part of the book,

but it's something that I found fascinating.

And I once read this somewhere else, but you talk about,

psychologists, Hank Davis, and Lindsey McLeod conducted a large study

that asked people to sort news stories, published between 1700 and 2001,

into classification, and the 12 categories that emerged corresponded to the things

we have evolved to find it for.

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