As children we are taught not to play with fire, not how to play with fire. - Steven Kotler

Flirting has to be the original form of guerrilla marketing, from back before markets even existed.

brainwaves slow from agitated beta to daydreamy alpha and deeper theta. Neurochemically, stress chemicals like norepinephrine and cortisol are replaced by performance-enhancing, pleasure-producing compounds such as dopamine, endorphins, anandamide, serotonin, and oxytocin.

mindset impacts emotion, which alters biology, which increases performance. Thus, it seemed, by tinkering with mindset — using everything from physical to psychological to pharmacological interventions — one could significantly enhance performance.