ideas you come up with using your problem-solving brain — the neocortex — must be intentionally retuned for the croc brain that will receive them. - Oren Klaff

Attention will be given when information novelty is high and will drift away when information novelty is low.

The patterns he found in the brain consistently predicted whether test subjects eventually pushed a button with their left or right hand — about seven seconds before they felt they had made a conscious choice to do it.

First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets recognized as something positive, unexpected, and out of the ordinary — a pleasant novelty.