WARNING: F-BOMB BELOW

I think I think therefore

I think I am! (I think.)
Experts in human behavior have learned that we are less
in control of our behavior than we think. This is due to the
fact that 95% of the brain activity that leads to a physical
action occurs in the subconscious. Which is to say that
most thinking isn’t really “thinking” at all.
What we typically refer to as is full of shit, for sure. Most likely, its The bottom line, as far as I can tell
“thinking” is activity that takes place name begins with “e” and ends in “go.” (sparing you all the gory neurological,
in the (don’t be afraid of this word) According to neuroscience, at the psychological and sociological inner
neocortex. This is the part of the brain end of the day, our cerebellum (reptil- workings of the human condition)
responsible for sensory perception, ian brain) is ultimately responsible for we are all social creatures who want
generation of motor commands, our behavior. The neocortex is just the (strike that) need to feel important.
spatial reasoning and language,—all one who justifies it all. Which is a dangerously simple idea.
CONSCIOUS activities which represent Scientific evidence strongly sug- Yet, one that could quite possibly
about 5% of all brain activity (the tip gests that ALL human behavior stems serve as a lynch pin in any given mar-
of the iceberg). The rest (95%) is UN- from the basic need to survive. Which keting strategy.
CONSCIOUS activity that takes place includes the needs for food, friends, It’s not an absolute, mind you. Just
deep beneath the surface level stuff farts and fucking. These are the basics. a universal truth that we should keep
we call thought. Then, of course, there are other needs in the forefront of all of our thinking.
Right now your neocortex is prob- that have been called everything from Because, once accepted as truth, the
ably throwing a tantrum. “Bullshit!” self-esteem and self-actualization to question that follows is, “How do we
(Stomps it’s synapses) “You are 100% the need for wisdom, understanding make the customer feel important?”
in control of all your thoughts and ac- and self-expression. All of which stem Then, of course, comes the question
tions.” from another very basic need: The of where to look for the answer.
Well, someone (or something) need to feel like we’re in control. (Hint: Not at the tip of the iceberg.)