“The human brain….just think about this problem for a second. Here is a lump of flesh, about three pounds, which you can hold in the palm of your hand. but it can contemplate the vastness of interstellar space.” -Villayanur Ramachandran, neuroscientist

You don’t often think about your brain. You use your brain to think about everything else but that “lump of flesh” doing the thinking. And that’s how it should be most of the time, at least for us non-neuroscientists.

But for now, let’s do think about why thinking should matter so much to brans. Because as we go through our days, living our lives, we’re all also collectors, unconsciously picking and sorting through a barrage of stimuli that we’re taking in beneath our awareness: images, sensations, and emotions that swirl around us in endless supply. and what gets sorted to be attended to – the brain activity that brings something to our awareness – should matter to brands a lot.