Lizard Brain

The first part of our brain, the part that shows up first in the womb, the part that was there a million years ago – that's our lizard brain.

The amygdala, this mini-brain apparently takes over whenever you are angry, afraid, aroused, hungry, or in search of revenge.

The lizard brain is the reason you're afraid, the reason you don't do all the art that you can. One part of your brain worries about survival and anger and lust, the rest of it cares about civilization.

The challenge, then is to create an environment where the lizard snoozes. You can't beat it so you must seduce it.

(Excerpt from LINCHPIN by Seth Godin)