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interview with Clotaire Rapaille

It’s absolutely crucial for anybody in communication — and that could be journalists, TV, media, all of it, or marketing people — if you want to appeal to people, it’s absolutely crucial to understand what I call the reptilian hot button. If you don’t have a reptilian hot button, then you have to deal with the cortex; you have to work on price issues and stuff like that.

source: PBS

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