How To Build Successful Brands Through Neuroscience With Paul Zak

Paul Zak is the Founder and Chief Immersion Officer of Immersion Neuroscience, a software platform allowing people to measure what the brain loves in real-time to improve outcomes in entertainment, education, training, advertising, and live events. He is a professor of economics, psychology, and management at Claremont Graduate University. Paul’s ranked in the top 0.3% of most cited scientists, with over 170 published papers and more than 19,000 citations to his research.


Paul, a TED speaker, media celebrity, and four-time tech businessperson, has been instrumental in initiating multiple interdisciplinary areas, such as neuroeconomics, neuromanagement, and neuromarketing. Screen Actors Guild member has also contributed dialog to two feature films. Additionally, he is the author of three general audience books, including his latest work, Immersion: The Science of the Extraordinary and Source of Happiness.


Here’s a glimpse of what you’ll learn:


  • Paul Zak explains how he got started in neuroscience 
  • The importance of using neuroscience in a business 
  • Why training sessions should include breaks
  • How to measure the brain’s response to new information 
  • Paul talks about his book, Immersion, and its target audience
  • Why humans do what they do, and how to influence them
  • What’s next for Immersion Neuroscience? 
  • Paul’s advice for young entrepreneurs

In this episode...


As an entrepreneur, do you want to improve your marketing, customer experiences, and employee performance? How can you do so by understanding the human brain?


For over two decades, Paul Zak has been questing to understand the neuroscience of human connection, happiness, and effective teamwork. By capturing the brain’s activity, he can gain insight into what people love doing, what their brain values, and what motivates them to take particular actions — enabling him to predict what they might need next. He now shares how his lab and company develop and deploy neuroscience technologies to help people and businesses solve their problems and become successful.


In this episode of The Power of Authority Spotlight, Michelle Prince sits down with Paul Zak, Founder and Chief Immersion Officer of Immersion Neuroscience, to discuss how to use neuroscience in business to be successful. Paul explains how he got started in neuroscience and its importance in an enterprise, how to measure the brain’s response to new information, why humans do what they do and how to influence them, and advice for young entrepreneurs.


Resources mentioned in this episode:


Sponsor for this episode...


This episode is brought to you by Performance Publishing Group.


At Performance Publishing Group, we provide top-quality, comprehensive book publishing services for soon-to-be authors.


Led by best-selling author Michelle Prince, the Performance Publishing team has helped hundreds of people realize their dream of becoming an author.


As a partner publisher, we can offer you more than just expert guidance — we want to make sure you get the book of your dreams and reap the rewards.


To learn more about Performance Publishing Group, go to

Written By

Michelle Prince

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