In this episode, James speaks to Pranav Yadav, CEO of Neuro-Insight, a company which uses brain-imaging technology to measure how the subconscious responds to marketing campaigns across social media platforms and TV commercials. Pranav believes marketing has the power to shape our culture and the way we think, but argues that our over-reliance on conscious, self-reported data means that we need to adapt our approach to advertising. Neuro-Insight’s technology allows an understanding of the deepest drivers of human emotion to find out what motivates us, and discover what makes adverts both compelling and meaningful. Pranav discusses the importance of creative intelligence, and says that people are rarely given the time and space to be creatively intelligent. He argues that a shake up is required in business to unlock dormant talent and make positive change, and that companies need to invest in their consumers and their staff to begin living and breathing the value of authenticity.