This podcast captures Dr. Nicolas Kfuri introducing a series about applying insights from Yuval Noah Harari's "21 Lessons for the 21st Century" to the world of business, particularly branding and marketing. The speaker explains their interest in understanding human behaviour, drawing parallels between how humans function in society and how consumers make decisions. Key concepts explored include the emotional basis of decision-making over rationality, the power of storytelling and myth in creating connection, and the role of rituals in solidifying brand identity. Dr. Kfuri uses examples like Coca-Cola and Harley-Davidson to illustrate how these human tendencies are leveraged in branding strategies.