Paul Zak is a professor of economics, psychology and management at Claremont Graduate University, as well as a tech entrepreneur, whose current company, Immersion Neuroscience, is a software platform that allows anyone to measure what the brain loves in real-time to improve outcomes in entertainment, education and training, advertising and live events. Paul is also an author and regular TED speaker. His newest book, Immersion: The Science of the Extraordinary and Source of Happiness, is out now.

In his interview for The Power of Story, Paul explains what the brain loves about story, and shares what immersion really is, as well as how storytelling can create extraordinary experiences that transform audiences.