With over four and a half decades of experience in broadcasting, branding, and digital marketing, Paul Larche has built a remarkable career at the intersection of innovation, leadership, and community impact. Beginning as a young radio announcer in Northern Ontario, he steadily advanced through on-air and executive roles. In the 1990s, Paul became General Manager of Telemedia Network Radio in Toronto, where he oversaw national broadcasts for iconic franchises like the Toronto Maple Leafs and the Blue Jays.

Driven to push the boundaries of traditional media, Paul founded Larche Communications Inc., transforming a visionary startup into a major media force with five radio stations and a thriving branding and marketing agency. Under his leadership, the company pioneered forward-thinking strategies in both radio and branding, culminating in successful strategic sales to Rogers Media and Bell Media.

Decoding How We Think This isn't just a book about branding—it's a guide to the hidden operating system behind human behaviour.

The Divided Brain introduces a simple yet powerful metaphor rooted in neuroscience: our minds are driven by two distinct but interlocking systems—the fast, emotional Old Brain and the slower, rational New Brain. Every decision your customers make, every instinct your team follows, and every reaction you encounter in a negotiation or pitch stems from the constant tension between these two mental gears.

Once you learn to spot which brain is in control, the fog lifts. What once seemed irrational becomes understandable. Sudden client reversals, hesitations in sales calls, or why one brand sticks while another flops—it all starts to make sense.

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