About Face, The Secrets of Emotionally Efffective Advertising

Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers.

A leading medical doctor identifies the scientific factors behind emotional resilience and how readers can use them to survive the tough times in life
For five years, Dr. Peter Ubel and a team of leading scientists studied the nature of human resilience through thousands of cases of people who faced extreme medical setbacks.