The Melting Pot with Dominic Monkhouse

From hacker to neuroscientist: how we make choices with Professor Moran Cerf

Episode Summary

Today’s guest is Moran Cerf, a neuroscientist and business professor at the Kellogg School of Management and the neuroscience program at Northwestern University. Key takeaways: How are conscious percepts formed in our brain? Why social interactions are so important to our brains Why his goal is to make the world a more optimistic place Your brain is a storytelling machine Why we only have control over 15% of our brains, and that isn’t the decision-making part Combating addiction to social media

Episode Notes

Today’s guest is Professor Moran Cerf, a neuroscientist and business professor at the Kellogg School of Management and the neuroscience program at Northwestern University. He holds a Ph.D in neuroscience from Caltech, an MA in Philosophy and a B.Sc in Physics from Tel-Aviv University.

Moran has had a varied work history, prior to his academic career, he spent nearly a decade in industry, holding positions in computer security (as a hacker), pharmaceutical, telecom, fashion, software development, and innovations research.

Now he’s interested in how we can use the brain to leverage better business opportunities. He is currently teaching MBA students how to change behaviour, how marketing works and how people think and make decisions. He is a firm believer that social engagements are more powerful than the addictive lure of drugs or our devices, and his goal is to make the world a more optimistic place.

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