Your Old Brain Is At War With Its New One The Divided Brain From Paul Larche

CANREADS Book Review described The Divided Brain as "a practical and insightful guide," noting that it "explores how emotion and logic shape decision-making in branding and communication" by translating complex psychological concepts into accessible strategies.  The CANREADS win follows earlier recognition from BookLife by Publishers Weekly. The Divided Brain received a perfect 10/10 BookLife Prize score, was named a BookLife Editor's Pick, and was recognized as a BookLife Prize Semifinalist. Together, these honours position the book as a timely resource for leaders, marketers, entrepreneurs, sales professionals, and communicators who want to understand the behavioural forces behind attention, trust, and influence.  Larche's perspective is grounded in decades of real-world business, media, and audience experience. He founded Larche Communications, which grew to five radio stations and a branding agency, earned more than 25 industry awards, and completed successful exits. The principles in The Divided Brain grew from behavioural branding ideas Larche developed, tested, and refined while building media brands and competing for audience attention in crowded markets."People do not choose with logic alone," said Larche. "That is true whether you are building a brand, leading a team, selling an idea, asking for support, or trying to communicate through the noise. I wrote The Divided Brain to make human behaviour easier to understand and more useful in the real world."Since the book's release, Larche has brought its message to broader audiences through national and international podcast appearances, interviews, and keynote speaking engagements. His central message is direct: people make decisions emotionally before they explain them rationally, and anyone trying to lead, sell, or build trust needs to understand that human reality."After years in broadcasting, branding, and business ownership, you learn that attention and trust are earned," said Larche. "The book is about the human side of decision-making, and about how professionals can be more effective by understanding behaviour more clearly."
The Divided Brain: Understanding Human Behaviour in Branding and Business is available through Amazon and major booksellers. The audiobook is available on Audible

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