Human beings make a lot of decisions—up to 35,000 each day. If you’re trying to influence a “decision-maker” at a B2B company, they may be making even more decisions than that. If we had to use our conscious mind for each one, we’d curl up into a fetal position, completely overwhelmed by the mental load of making choices. That’s where the subconscious brain comes in. It handles 99 percent of decisions; it also does the groundwork on the remaining one percent before handing off the relay baton...
