The clearest evidence that neuromarketing is not such a game changer is that all the key techniques used to package and sell the book itself predate any insights that the brain sciences may have brought. If even David Lewis has to rely on the same old methods tried and tested by people who wouldn’t know a synapse from a neuron, then neuromarketing may indeed be new and improved, but not quite as much as we are led to believe.
ReadThe whole project of rational enquiry can be seen as the attempt to bring greater order to our understanding of the world. However, just as lovers of well-kept homes can be obsessively fastidious, so seekers after intellectual rigour can push orderliness too far.
ReadThe most basic piece of wisdom about making good choices may simply be to remember that the facts are indispensable, decisions are inescapable, and we can never be infallible.
Read“There is no profit in philosophy when it doesn’t expel the sufferings of the mind,” claimed Epicurus. Some 2,300 years later, plenty of people still agree, most notably Alain de Botton, who in 2000 splashed this quote on the back cover of his book The Consolations of Philosophy. But when I hear this line trotted out, far from soothing my psyche, it provokes a dangerous surge in my blood pressure.
ReadUsed properly, doubt is neither a dead end, nor an obstacle to be overcome, but a guide. That is not to say, however, that it is merely a means to an end, something that can be left behind once it has done its task. In order to maintain an awareness of other perspectives, and to keep testing the robustness of your own, doubt always needs to be a close companion, asking the difficult questions.
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