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Unleash Your Primal Brain: Demystifying how we think and why we act
Understand what makes you human! This book is about the commonalities all 8,000,000,000 people on earth share. "In highly readable style, Tim Ash moves readers from the basics of brain functioning to the evolution of its regularities, quirks, and affordances. In the process, we gain invaluable insights into human decision-making and behavior." Robert Cialdini — Author of Influence and Pre-Suasion “A fascinating and thrilling look into our minds and what matters.” Jay Baer — Founder of Convince & Convert, co-author of Talk Triggers “Tim has studied the research on behavioral science and evolutionary psychology and written an excellent book that explains much of human behavior. If you want to know why we do what we do, then read this book.” Susan Weinschenk, PhD — Author of 100 Things Every Designer Needs to Know About People “This book would be very helpful for anyone who wants to understand what truly drives attention, emotions and cognitive arousal, from the perspective of psychology! Very addictive read by an author with great experience and academic knowledge. I highly recommend this book!” Dr. Hedda Martina Šola — Dir. of the Institute for Neuromarketing, Oxford Business College "Managing your brain is the job of your life. This book is a good way to understand the operating system we've inherited." Loretta Breuning, PhD - Author of Habits of a Happy Brain "What a wild ride! Tim's ambitious book takes us from early life on earth, to the bizarre qualities that make us uniquely human. Sleep, memory, herd instinct, motivation, language, culture, cooperation - it's all in there. A must-read book that will literally blow your mind!" Joel Comm — New York Times bestselling author, keynote speaker, futurist [From the introduction] Drop a rock. It falls and hits the ground. Once you understand brain evolution, many of our behaviors will become more predictable. To a scary degree, we are reactive animals ruled by passions, and not the rational geniuses with free will that we like to imagine. First the bad The notion that people make decisions and choices to maximize objective self-interest has been demolished. People are not rational — far from it. Now the good We are finding out exactly how and why we act in these seemingly irrational ways. In other words, there is a method to our seeming madness. We evolved for a particular environment, but our rapid social advances and mushrooming populations have created a bewildering new world. On the timescale of this dizzying change, evolution has effectively stopped, and we must rely on what has gotten us this far. By retracing the path that our distant ancestors took to get here, we can understand the stunning abilities and glaring weaknesses which we have inherited. Sometimes our reactions and responses are appropriate and uncannily helpful. In the blink of an eye we can assess complex situations and reach critical life-or-death decisions. At other times, we are seemingly our own worst enemies — repeating the same mistakes, even when we know the results will be counterproductive, or even deadly. Unlocking the true nature of the human brain is the last frontier. Recent work in fields such as biology, neuroscience, evolutionary psychology, medical imaging, social science, and behavioral economics is combining to show us the inner workings of this evolutionary marvel. This book is designed for you — the curious and intelligent searcher for truth.
- GenresPsychologyNonfiction
270 pages, Kindle Edition
Published June 26, 2020
19 people are currently reading
123 people want to read
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Displaying 1 - 11 of 11 reviews
October 13, 2020
When I highlight almost the entire book while reading it, it's clearly a great read that I'll surely come back to!
Tim Ash's book is so densely packed with clarifying knowledge about how our brain works the way it does and *why* that I now recommend it to everyone!
It's a crash course into evolutionary psychology and neuroscience and packs the know-how of an entire stack of books.
It helped better understand both the limitations and potential our biological makeup provides us with which translated into an empathy boost - both towards myself and others.
No matter what you do, you'll be able to use the concepts and findings in this books to improve your relationships, your work, and your outlook on life.
Plus, I really enjoyed the author kept the writing concise and made it fun, so it appeals to more people who'd benefit from this knowledge.
Tim Ash's book is so densely packed with clarifying knowledge about how our brain works the way it does and *why* that I now recommend it to everyone!
It's a crash course into evolutionary psychology and neuroscience and packs the know-how of an entire stack of books.
It helped better understand both the limitations and potential our biological makeup provides us with which translated into an empathy boost - both towards myself and others.
No matter what you do, you'll be able to use the concepts and findings in this books to improve your relationships, your work, and your outlook on life.
Plus, I really enjoyed the author kept the writing concise and made it fun, so it appeals to more people who'd benefit from this knowledge.
January 3, 2023
لا يهمني إذا كنت صغيرًا أو كبيرًا ، غنيًا أو فقيرًا ، انطوائيًا أو منفتحًا. لا يتعلق الأمر باختلافاتنا الفردية. لدينا جميعاً نظام تشغيل أساسي موحّد لكيفية تعاملنا جميعًا مع الحياة.
أمسك حجر واتركه ؛ يسقط على الأرض!! بهذه البساطة!!
بمجرد أن تفهم تطوّر الدماغ ، فإن العديد من سلوكياتنا ستصبح أكثر قابلية للتنبؤ بها. إلى درجة مخيفة ، نحن كائنات تفاعلية تحكمها العواطف ، ولسنا عباقرة عقلانيين لديهم إرادة حرة كما نحب أن نتخيل.
أولاً ، الأخبار السيئة: تم هدم فكرة أن الناس يتخذون قرارات وخيارات لتحقيق أقصى قدر من المصلحة الذاتية الموضوعية.
الناس ليسوا عقلانيين - بعيدون جداً عن ذلك.
الآن الخبر السار: نحن نحدد بالضبط كيف ولماذا نتصرف بهذه الطرق التي تبدو غير عقلانية. بعبارة أخرى ، هناك طريقة لظهور جنوننا.
وجهة نظري للدماغ متأثرة بشدة بالبيولوجيا التطورية وعلم النفس. لا أعتقد أننا توصلنا إلى تصميم دماغ مثالي ، أو أن الجنس البشري يستحق مكانة مرموقة ومميزة في الكون. بدلاً من ذلك ، أعتقد أننا مجرد عصابة من القردة فائقة التعاون ، أتت للسيطرة على الكوكب. خلال هذه العملية ، قضينا على أنظمة بيئية كاملة . في هذه اللحظة نحن - إلى حد بعيد - القوة المهيمنة التي تشكل مصير الحياة على الأرض.
لقد تطورنا من أجل بيئة معينة ، ولكن التقدم الاجتماعي السريع الذي حققناه وتكاثر السكان قد خلق عالمًا جديدًا محيرًا . في الجدول الزمني لهذا التغيير المذهل ، توقف التطور بشكل فعال ، ويجب أن نعتمد على ما أوصلنا إلى هذا الحد.
من خلال استعادة المسار الذي سلكه أسلافنا البعيدين للوصول إلى هنا ، يمكننا فهم القدرات المذهلة ونقاط الضعف الصارخة التي ورثناها.
أحيانًا تكون ردود أفعالنا واستجاباتنا مناسبة ومفيدة للغاية ؛ في غمضة عين يمكننا تقييم المواقف المعقدة والوصول إلى قرارات مصيرية تتعلق بالحياة أو الموت. لكن في أوقات أخرى ، يبدو أننا أسوأ أعدائنا - نكرر نفس الأخطاء ، حتى عندما نعلم أن النتائج ستؤدي إلى نتائج عكسية ، أو حتى مميتة.
.
Tim Ash
Unleash Your Primal Brain
Translated By #Maher_Razouk
أمسك حجر واتركه ؛ يسقط على الأرض!! بهذه البساطة!!
بمجرد أن تفهم تطوّر الدماغ ، فإن العديد من سلوكياتنا ستصبح أكثر قابلية للتنبؤ بها. إلى درجة مخيفة ، نحن كائنات تفاعلية تحكمها العواطف ، ولسنا عباقرة عقلانيين لديهم إرادة حرة كما نحب أن نتخيل.
أولاً ، الأخبار السيئة: تم هدم فكرة أن الناس يتخذون قرارات وخيارات لتحقيق أقصى قدر من المصلحة الذاتية الموضوعية.
الناس ليسوا عقلانيين - بعيدون جداً عن ذلك.
الآن الخبر السار: نحن نحدد بالضبط كيف ولماذا نتصرف بهذه الطرق التي تبدو غير عقلانية. بعبارة أخرى ، هناك طريقة لظهور جنوننا.
وجهة نظري للدماغ متأثرة بشدة بالبيولوجيا التطورية وعلم النفس. لا أعتقد أننا توصلنا إلى تصميم دماغ مثالي ، أو أن الجنس البشري يستحق مكانة مرموقة ومميزة في الكون. بدلاً من ذلك ، أعتقد أننا مجرد عصابة من القردة فائقة التعاون ، أتت للسيطرة على الكوكب. خلال هذه العملية ، قضينا على أنظمة بيئية كاملة . في هذه اللحظة نحن - إلى حد بعيد - القوة المهيمنة التي تشكل مصير الحياة على الأرض.
لقد تطورنا من أجل بيئة معينة ، ولكن التقدم الاجتماعي السريع الذي حققناه وتكاثر السكان قد خلق عالمًا جديدًا محيرًا . في الجدول الزمني لهذا التغيير المذهل ، توقف التطور بشكل فعال ، ويجب أن نعتمد على ما أوصلنا إلى هذا الحد.
من خلال استعادة المسار الذي سلكه أسلافنا البعيدين للوصول إلى هنا ، يمكننا فهم القدرات المذهلة ونقاط الضعف الصارخة التي ورثناها.
أحيانًا تكون ردود أفعالنا واستجاباتنا مناسبة ومفيدة للغاية ؛ في غمضة عين يمكننا تقييم المواقف المعقدة والوصول إلى قرارات مصيرية تتعلق بالحياة أو الموت. لكن في أوقات أخرى ، يبدو أننا أسوأ أعدائنا - نكرر نفس الأخطاء ، حتى عندما نعلم أن النتائج ستؤدي إلى نتائج عكسية ، أو حتى مميتة.
.
Tim Ash
Unleash Your Primal Brain
Translated By #Maher_Razouk
November 27, 2020
Tim Ash’s book takes you through a tour of your brain, its makeup and function. Not in a scientific, difficult to understand, but an easy to understand, everyday way that every lay person should understand.
The history of the development of the brain, our internal chemicals and why that hard wires us. How we learn, remember, create happiness and why we should sleep. All of these functions, define who we are, or are not. By understanding this, you have more chance to understand yourself and other people.
Tim then moves onto discussing, the standard social attributes of a human. What is baked into us chemically, but also what is baked into us as we grow up. Finally he describes the makeup of the brain, we do do certain things, why that was programmed into us thousands of years ago. Why this was programmed into us …. when we were walking on the Serengeti many thousands of years ago, trying not to be lunch for a Sabre Tooth Tiger, certain characteristics set the structure for who humans are today.
Tim finishes the book with 8 “must dos” that you must build into your daily lives to get the most of what is an amazing machine, our brains and our bodies.
Is it worth reading? Of course, from basics of biology, psychology and sociology, Tim knits together a framework for us to lead better lives. As well as for us to lead better lives within business and commerce. As our work and play are ever more connected today.
Full disclosure, Tim did give a copy of his book to review.
The history of the development of the brain, our internal chemicals and why that hard wires us. How we learn, remember, create happiness and why we should sleep. All of these functions, define who we are, or are not. By understanding this, you have more chance to understand yourself and other people.
Tim then moves onto discussing, the standard social attributes of a human. What is baked into us chemically, but also what is baked into us as we grow up. Finally he describes the makeup of the brain, we do do certain things, why that was programmed into us thousands of years ago. Why this was programmed into us …. when we were walking on the Serengeti many thousands of years ago, trying not to be lunch for a Sabre Tooth Tiger, certain characteristics set the structure for who humans are today.
Tim finishes the book with 8 “must dos” that you must build into your daily lives to get the most of what is an amazing machine, our brains and our bodies.
Is it worth reading? Of course, from basics of biology, psychology and sociology, Tim knits together a framework for us to lead better lives. As well as for us to lead better lives within business and commerce. As our work and play are ever more connected today.
Full disclosure, Tim did give a copy of his book to review.
November 11, 2020
I listened to the audio book and he explains what our brains do when we think. I’m not sure what I believe I’m doing when I’m doing or thinking it now.
I have to listen again. So good.
I have to listen again. So good.
February 17, 2021
"Think of it as a crash course - Being Human 101."
The opening pages have a sense of drama and wonder about them as Ash reminds us that "the very fact that we can use our brains to study our brains is a stunning self-referential feat of magic!" His description of the writing process is as if a spell is being chanted; "I created and massaged the book outline...Then I took all the material...I added my ideas, frameworks, and thought experiments" and with a puff of smoke, the book!
He is very clear who this book is not for (if want footnotes, specific scientific studies, simple concepts, applicable to your professional field) but is for the "curious and intelligent searcher for truth" and if you want "to stretch, learn and grow." Bring it on! We're going on a learning journey of truth courtesy of Tim Ash.
"I hope to take you through fascinating terrain as your guide, and I know you are up for this exploration."
The essence of the book is that it is about all of us, "the commonalities all 8.000,000,000 people on earth share." Life itself is made dramatic as humans are described as "a band of super-cooperative apes who have come to dominate the planet [who] have wiped out whole ecosystems in our voracious destructiveness." (If this conjures up images of 'Planet of the Apes' you're not alone!)
"...a primal brain discovery adventure."
The journey through the workings of our brain is a fascinating read and one that brings some surprises; "The notion that we are the masters of our life destiny, or the active 'choosers' of our decision, is nothing more than a comforting illusion." Enter the Matrix!
My personal favourite section is towards the end of the book where the subject turns to the need for social interaction. In 'Don't be a loner' we are reminded that "being primal means being social," about the importance of finding shared activities and participating in groups, regularly interacting and creating a "level of connection and shared history...ongoing social support". For the situation we all find ourselves in with the Covid-19 crisis this section was more pertinent than ever.
"...for mammals, life is a team sport...isolation makes us feel awful and will drive us mad."
As a personal challenge, we are asked to make two conscious commitments. Firstly to attach ourselves to larger tribes. As Ash explains, "to me the direction is clear...we need to pour our energy into community, while strong centripetal forces seek to pull us apart." The second is to be greater than the sum of our parts, to look for the universalists and how by "seeing the perspective of different 'others' will stretch and challenge you. But it will also open your heart and produce connection and understanding." There's no words to follow that🙏.
The opening pages have a sense of drama and wonder about them as Ash reminds us that "the very fact that we can use our brains to study our brains is a stunning self-referential feat of magic!" His description of the writing process is as if a spell is being chanted; "I created and massaged the book outline...Then I took all the material...I added my ideas, frameworks, and thought experiments" and with a puff of smoke, the book!
He is very clear who this book is not for (if want footnotes, specific scientific studies, simple concepts, applicable to your professional field) but is for the "curious and intelligent searcher for truth" and if you want "to stretch, learn and grow." Bring it on! We're going on a learning journey of truth courtesy of Tim Ash.
"I hope to take you through fascinating terrain as your guide, and I know you are up for this exploration."
The essence of the book is that it is about all of us, "the commonalities all 8.000,000,000 people on earth share." Life itself is made dramatic as humans are described as "a band of super-cooperative apes who have come to dominate the planet [who] have wiped out whole ecosystems in our voracious destructiveness." (If this conjures up images of 'Planet of the Apes' you're not alone!)
"...a primal brain discovery adventure."
The journey through the workings of our brain is a fascinating read and one that brings some surprises; "The notion that we are the masters of our life destiny, or the active 'choosers' of our decision, is nothing more than a comforting illusion." Enter the Matrix!
My personal favourite section is towards the end of the book where the subject turns to the need for social interaction. In 'Don't be a loner' we are reminded that "being primal means being social," about the importance of finding shared activities and participating in groups, regularly interacting and creating a "level of connection and shared history...ongoing social support". For the situation we all find ourselves in with the Covid-19 crisis this section was more pertinent than ever.
"...for mammals, life is a team sport...isolation makes us feel awful and will drive us mad."
As a personal challenge, we are asked to make two conscious commitments. Firstly to attach ourselves to larger tribes. As Ash explains, "to me the direction is clear...we need to pour our energy into community, while strong centripetal forces seek to pull us apart." The second is to be greater than the sum of our parts, to look for the universalists and how by "seeing the perspective of different 'others' will stretch and challenge you. But it will also open your heart and produce connection and understanding." There's no words to follow that🙏.
February 15, 2021
I read this book just shortly after the lockdown was eased. I was not in a good place, living on my own with family 7000 miles away. I read several philosophical books and watched many self help videos. They helped to a certain extend. Then I came across this book which reviews seem to allude that the writer has the intention to actually do the opposite of all these content I’ve been reading. So I thought I might as well try. I must say I highly recommend this book to those in the same position. Not saying that the books I read weren’t helpful, but Tim (the writer) was able to give me a different perspective with his writing. I was able to pinpoint why I was emotionally in pain during this pandemic times and on too of that nice scientifical learnings too! Not crazy factual that it bore you to sleep, it was breaking down all these things we do as mammals in a fun way!! I encourage those with intellectually curious mind to try this book ;)
January 29, 2025
A Must-Read for Anyone Curious About Human Behavior!
Unleash Your Primal Brain by Tim Ash is a fascinating deep dive into the evolutionary forces that shape our thoughts, decisions, and behaviors. Tim masterfully breaks down complex neuroscience into an engaging, easy-to-understand narrative that keeps you hooked from start to finish.
Whether you're in marketing, leadership, or simply want to understand yourself and others better, this book provides powerful insights into what truly drives human action. It’s packed with science-backed wisdom and practical takeaways that can be applied to everyday life. Highly recommended!
Unleash Your Primal Brain by Tim Ash is a fascinating deep dive into the evolutionary forces that shape our thoughts, decisions, and behaviors. Tim masterfully breaks down complex neuroscience into an engaging, easy-to-understand narrative that keeps you hooked from start to finish.
Whether you're in marketing, leadership, or simply want to understand yourself and others better, this book provides powerful insights into what truly drives human action. It’s packed with science-backed wisdom and practical takeaways that can be applied to everyday life. Highly recommended!
July 24, 2023
Useful summary of the history behind why we do what we do. Well summarized and articulated with key points called out for easy retention.
Good reminders of what we desire and need as humans, why we evolved to desire or need those things and a quick section in how to apply that to life and work decisions in front of us today.
Good reminders of what we desire and need as humans, why we evolved to desire or need those things and a quick section in how to apply that to life and work decisions in front of us today.
January 29, 2024
Nicely curated overview of the growing body of literature on Behavioral Economics. If you are well read on the topic, there won't be much new to see here, if you are interested in the topic, but not inclined to read dozens of books on BE, this is a very nice overview.
October 10, 2020
Readable but serious. Ash provides compelling insights into our brains. I've found myself sharing bits of info to friends and family.
September 15, 2021
Enjoyed this book. Not what I would have expected from a marketer at all but on reflection…understanding how our brains are wired does help a marketer.
Displaying 1 - 11 of 11 reviews