The Power of Fifty Bits

Of the ten million bits of information people's brains process each second, only fifty bits are devoted to conscious thought. Because human brains are wired to be inattentive, people often choose without thinking, acting against their own interests, what they truly want. As the former Chief Scientist of Express Scripts, a Fortune 25 healthcare company dedicated to making the use of prescription medications safer and more affordable, Bob Nease is an expert on applying behavioral sciences to health care. Now, he applies his knowledge to the wider world, providing important practical solutions marketers, human resources professionals, teachers, and even parents can use to improve the behavior of others around them, and get the positive results they want.