BOOKLIFE PRIZE 10/10 SCORE | EDITOR'S PICK 2025 | CANREADS 2025 FINALIST
KEYNOTE SPEAKER | AUTHOR | BRAND STRATEGIST
Why Smart People Make Irrational Decisions
Paul Larche helps leaders and organizations understand what drives decisions so they can sell, lead, and communicate more effectively.
A practical framework that shows what actually drives decisions. Once you see it, you can’t unsee it.
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The Divided Brain
Every decision is shaped by two systems through interconnected gears.
The larger gear is Old Brain: fast, emotional, and instinctive.
The smaller gear is New Brain: slower, logical, and reflective.
Most people assume decisions are made with logic first. They are not.
We feel first. Then we think.
We decide emotionally. Then justify with logic.
That is the simple framework behind The Divided Brain, and it changes how you sell, lead, and communicate.
About the Author
A Broadcaster, Brand Builder, and Speaker Who Turned Human Behaviour into a Practical Business Framework.
For more than four decades, Paul Larche has worked at the intersection of media, branding, leadership, and decision-making.
From managing national radio broadcasts in Toronto to building and selling a successful media company, he spent his career observing one consistent truth:
“People buy on emotion and justify with facts.”
That insight became the foundation of The Divided Brain and now drives Paul’s speaking, workshops, and writing.
Who This Book Helps Most
The Divided Brain is for people who want a practical way to understand why people think, feel, and choose the way they do, and how to use that insight in business, leadership, marketing, and everyday life.
Marketers & Branders
Learn why logical campaigns often fall flat, and how to build messaging that connects where decisions are really made.
Business Owners & Entrepreneurs
Clarify your value, understand customer instincts, and communicate in ways that create trust and momentum.
Startups & Founders
When attention is scarce and every dollar matters, understanding human behaviour becomes a competitive advantage.
Curious About How We Think
If you’ve ever wondered why intelligent people make irrational decisions, this book makes human behaviour easier to understand.
Not affiliated with Iain McGilchrist’s academic work, this book uses “The Divided Brain” as a behavioural metaphor, focusing on how emotional and rational systems shape branding, leadership, and everyday choices.