About paul

Early in my radio career, one question kept nagging at me: Why do some radio advertising campaigns work while others fall flat?

I watched businesses invest in ads that seemed perfectly logical, yet nothing happened. No response. No lift. No results.

Everything changed when I was hired as General Manager of Telemedia Network Radio, then Canada’s largest radio syndication company. We held the broadcast rights for the Toronto Blue Jays, the Maple Leafs, and dozens of music and entertainment programs. Working with major agencies and world-class brands, I noticed something powerful: the most effective campaigns didn’t win by out-reasoning the competition. They made you feel something before you ever had time to think about it.

I became determined to understand why. I immersed myself in behavioural psychology, neuroscience, and decision-making, then turned what I learned into a simple metaphorical framework that non-marketers could actually grasp. I called it The Divided Brain.

That insight led to a bold decision. If I could bring this thinking back to local radio, I knew I’d have a unique advantage. So I left my dream job, struck out on my own, and bought my first radio station to test the theory. The results exceeded anything I had imagined. Our company grew quickly, and our advertisers saw exceptional results.

Larche Communications eventually grew to five radio stations and a branding agency, earning more than 25 industry awards before successful exits. The science worked.

Now I’m sharing that advantage. The Divided Brain gives others the same edge, and through speaking, I help teams put it into practice.