Marketing Podcast with Dr. Paul J. Zak

In this episode of the Duct Tape Marketing Podcast, I interview Dr. Paul J. Zak. Dr. Zak is a Professor at Claremont Graduate University. A four-time tech entrepreneur, his most recent company Immersion Neuroscience is a software platform that allows anyone to measure what the brain loves in real-time to improve outcomes in entertainment, education and training, advertising, and live events. He is also the author of Immersion: The Science of the Extraordinary and the Source of Happiness.

Key Takeaway:

The world is rapidly transforming into an experience economy as people increasingly crave extraordinary experiences. There’s a scientific formula to consistently create extraordinary experiences. The data shows that those who use this formula increase the impact of experiences tenfold. Creating the extraordinary used to be extraordinarily hard. In this episode, I talk with Dr. Paul J. Zak about his framework for transforming nearly any situation from ordinary to extraordinary.

Questions I ask Dr. Paul J. Zak:

• [2:01] Define immersion and influence.
• [2:44] What is the neuroscience behind what we’re talking about?
• [3:41] What’s going on in the brain that you’re able to measure what the brain loves?
• [4:36] The lab that you ran was really credited with the discovery of oxytocin, is that an overstatement?
• [5:59] What was the work that you did with DARPA?
• [7:26] What role does immersion play in creating or becoming a source of happiness?
• [9:06] Is there a way for us to train mindfulness of a customer or of a reader in a way that’s going to help them become more immersed because they’re more mindful?
• [11:30] Is there a way to use this framework to create better digital experiences or automated experiences?
• [13:07] Are there things that somebody can do to create a more immersive experience? And is there kind of a checklist of ways people could up their game in more mass settings?
• [17:38] In what ways can you measure outside of the laboratory?
• [21:08] Where can people learn more about your work and pick up a copy of your book?

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