Selling to the Old Brain

Co-authored with Patrick Renvoisé

The foundational book that first explored how people make decisions using the oldest part of the brain — driven by emotion, survival, and instinct rather than logic. Covers the six stimuli that trigger Old Brain responses and how to use them in sales.

Selling to the Old Brain introduced the core concepts that would underpin Dr. Morin's entire body of work on neuromarketing and persuasion science. Co-authored with Patrick Renvoisé, it reveals the six message building blocks of effective messaging and seven impact boosters to enhance any sales presentation.