don't even know how you're doing it. when you recognize the way your father walks or the sound of somebody's voice or things like that, your conscious brain doesn't even have access to it. what happens is, your conscious mind is like a little stowaway on a transatlantic steam ship and is taking credit for the whole thing and it's not giving credit to the massive engineering that's under foot. >> what does someone do with this? i guess if it's at the subconscious level that's where it's relegated. is there a lesson here? >> yes. it turns your brain is like a team of rivals always battling it out. the important thing for us trying to understand ourselves, is how do we negotiate with ourselves to manage this? we all have short-term temptations, whatever it is in our own lives, and what we have to think hard about is how do you set up these structures so that the long-term decision making can win? for example, alcoholics who are trying to quit, need to get rid of all the alcohol in their house. or, people who are trying to lose weight can go to these websites where you give, let's