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Cool products. from there, we realized that it is an area called medial prefrontal cortex that is activated when people look at cool things. >> that's essentially the part behind your forehead. it is the part that evolved the most from our ape ancestors. it is the part of our brain that was used for foraging, when we had to go out and look for food. >> if cool is related to our very survival, can food be cool? what and how we eat is changing constantly. the taste makers are vying to satisfy appetites. >> food is a huge part of pop culture now. trying to eat local and sustainable, that's what's...

Is there anything that's different about the brain of someone who's an addict versus someone else's brain? >> it's not the gross changes. it's how the cells communicate with each other that are changed. >> hurd showed me under the microscope. this is a healthy brain. lots of cells, lots of connections. >> beautiful, the branching, the communication is essential for every single thing we do. >> this is a brain on drugs. specifically, opioids. >> so one of the things you can see is that there's not that many networks. >> looks like a poorly populated neighborhood. >> exactly. >> this is what a b...

But what if we didn't have routines. life would be very difficult indeed we'd have to concentrate on each individual action in order to get it right we wouldn't be able to do two things at once everything would take much longer. luckily our brain transforms our repeated daily tasks into habits. but. it takes note when we've successfully completed an action sending a signal as if to say well done. initially an action requires our full concentration which takes place in the brain's prefrontal cortex it's cognitive control center. but once an action has been performed over and over it gets stored...

But what if we didn't have routines. life would be very difficult indeed we'd have to concentrate on each individual action in order to get it right we wouldn't be able to do two things at once everything would take much longer. luckily our brain transforms our repeated daily ten. asks into habits. it takes note when we've successfully completed an action sending a signal as if to say well done. initially an action requires our full concentration which takes place in the brain's prefrontal cortex its cognitive control center. but once an action has been performed over and over we get stored in...

Actually, that i have somewhere here, but he's a -- he writes about morality. and what he says and i agree is that the impulse comes up, he calls it the elephant. the rider is the more thoughtful part of your brain. and the impulse comes up and it dominates, it comes out, and then the brain ends up being used in the service of rationalizing what the impulse has caused you to do. so it's the utter misuse and the ultimate misuse of the prefrontal cortex. but we all do it. and trump does it in extremus. >> and again, to me, if somebody on the staff apologizes, he views that person as weak? >> not...