This book reveals how two fundamental assumptions have led marketing onto a dead-end path: that customers are aware of what they are doing and that they know why they do what they do. Using advanced technologies neuroscientists and cognitive psychologists have recently discovered the counterintuitive fact that the unconscious mind controls up to 95% of behavior so it is not surprising that the marketing theory taught for the past 50 years requires some serious updating. Managers and executives willing to revise their most cherished beliefs in light of this new understanding can gain the rarest kind of success a sustainable competitive advantage.