The human brain is pretty amazing. We have the capacity to write beautiful sonatas, engineer skyscrapers, and achieve flight. In such higher level thinking we must be conceptual and rely on an extensive network of pre-existing neural pathways, their beginnings started with our first breath. Whether our cleverness is about natural born talents or acquired knowledge, the finer achievements in human history are a product of thoughts that went way beyond finding food, heat, water, security, reproduction and sex. The part of the brain that impels us to meet those most basic needs – voluntary or involuntary – is called the “reptilian brain”. As sophisticated as our higher level deliberations may be, our reptilian brains are always in charge. One reason why media, campaigns, and messaging in general – especially Republican created- works on us is because it speaks to our reptilian brain. Democrats tend to appeal to higher level thinking and lose the battle for the mind.