The Lizard Brain Reigns Supreme..

My older brother Seth Godin posted today on something I couldn't resist picking up on. He calls it the "lizard brain". Well, he didn't originate the term, and I don't know who did, but he put a new spin on it.
In short, the lizard brain is that kind of primeval little blob underneath our "proper" brains, and it's something we share with the animals. It essentially deals with the "five Fs" (Feed, Fuck, Fight or Flee, Feel good). And a very good job it does too as far as it goes. Can you imagine having to remember to breathe in and out whilst awake, never mind when you're asleep?
Unfortunately it has zero intelligence. It's the part of the brain that makes a man (I can't speak about women) drink more than he should, smoke, get addicted to drugs, look at pornography, aimlessly lust after unattainable women (or even attainable ones, only to find he's cracking open and empty shell even if he does 'succeed', despite all the big talk and posturing - which is presumanly a function of the lizard brain itself).  It's that part of the brain that wants, like Winnie the Pooh, "just a little something", all the bloody time no matter what's happening externally (ever had a drink 'cos you felt bad? Ever had a drink 'cos you'd had some good news? Ever had a drink when nothing in particular was happening?)...there are others who explain the concept better than I, you should check for Mr Orange Paper's explanation here.
I'm only speaking from an informed viewpoint since I have a lizard brain myself, and so do you.
But I also have a human brain, a cerebral cortex, inifinite, sublime, divine even, if that's your viewpoint. We're not animals and yet the behaviour of many, many people seem to suggest otherwise, and I fully include myself in that appraisal.
What I hadn't appreciated is that the concept can also be applied to companies and products. The collective lizard brain likes to stay in the comfort zone. It's not only why people stay in crappy underpaid jobs for years and years, but even whole companies do it; it's the playing it safe thing, resistance to change despite all the boasting about innovation, doing something because it's what all the other companies are doing. And it may only be that tiny handful of companies that aren't the voice of the lizard brain who dominate when it comes to innovation (Apple is case in point). But again, I'm not really qualified to write on the subject when there are so many others who are - which is why I think you should check out Seth's post.
Perhaps David Icke was right all along...