Many decisions start with attention, and it’s your job to grab the attention of every buyer as effectively as possible. But in this increasingly fast-paced, busy, and noisy world, how do you capture people’s attention, much less persuade them? To answer this question, cognitive neuroscientist Carmen Simon leverages insights gleaned from her use of advanced technologies to study where people look, for how long, what type of attention leads to memories, and what keeps the brain coming back for more, to determine the effectiveness of sales pitches, marketing materials, corporate presentations, training videos, and other business content.