The Impulse Factor: Why Some of Us Play It Safe and Others Risk It All

Fifty thousand years ago, a single gene mutation in Homo sapiens gave the species a behavioral advantage that allowed them to dominate and destroy the Neanderthals, their sole competitor for the top spot on the food chain. This same mutation still occurs in humans today, and it gave us the Geneva Convention, created Barbie, and founded Microsoft.

Nick Taslers jaw-dropping research reveals how this newly discovered impulse factor has guided every important decision in history, and how it continues to shape even the smallest choices each of us makes. The books gripping narrative takes readers on a fascinating joyride from corporate boardrooms to Venezuelan rainforests to underscore the genetics and psychology behind mankinds greatest achievements and failures, and to explain why we order lobster when all we really want is a club sandwich.