[csavage]

Great article.

The author, Jonah Lehrer, has an amazing book on behavior economics that I considering a must read for anyone trying to sell anything. It's been incredibly valuable to us at Wistia. It's called "How We Decide".

Jonah always finds incredibly interesting ways to pull apart behavior from a neurological perspective.

http://www.amazon.com/How-We-Decide-Jonah-Lehrer/dp/05472479...

[eavc]

I find Lehrer frustrating. He's sort of a psychological Malcolm Gladwell. He's good at framing things in a pat and interesting way, but he's often making a lot of compromises on being thorough and accurate on the way to that narrative.

I would say it's good to read his stuff as a jumping off point, but it may be good to follow that with something more scientific on the subject.

[jsm386]

Second that. Check out his Proust Was A Neuroscientist. Great framing, great idea...but in the end, no, Proust was not a neuroscientist, and the same goes for most else Lehrer has to say.

The whole premise of this piece doesn't make sense to me - coffee, whatever else is in Redbull - provide energy, not focus. That energy can be used to focus on something you don't want to focus upon. You also can let your mind wander at the frenetic pace stimulants like coffee, ADHD meds and others facilitate. So back to the beginning - Jonah Lehrer is very good at nicely framing a point that he isn't actually making.