"There's no such thing as a rational decision," says Tim Ash, an authority on evolutionary psychology and digital marketing. As humans we believe we're special because of our ability to tame the wild horses of our emotions, and that reasoning is our highest attainment. "It's just not true," Tim says. "It's the big lie."  Central to that, of course, is storytelling. It plays a central role in the primal brain. "We can't resist stories. They're like a back door, a trap door, into our head. They very quickly dismantle any notion of objectivity, because we get caught up in syncing up with the storyteller and experiencing that story."