When telling a story, you have between *twenty and thirty seconds* to capture someone's attention before his or her mind starts to wander. Advances in neurological testing are allowing us to make the most of this limited time frame by studying the relationship between brain activity and emotional response. *Using scientific data, we can actually design stories that maximize mental resonance*. 

*Dr. Paul Zak*, the founding Director of the Center for Neuroeconomics Studies at Claremont Graduate University, is *one of the world's leading experts on the neuroscience of storytelling*. He also works with organizations to improve their employee and customer engagement through neurological profiling to determine what affects them physically and emotionally. 

On Wednesday, January 14th at 12:30 p.m. EST, Paul Zak joins FoST Founder Charlie Melcher for the *first Speaker Hangout of 2015*. They’ll be accompanied by a few professionals from the agency world to *explore the relationship between Zak’s research and advertising and marketing best practices*. 

To hear more insights from Zak, check out his FoST Film, “Neuroscience, Empathy, and The Dramatic Arc" ([ Ссылка ]).

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