Today’s podcast puts the spotlight on our divided brain, as we discuss Lemon, the landmark new book from the IPA by System1’s own Orlando Wood. We’ve got Orlando here talking with Tom about the science behind the book, his inspiration and what exactly marketers can learn from it. Think you know all about the left and right brain? Lemon will make you think again.

In this episode we discuss:

• What’s Lemon all about?
• Why is it called Lemon?
• How did you get interested in the left- and right-brain? Hasn’t that stuff been debunked?
• How does it fit in with the IPA?
• Why is it so wide-ranging?
• Have we got examples of sour/left-brained advertising?
• What effects do you want the book to have?

The book will be released on the 15th October available to buy from the IPA, from the EffWeek conference (or we might be able to obtain a copy if you leave a lovely review of this podcast on iTunes).