Neuromarketing scientists call the fight-or-flight portion of our brains the “old brain” or the “lizard brain” because it was the first part to develop. This is the decision-making area that asks one eternal question: “What’s in it for me?” or WIFM. That’s the question every person in the universe asks when flipping the yes-no switch in the brain. The old brain is the survival center, the security system that blocks out everything that’s risky and confusing and opting in favor of the safe, delightful, and satisfying.