Discover the Japanese secret to a long and happy life with the internationally bestselling guide to ikigai - 'a refreshingly simple recipe for happiness' (Stylist Magazine)The people of Japan believe that everyone has an ikigai - a reason to jump out of bed each morning. And according to the residents of the Japanese island of Okinawa - the world's longest-living people - finding it is the key to a longer and more fulfilled life.Inspiring and comforting, this book will give you the life-chang...

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neur...

How can a company that has never turned a profit have a multibillion dollar valuation? Why do some start-ups attract large investments while others do not? Aswath Damodaran, finance professor and experienced investor, argues that the power of story drives corporate value, adding substance to numbers and persuading even cautious investors to take risks. In business, there are the storytellers who spin compelling narratives and the number-crunchers who construct meaningful models and accounts. ...