We think this is a Cool Friends interview you won't want to miss. Martin Lindstrom's studies are in the field of Neuromarketing. He describes it as a marriage between marketing and science that uses non-verbal expression techniques to make people express what's going on in their subconscious mind. In other words, it predicts buying behavior a customer can't express verbally, because even she may be unaware of what's going on in her subconscious. Sounds useful, right? But, would you want advertising based on the techniques aimed at you? Through his book Buyology: Truth and Lies About Why We Buy, Lindstrom takes the discussion of whether this technique should be used, how much it should be used, and when it should be used (in politics, for instance?) to the consumer. He feels that getting the consumer involved in the decisions made in this stage of the discipline's application is of paramount importance. You can read Martin Lindstrom's Cool Friends interview to learn more, or visit his website, www.martinlindstrom.com.