We have 3 brains for the price of one. What has this got to do with being at the shop and buying white bread and vintage cheese that we know we shouldn’t be eating? Well for one it tells us how little control we have over the decisions we make when we are not giving conscious control to the neocortex. How do we do it? We have to build good habits. We have to ensure that we stack the deck to suit us. We have to ensure that we are giving ourselves a fighting opportunity to win against the marketeers who wants us to make the impulsive decisions to buy a pair of shoes we don’t need. If we rely on willpower we will lose.