Joe talks with Dr. Kevin Payne psychology & the social science of marketing. Kevin is the founder of Chronic Cow, a company aimed at assisting people living with a chronic illness, and also the author of “Your Life, Well Lived,” which illustrates how one can live the best version of their lives with chronic illness, as well as countless other insights. During this interview, Joe and Dr. Payne talk about the human identity, the accessibility of people’s personal data, chemical reactions involved in people’s decision making, and how each of those factors affect marketing strategy. Dr. Payne also shares how skydiving is more like chronic illness than anyone expected. To download the first chapter of “Your Life, Well Lived” visit http://chroniccow.com/ You can connect with Kevin on Linkedin https://www.linkedin.com/in/drkjpayne/