In this week's episode of the Hello FirstName podcast I'll be discussing chapter 4 'Why does Personalization work?' with Neuroscientist, PhD from Princeton, TEDx speaker, and multiple book author Matt Johnson. You can expect us discussing the following: How Matt ended up in psychology and neuroscience What neuroscience actually is Why does personalization work? How a distinction between implicit and explicit personalization fits with a neuroscience perspective If personalization can become too much and when How the element of serendipity connects to a good CX and personalization How personalization affects brand perception  Matt's own favourite example of personalization that he's experienced? Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.