How can businesses create extraordinary experiences for customers, employees and learners? Through 20 years of neuroscience research, Dr. Paul Zak has discovered what it takes to create it. Find out what characteristics define extraordinary experiences, how immersion is being used by movie studios and business, and its application in creating effective learning and training.     Dr. Paul Zak is the founding Director of the Center for Neuroeconomics Studies and Professor of Economics, Psychology and Management at Claremont Graduate University. He is a regular TED speaker and his most recent book is titled Immersion: The Science of the Extraordinary and the Source of Happiness. Dr. Zak is ranked in the top 0.3% of most cited scientists with over 180 published papers and more than 19,000 citations to his research. Dr. Zak is a recognized expert in oxytocin. His lab discovered in 2004 that oxytocin allows us to determine who to trust. This knowledge is being used to understand the basis for civilization and modern economies, improve negotiations, and treat patients with neurologic and psychiatric disorders.