Mitch Bach talks with neuroscientist Paul Zak about his latest book "Immersion", and how the brain principles he's discovered can help tour operators create more engaging tours. Read Immersion here. View video + show notes on the Tourpreneur website As always, Tourpreneur+ members get accesss to bonus content, including a course on designing more immerive tours. Guest Bio Paul J. Zak is a professor at Claremont Graduate University and 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. Zak’s two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea.  Along the way he helped start a number of interdisciplinary fields including neuroeconomics, neuromanagement, and neuromarketing.  He has written three general audience books and is a regular TED speaker. His latest book, Immersion: The Science of the Extraordinary and Source of Happiness (2022), identifies the neurologic basis for extraordinary experiences and uses 50,000 brain measurements to show readers how to create high-impact marketing, entertainment, training, customer experiences, and employee experiences.  The book shows that extraordinary experiences drive up customer lifetime value and provide the neurologic foundation for increased individual happiness.