Understanding how to solve the environmental crisis and over consumption is through the knowledge that the human brain itself has quite a large marketing function. Everybody can acknowledge that the brain has an accounting function as it cares about the efficient use of resources. It also has all kinds of algorithms and heuristics that are in many cases innate and built in, but it also has a marketing function. It really cares about image and status, effectively what something you do means to other people. I think it’s very difficult to produce magic in the world of physics or engineering, you can genuinely perform magic with perception. And one of the cleverest reframing’s you can do is make it a choice not to compromise.