Your brain barely participates — the whole thing is run by nerve cells in your lower spine. In 60 seconds: what the dopamine climb does to your attention beforehand, the two-phase reflex that makes it happen, why evolution wired it to feel like a reward, and why desire switches off the second it’s over.
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Peter Sobat
Peter Sobat is a Los Angeles based creative entrepreneur who built his career in television, music videos, and documentaries. He helped develop the hit series Bridezillas, has directing and producing credits on MythBusters, Pimp My Ride, and Trading Spaces, and, as executive producer of Cypress Hill’s BReal TV, created The SmokeBox, which has generated billions of views. His award-winning music videos and documentaries have been shot on six continents for networks including CBS, MTV, ABC, ESPN, FOX, and Discovery, and for artists such as Snoop Dogg, Wiz Khalifa, Cypress Hill, Bone Thugs-N-Harmony, YG, Nipsey Hussle, and Wu-Tang Clan.
He founded BlurredCulture.com, a culture site that has reached millions of views, and The Bakerie, a cannabis brand that grew to operations in multiple states. Today he runs the Department of Peculiar Ideas (TheDopi.com), a boutique agency creating branding and campaigns for adidas, Nike, Ford, Ram, Japan Airlines, LAFC, Cookies, and High Times.