Rethinking thinking is about turning the gray matter of your brain into the gold of good judgment and superior achievement.

Specifically, it is about applying Antonio Damasio’s point from his best-selling book Descartes’ Error. In effect, Damasio said “I feel therefore I am” and now the exploding fields of neuroimaging, neuroeconomics, social and emotional neuroscience are proving Damasio to be correct.

The white accent, positioned like a lever between the gray and the gold, symbolizes this core of feeling and emotion that gives us the abilities to perceive, judge, decide and perform.

… Just in case you were wondering …