The Cultural Codes: a set of rules hidden in the collective mind that can be used when creating a post or article aimed at a particular audience. A post aimed at an American audience will not resonate with a German audience. This is why the advertising of the same product changes in different countries.

Narrative design: How to activate different neurotransmitters in the audience's brain depending on how we want them to feel.

Limiting beliefs: They are the obsolete drivers of our "operating system". Changing a single one doesn’t help so much. It is necessary to analyze the whole belief system and the tension between some beliefs with others. As well as the compensatory behaviors consequence of those beliefs.

Trauma: Big or small, it disconnects our anti-problem "internal firewall" causing us to stumble over and over again with the same stone.

The reason Pixar's stories manage to reach the heart of the audience in such an effective way.

The reason why some artworks and songs touch the audience's soul. Two different fields with the same effect, the unconnected dots can be connected and used in content creation.

And finally, because as a child I strived a lot to decipher what my parents wanted from me (complicated history where I had to interpret many situations). I almost never succeeded because my prefrontal cortex was not fully developed. So I wasn't able to predict what they wanted. But how it made me feel.