The human brain is the most complex organ of the human body. It is the reason why people behave the way they do. Mr. Biju Dominic talks about human behavior patterns caused by the brain at the subconscious level, and justifies this by narrating experiments conducted by neurologists. Additionally, he credits several books as sources of his understanding on the complexities of the human brain. Biju Dominic, Chief Evangelist of Fractal Analytics and Chairman of FinalMile Consulting, is a trailblazer in behavior architecture. With an initial career in traditional advertising, he transitioned to pioneer a novel approach by integrating insights from behavioral economics, cognitive neuroscience, and design. In 2007, he co-founded Final Mile Consulting, revolutionizing the understanding and influence of human behavior. Currently, Biju focuses on leveraging artificial intelligence and behavior architecture synergies at Fractal Analytics, aiming to empower every human decision through innovative and strategic insights. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx