Why do people say one thing and do another? What drives behavior? How does the brain work, and how can we best communicate with it? What does that mean for companies? Melina Palmer, the host of "The Brainy Business" podcast, has dedicated her career to seeking answers to these questions. Palmer uses behavioral economics to help corporations to entrepreneurs understand the psychology of why people buy, unlocking the secrets of small changes that make a big difference via her podcast, public speaking, and a column on Inc.com. The result is messaging, branding, advertisements, pricing, and products that are more brain friendly, meaning more leads, conversions, and revenue.