One of my favorite studies that I put in the book was this. They took math students ? these were 800 SAT math score types ? and put them against the clock competing next to each other doing complicated math problems against the clock on a screen. They divided the two groups. They matched them for everything except for one factor, which they didn?t tell them about. They found out, through the questionnaire, group A had a positive relationship with their fathers around performance. Group B had a negative relationship with their fathers around performance. So, they put them in this time-sensitive forced high brain activity and they hooked their brains up to the scans. Then they start the clock. The problems start to work and they start to work. But the whole trick was this. The researchers subliminally ? you know what subliminal is ? they flashed on the screen, while the kids are working the problems, they flashed their father?s name on the screen subliminally. They didn?t know they had seen it. Their brain had seen it but their eyes didn?t know they had seen it. The kids that had the positive corner four relationship with the father, just the name coming up ? every time the name came up, their performance spiked, because that voice had been internalized. Group B, every time their father?s name came up, performance went the other way. This brain, the software of working your strategic plan is running on the internalizations that you, as the leader, are giving to people. They take it with them.