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NAMED ONE OF THE BEST BOOKS OF THE YEAR BYThe Wall Street Journal Financial TimesNEW YORK TIMES BESTSELLERA young woman walks into a laboratory. Over the past two years, she has transformed almost every aspect of her life. She has quit smoking, run a marathon, and been promoted at work. The patterns inside her brain, neurologists discover, have fundamentally changed.Marketers at Procter Gamble study videos of people making their beds. They are desperately trying to figure out how to sell a new product called Febreze, on track to be one of the biggest flops in company history. Suddenly, one of them detects a nearly imperceptible patternand with a slight shift in advertising, Febreze goes on to earn a billion dollars a year.An untested CEO takes over one of the largest companies in America.