1.      How we’ve created a society beyond the capabilities of our cognitive systems, and how things that were reasonably adaptive in the cave-dwelling days aren’t up to the challenges of modern life

2.      How our brains trip us up in everyday life (making bad decisions on a regular basis, being influenced by the outside environment, and not really knowing what goes on inside our own head)

3.      How human factors and persuasive technology can help us to save ourselves – or be used to unscrupulously used to sell us a bill of goods

4.      How to use this knowledge in design and engineering (for good, not for evil)