3 This Is Your Brain on Advertising
The doctor who rushed to the scene didn’t believe the story until Phineas Gage leaned over in his rocking chair and puked a cup of his own brains onto the porch floor.
It was a crisp autumn afternoon in Vermont in 1848. Just a few hours before the doctor’s arrival, Phineas had been a strong, intelligent, energetic man. A natural leader, he’d risen quickly through the ranks of construction crews, and by his mid-twenties he was the head of a team that built roadbeds.
That day, Phineas had been boring a deep hole in a rock. He filled it with explosives and packed the top with sand using an eight-foot-long tamping iron. He got distracted for a moment, and the iron sparked against the rock. The powder exploded. ...
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