{"product_id":"the-winner-effect-the-neuroscience-of-success-and-failure","title":"The Winner Effect: The Neuroscience of Success and Failure","description":"What makes a winner? Why do some people succeed both in life and in business  and others fail? Why do a few individuals end up supremely powerful  while many remain powerless?  The \"winner effect\" is a term used in biology to describe how an animal that has won a few fights against weak opponents is much more likely to win later bouts against stronger contenders. As Ian Robertson reveals  it applies to humans  too. Success changes the chemistry of the brain  making you more focused  smarter  more confident  and more aggressive. The effect is as strong as any drug. And the more you win  the more you will go on to win. But the downside is that winning can become physically addictive.  By understanding what the mental and physical changes are that take place in the brain of a \"winner \" how they happen  and why they affect some people more than others  Robertson answers the question of why some people attain and then handle success better than others. He explains what makes a winneror a loserand how we can use the answers to these questions to understand better the behavior of our business colleagues  family  friends  and ourselves.","brand":"My Store","offers":[{"title":"Default Title","offer_id":44642367275061,"sku":"ByrdShop_1250001676","price":58.12,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/ByrdShop_1250001676_271018ff-7c9c-449f-bbb7-9f89d4d407b1.jpg?v=1765021485","url":"https:\/\/atxbooks.com\/products\/the-winner-effect-the-neuroscience-of-success-and-failure","provider":"ATX Books","version":"1.0","type":"link"}