Book Your Marketing Audit

006: The Neuroscience Of Decision Making With Dr. Eugene Choi

Published By: Uli Iserloh
Date: November 01, 2022

"Our brains are optimizing for survival, to keep you alive... because if you're not alive, then you're dead."

"The problem though is we're in that part of the brain for the majority of our adult life, even though we're not in an actual life-threatening scenario."

According to Dr. Eugene Choi, clinical pharmacist turned neuroscientist and sought-after transformational mindset coach, the brain will perceive all these uncomfortable emotions as a threat because there's research that shows that emotional pain can be just as painful as physical pain.

“We're in the survival state for 70% of our adult life, on average... it's fight, flight, freeze, fight, flight, freeze all the time,” and that's why Dr. Eugene is on a mission to help leaders get out of that constant survival state to operate at their highest levels.

In my latest podcast episode, Dr. Eugene unpacked the neuroscience behind decision-making and how to activate the executive part of our brains, so we can access more creativity and successful decision-making skills.

The possibilities are endless if we can get ourselves out of survival mode – so tune in to learn more about how our minds process stress, common mentality mistakes of business leaders, and why we need to take ownership of our outside responses.


  • “Our brain is in this reactive mode without thinking, not because your life is in danger, but because of the number of emotions we experience daily that are frankly uncomfortable.” (4:21-4:33| Dr. Eugene)
  • “If we're in the survival state for more or less about 70% of our adult life, on average, it's fight, flight, freeze, fight, flight, freeze all the time.” (9:14-9:22| Dr. Eugene)
  • “The good news is just like you can go to the gym and get stronger with your muscles; we can exercise our brains to improve and rewire the parts that are not serving us.” (18:36-18:47| Dr. Eugene
  • Once you're willing, then you're willing to take ownership. And when you're willing to take ownership, you're willing to get yourself the very thing you need to get to where you need to go.” (21:21-21:34| Dr. Eugene)
  • “When you enter an executive state, you're going to look at both the outside and inside. But in survival mode, you're only stuck on the outside, and that's disempowering.” (25:59-26:06| Dr. Eugene)

Connect with Dr. Eugene Choi

FREE TRAINING: How to Activate Your Brain’s Superpowers

Thank You For Listening!

If you enjoyed this episode, please leave a review! Your positive review helps others find this podcast and increase its visibility:

Getting to YES boils down to two things: Saying the right things and saying those things consistently… so if you want to go deeper, check out Uli’s one-page “Getting to YES” blueprint and training with the essential 9 persuasion prompts you need to leverage.

Connect With Uli

Click here to learn more about Uli’s marketing agency and available services.

Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.


Our team is here to take care of your marketing strategy and technology, so you can focus on what you do best... helping patients create optimal health and resolve underlying issues.

As a trusted partner for many practitioners and organizations (like the Evolution of Medicine and the Institute For Functional Medicine), we know exactly what you need to create a consistent stream of patients.

Meet Our Team »


Practitioners need to leverage technology so they can spend their precious time with only those prospects that are ready to work with them in a 1-on-1 relationship.

That's why we developed our proprietary framework to help you attract, nurture and convert the right prospects into patients leveraging patient pipelines, text message marketing and detailed tracking.

Learn more about our approach to patient acquisition »


Unlike other web designers, our team has deep expertise so you don't have to explain what you need build... why not tap into our team's collective insights from working with many of today's top practitioners?

We have a proven all-in-one technology framework that replaces close to a dozen softwares such as ActiveCampaign, Clickfunnels, Calendly, Teachable, Kajabi, LeadQuizzes and more.

Get your technology gameplan »
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram