Moran Cerf is a neuroscientist and business professor at the Kellogg School of Management and the neuroscience program at Northwestern University. Dr Cerf is also a member of the institute on complex systems. In his work, Prof. Cerf helps individuals and businesses harness the current knowledge of the brain to improve thinking and understanding of customers and business decisions. His academic research uses methods from neuroscience to understand the underlying mechanisms of our psychology, behaviour changes, emotion, decision making and dreams. Recently, his research has addressed questions pertaining to the neural mechanisms that underlie decision-making, thereby offering a new perspective on predicting future choices and investigating how much free will we have in our decisions. He has made much of his research accessible to the general public via his public talks at PopTech, TED, TEDx, Google Zeitgeist, DLD and other venues, gathering millions of views and a large following.