Orlando Wood is the Chief Innovation Officer of System 1. System 1 is a research company that has built its reputation in advertising testing and has a proven methodology that links emotional response to marketplace impact. Orlando is also the author of Lemon- published by the IPA, the book examines the world from left and right brain perspective and takes that learning into an evaluation of television advertising which Orlando proves and demonstrates has become a lot more left-brained in recent years. Building on the work of Peter Field and Les Binet, Orlando argues that this is leading to less memorable and less impactful advertising. In the episode, we explore the genesis of the idea, the research work that went into the book and Orlando's thoughts on why we have ended up with more left brain work and some thoughts on where all this might be heading. Sadly, Orlando's talk with the ARF at SXSW was canceled, so I am hoping those who planned to attend can listen to this and get and a very good idea of the great work that Orlando has done. The book Lemon can be found here.https://ipa.co.uk/knowledge/publications-reports/lemon