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Human beings are primates, and primates are political animals. Our brains, therefore, are designed not just to hunt and gather but also to help us get ahead socially, often via deception and self-deception. But while we may be self-interested schemers, we benefit by pretending otherwise. The less we know about our own ugly motives, the better - and thus, we don't like to talk, or even think, about the extent of our selfishness. This is "the elephant in the brain".

Get relevant news and advice about public relations, corporate communications, social media and marketing each month from Arik Hanson and Kevin Hunt. Arik is a solo marketing and communications consultant in Minneapolis/St. Paul and Kevin leads channel development at CHS Inc.

Hansons Marathon Method tosses out mega-long runs and high-mileage weekends—two old-fashioned running traditions that often injure and discourage runners. Runners using the Hansons method will gradually build up to the moderate-high mileage required for marathon success, spreading those miles more sensibly throughout the week. Running easy days mixed with precisely paced speed, strength, and tempo workouts, runners will steel their bodies and minds to run the hardest final miles of the marathon—and finish strong.