Dr. Noah St JohnFounder, St. John Executive Coaching · The Caveman Conversion King | Keynote Speaker: Tame the Caveman in Your Brain™ | My $3 Billion Playbook turns AI fear into peak human performance | What kind of Caveman are you? Take the Caveman Quiz

Caveman Brain Costing Businesses Millions? Fix It Now!

9 Aug 2026 · 1 min

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In this segment, Dr. Noah St John shares a client case study about Charles, a North Carolina business owner who took a "caveman quiz" to assess his primitive, instinct-driven decision-making patterns. The quiz revealed that Charles' unaddressed "caveman" mindset was costing his business an estimated $1 million (potentially more) over the next 12 months. Dr. St John emphasizes that such financial losses are common among his clients, underscoring the urgency of identifying and taming these deep‑seated behavioral drivers to prevent substantial revenue drain.

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Let me give you a perfect example from one of my clients. So, I was talking with one of my clients named Charles. Now, he is a business owner in North Carolina. And he took the caveman quiz and did the calculator and realized this was costing him a lot of money if he didn't fix it. So, we were on a call and I said to him, well, Charles, how much do you think it is costing you if we don't fix this problem, if we don't take off the brake, and if we don't tame the caveman? Well, without batting an eye, he said, $1 million. This is easily costing me $1 million, if not more. You know, just in the next 12 months. I said, Charles, I hear this every day. I mean, people say to me all the time, Noah, this is easily costing me $1 million, could be $5 million or more. So, we got to get this handled. I said, so, I tell you what.