The time has come to make a radical change in the way we approach customer and employee experience. And it's going to be quite a change ! For all the insights we have today have been gathered and validated by decades of scientific discoveries about brain grammar, backed up by mountains of data unearthed by behavioural (neuro)sciences. This book is part survey, part journey, part magic bullet, and will propel you into a new, inspiring, and exciting universe, one that is interconnected with a more human, innovative, and agile future ... To be part of it, each company will have to transform, with the help of my 9 reflexes, their concept of experience into one that is resolutely modern and positive, totally (re)connected to Homo-Sapiens and their cerebral grammar which has been in use for 300,000 years. From caves to companies.