John Coates2012
Thinking is only something we do when we're no good at an activity
Emotions unify body and brain at the most important moments of our lives
Cortisol is the molecule of irrational pessimism
Financial markets aren't driven by rational actors—they're driven by bodies. Testosterone fuels the winner effect: each win raises T levels, which increases risk-taking, which produces more wins, creating a feedback loop that inflates bubbles. Cortisol does the opposite in downturns, producing irrational pessimism, learned helplessness, and chronic stress that compounds bear markets. The brain isn't separate from the body; it evolved to manage movement, and gut feelings, interoception, and pre-conscious processing are central to how traders (and everyone) actually make decisions. The fix for market instability is diversity—more women, older men, evaluation over full business cycles—and physiological toughening through controlled acute stress.
1: The biology of a market bubble
2: Thinking with your body
3: The speed of thought
4: Gut feelings
5: The thrill of the search
6: The fuel of exuberance
7: Stress response on Wall Street
8: Toughness
9: From molecule to market