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The speaker emphasizes the importance of "magic words" that effectively communicate with the subconscious brain, which plays a significant role in decision-making. The subconscious operates automatically, allowing us to perform tasks without conscious thought, such as breathing during sleep. An example given is the experience of driving, where a person may not recall the journey but arrives at their destination, illustrating the subconscious brain's influence. The idea is that by using carefully chosen words, one can tap into this powerful part of the brain to enhance communication and understanding.