Six Corporate Habits and Rituals that seem to be far-fetched The emotional brain neither has the capacity for, nor believes in, experimentation. Whatever it does is to be done the same way every time. Simply put, it firmly believes in the motto: Experimentum periculosm - Experimentation is perilous. This conservatism is both an asset and a liability. Both individual habits and institutionalized habits or rituals must be checked from time to time to see if they are working for us or against us.