Objectivism holds that people have free will, and also that free will lies in the area of cognition (i.e., there is a choice "to think or not to think"). There is now a growing scientific literature that supports this view and elaborates upon it. We now know that the capacity to shift attention is free, but also limited and powered by a distinct capacity—willpower. Raymond Raad will review the scientific data and offer implications for Objectivism and moral reasoning. He will also give advice for how to use the information to live better lives.