"Freud wasn't working, it was incompetent, so I looked around for something better, " he says.

FORBES: Magazine Article

"What we've found is that the unconscious mind doesn't really work the way Freud, Jung and others in the 20th century thought, " he said.

BBC: A golden age of discovery in neuroscience

The origins of the festival lie in the fertility rituals of pre-Christian Sweden, and there's a subtext to the pole that you don't need to be Sigmund Freud to grasp.

BBC: Here comes the sun in Sweden