www.teamthinking.co.uk
Selling with Neuroscience
2012
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“Neuroscience is where the intellectual action is these days” – "#$ %&'$()$(
“ -2 3224 56 7289 8:6;5 <2;763=>2<=2 2?27@AB272 5B232 98@3C -B@ 872 D26DE2 so interested in it right now?” – *+()+(, -.'/0$'' 1$)/$2 “ The possibilities for neuroscience are almost limitless” – "#$ 3/0+04/+5 "/6$'
‘Brain Matters’ – gaining
the competitive advantage through neuroscience 0
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<=2 5B2 H>735 =8?248< HE6FF29 8 H;77@ 484465B 3I>< 56 B>3 <2>FB:6;7J 3A287>3 3D6;32 A6;E9 :2 92E>FB529 A>5B 5B2 D;7=B832C #94>5529E@J >< 5B2 4>9KLM5B 12<5;7@J 5B85 96@2< 6H 38E23 8<9 =B84D>6< 6H 5B2 D63>5>?2 42<58E 855>5;92J ->EE>84 1E242<5 *56<2 38>9N “ !"#$% "'$ ()*+,*-$*+ ./)* +0$ "++,+.1$ )2 +0$ %"#$%3"*4 *)+ +0$ "++,+.1$ )2 +0$ /')%/$(+ ” 5 %6AJ 5B85 A83 8< ><527235>53 5>42C -B85 A6;E9 '7 *56<2 B8?2 4892 6H 5B2 46927< 89?8<=23 >< <2;763=>2<=2J $ A6<927O 0<2 =8< 65 D7232<53 A>5B 8E8=7>5@J 72=6F<>3>3 723287=B A2 <6A B8?2 5B2 6DD675;<>5@ <65 65;92 6H 5B2 38E234892<5>H@ 8<9 therefore better understand the attitude of the ‘prospect.’ $5 >3 283@ 56 H67F25 >< 5B>3 2E2=576<>= 8F2 5B85 8EE 38E23 2?2<5;8EE@ ><5278=5>5B D26DE2C P26DE2 A>5B :78><3J H22E>6<3 8<9J A8>5 H67 it, yes, needs. It is more important than ever in today’s tough economic =E>4852 5B85 A2 72K2Q84><2 4;=B 6H 5B2 6E9KH83B>6<29 5B>23C '8<@ 56D =64D8<>23 =6<5><;2 56 >< H6748E 38E23 578><>3 D76?><892G;852 56 5B2 9248<93 6H 46927< 487I253C $5 A6;E9 :2 <6 2Q8FF2785>6< 56 38@ 5B85 5B2@ 872 4272E@ =64D6;<9>358I23 6H 5B2 D835C (B232 32EE>8E 276<42<5C !;5 AB2< @6;7 =;3564273 872 @6;7 D875<273 – B6D2H;EE@ E6=3 872 6:?>6;3E@ =6;<527KD769;=5>?2C %6A898@3J 5B2 38E23 D2736< 8<9 5B2 =;356427 872 E66I>?2 8<9 3;DD675>?2 72E85>6<3B>DJ <65 8 G;>=I H>QC (B>3 >8EE@J 24D85B@ :25A22< 32EE27 8<9 :;@27C
1
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$< B>3 A67IJ ‘:"'*essing the Science of Persuasion’ H67 5B2 .87?879 !;3><233 "2?>2AJ "6:275 !C 1>8E9><>J P76H23367 6H P3@=B6E6F@J #7>R6<8 *5852 !;3><233 *=B66EJ A7652N “ ;) 7). 0"8$ ,+ – +0"+ 3"-,("# /)6$' +) ("/+.'$ 7).' ".1,$*($4 %6"7 .*1$(,1$1 (.%+)3$'% "*1 ()*8$'+ )//)*$*+%9 <% /$'%."%,)* '$"##7 3"-,(9 Must we ordinary types struggling with leadership’s greatest challenge – -$++,*- +0,*-% 1)*$ +0').-0 )+0$'% – 1$%/",' )2 $8$' 3"%+$',*- +0,% "'+9 =))1 *$6% – 2')3 >$0"8,).'"# %(,$*($? /$'%."%,)* 6)'@% >7 "//$"#,* /'$1,(+">#7 +) 1$$/#7 '))+$1 0.3"* *$$1%5” 2
#EE 32EE>3 :78>< D76=233J >< AB>=B 5B2 38E23D2736< =644;<>=8523 A>5B 5B2 =;356427S3C #3 4;=B 83 MTU 6H 6;7 92=>3>6<3 872 4892 :@ 5B2 3;:=6<3=>6;3 4><9C As a result, the world’s largest and most 36DB>35>=8529 =64D8<>23 872 8DDE@>< <2;763=>2<=2 56 =72852 :78<93J D769;=53J D8=I8F2 923>F<3J 487I25>F<3J 35672 276<42<53J 8<9 4;=B 4672 5B85 872 923>F<29 56 8DD28E 9>72=5E@ 8<9 D6A27H;EE@ 56 6;7 :78><3C %2;76K32EE>3=6?27>23 8:6;5 5B2 :78>< 56 ;<927358<9 B6A >5 >3>6E9>=85>6=2C #EE 6H 5B232 87283 <6A B8?2 8 :78>?2 5B85 3B6;E9 =B867>5>32 6;7 32EE>23C Our brain has what could be termed a ‘threat detector’ whose sole function >3 56 92=>92 85 5B2 4642<5 6H H>735 =6<58=5 AB25B27 5B2 D2736< >< H76<5 6H ;3 >3 8 H7>2<9 67 8 H62C +6=8529 A>5B>< 5B2 3;:=675>=8E :78>5 >3 ><=8D8:E2 6H 5B6;FB5 67 785>6<8E>R85>6< 8<9 728=53 D;72E@ 6< ><35><=5 :@ B6A >5 D27=2>?23 5B2 A67E9 876;<9 >5C So let’s bring this back to practicalities and think about what this means in 5B2 5@D>=8E 38E23 3>5;85>63 D76=233 ><=E;923 3B;55>=B 428<3 8<@ 6DD675;<>5@ @6; B89 56 2358:E>3B 78DD675 B83 V;35 :22< 4892 4;=B 4672 9>HH>=;E5C To avoid alarming the ‘threat detector’ in your customer’s brain, the signals 5B85 @6; <229 56 F>?2 6;5 85 5B85 ?27@ H>735 D6><5 6H =6<58=5 <229 56 :2 H8?6;78:E2 8<9 ><35><=5>?2J >C2C @6;7 :69@ E83 ><=E;923 @6;7 46?242<53J F235;723J H8=>8E 2QD7233>63 ><>5>8E H>735 >4D7233>6< @6; =8< F25 6< A>5B 92?2E6D>6<3B>D A>5B @6;7 =;356427C $5 >3 important to note that what alarms one person’s brain ‘threat detector’ may well make another person’s ‘threat detector’ H22E =64H6758:E2 67 72833;729C *6J 5B2 H>735 352D >< 8=B>2?>3 B8?2 5658E H6=;3 6< F255>387429’ >5 A2 =8< 5B2< 46?2 6< 56 92?2E6D 8<9 :;>E9 78DD675J and open the potential customer’s message 3
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$5 B83 E62A 5B85 2465>6< >3 5B2 6DD63>52 6H 785>6<8E>5@J 67 H764 8 38E23 67 487I25>?2J 5B2 87F;42<5 >3 AB25B27 D26DE2 :;@ :78<93 H67 785>6<8E 67 2465>6<8E 72836<3C $< 5B2 46927< 87F;42<5 >5 >3 6H52< 358529 5B85 358523 5B85 D26DE2 872 2465>6<8E 8<9 <65 785>6<8E >< 5B2>7 92=>3>6< 48I>6 W8483>6J P76H23367 6H %2;763=>2<=2 8<9 W>72=567 6H 5B2 !78>< 8<9 17285>?>5@ $<35>5;52 85 5B2 /<>?273>5@ 6H *6;5B27< 18E>H67<>8J B83 4892 >5 ?27@ =E287 5B85 2465>6<3 872 8< >4D6758<5 >6<8E>5@C .2 72>4D6758<=2 6H 2465>6< >< ><527D2736<8E 72E85>6<3B>D3 ><=E;9>
4
#< 2465>6< >3 8 728=5>6< 56 36425B>< 6;7 276<42<5C $5 >3 8 3;7?>?8E 42=B8<>34 5B85 2Q>353 >< 8EE 8<>48E3C %2;76E6F>=8EE@J 8< 2465>6< 358753 >< 5B2 84@F98E8J D875 6H 5B2 E>4:>= 3@3524 6H 6;7 :78>< 5B2 6==>D>58E 72F>6<3 85 5B2 :8=I 6H 6;7 :78><3 8<9 ?>8 <2;78E 72=7;>542<5 D76=2293 56 5B2 H76<58E E6:23C (B>3 D76=233 6H ><527D72585>6< Y:8329 6< 42467>23Z D76=2293 ?>8 5B2 E>4:>= 3@3524 Y=2<572 brain) where it includes not only ‘what it is’J but also ‘how we feel about it’ 42467>23C (B2 H76<58E E6:23 872 <6A D7232<529 A>5B 8EE 5B2 42467>23 A2 B8?2 8:6;5 5B2 5B>6<8E 92=>3>6<3 8:6;5 B6A 56 728=5 56 5B>3C (B2 2465>6< F;>923 6;7 =6<3=>6;3<233 56 F>?2 8552<5>6< 56 AB85 >3 >< 6;7 276<42<5J 8<9 8E36 AB25B27 A2 3B6;E9 :2 465>?8529 56A879 67 8A8@ H764 >5C (B2 >4DE>=85>6<3 H67 38E23D26DE2 872 =6<3>9278:E2C $< 2332<=2J D26DE2 48I2 2465>6<8E 92=>3>6<3 AB>=B 5B2@ 5B2< 57@ 56 785>6<8E>32C (6 >3>6<3J 3;==233H;E 38E23D26DE2 <229 56 :2 8:E2 56 8=5>?852 5B2 8DD76D7>852 87283 6H 5B2 =;3tomer’s brain K 3642 =;3564273 ;32 4672 2465>6< 5B8< 785>6<8E 8<8E@3>3 AB2< 48I>3>6<3C X67 65B273J 5B2 72?2732 >3 57;2C Correctly identifying the customer’s buying preference and responding to it 8DD76D7>852E@ >3 =7;=>8EC $H 96<2 =6772=5E@J AB2< H8=29 A>5B 8 :;@>=2J 8 customer’s subconscious will encourage them to choose you rather than your =64D25>5673 K 2?2< >H @6;7 =;356427 :2E>2?23 5B2@ 872 8=5>?2 35;9@ :@ +6;>3>8<8 *5852 /<>?273>5@ B83 72?28E29 8 3=87=>5@ 6H 898D5>?2 38E23 578><>< ><>5>8E 38E23 578><>52 5B>3 H><9>?2 32EE>5>?2 >.7 ,*+) "1"/+,8$ %$##,*"% "* $22$(+,8$ 3$+0)15 <+ 0"% >$$* %0)6* +) ,*('$"%$ %"#$% /$'2)'3"*($4 "*1 %"#$%/$)/#$ 0"8$ ,*1,("+$1 ,* +0,% %+.17 +0"+ 3)'$ "1"/+,8$ %"#$% +'",*,*- ,% *$($%%"'74 ,* '$#"+,)* +) )+0$' +'",*,*- +)/,(%5’
5
#3 8 723;E5 6H 5B2 978485>= F76A5B >< ><527235 >< <2;76K32EE>?2 32EE>?273>5@ 56 2Q84><2 >53 D652<5>8E 76E2 >< 38E23 8<9 487I25>< D875>=;E87J 5B2 <2;78E D76=23323 ;<927E@><9>?>9;8ES3 :;@>=2C P76V2=5 E28927J P76H23367 *52?2 -66EF87 38@3N “ A0,% +0'$$B7$"' /')C$(+ 6,## >$ +0$ 2,'%+ #"'-$B%("#$ %+.17 )2 0)6 $3$'-,**$.')#)-,("# @*)6#$1-$ ">).+ 0.3"* 1$(,%,)*B3"@,*- ,% +'"*%2)'3,*- +0$ +$(0*,D.$% )2 +0)%$ 60) %$$@ +) ,*2#.$*($ +0$ >$0"8,).' )2 ()*%.3$'%5 <+ 0"% 2"' '$"(0,*- ,3/#,("+,)*% 2)' 60"+ 6$ @*)6 ">).+ 0)6 0.3"*% 3"@$ +0$,' (0),($%4 +0$ ')#$ )2 +0$ >'",* "*1 +0$ 2"(+)'% "+ /#"7 ,* $8$'71"7 1$(,%,)*% 6$ "## +"@$5” %2;763=>2<=2 B83 =B8F4 6H B6A 6<2 3B6;E9 ?>2A 5B2 >33;2 6H 2465>6<3 8<9 785>6<8E>5@C $5 528=B23 ;3 5B85 2465>6<3 DE8@ 8< ‘attentioning’ role in the scheme of how we become conscious of things and 5B85 AB2< 8552<5>6< >3 F>?2< 56 36425B>C2C 42467>23 872 E8>9 96A3 =6<32G;2<5E@ 428<3 5B85 8<@ 65B27 72H272<=2 56 5B2 :78<9 E2893 56 :>FF27 <2;76<8E <25A67I3 Y42467>23Z :2>4;E8529C Neuroscience teaches us that this ‘attentioning’ role of emotions has a D63>5>?2 67 <2F85>?2 ?8E2<=2C 07J 83 A2 ;32 5B2 5274 >< 487I25>5 465>?8523 ;3 56A879 67 8A8@ H764 36425B>2<=2 9246<3578523 5B85 5B>3 76E2 6H 2465>6< DE8@3 8F8><35 5B2 :8=IF76;<9 6H 65B27 H22E>3 5B2 ‘state of the body’ or how we feel. Neuroscience demonstrates that a consumer’s expected soma of a brand will aHH2=5 5B2>7 6A< 3648C %2;763=>2<=2 E2893 ;3 56 ;<927358<9 >33;23 8:6;5 B6A 72D28529 2QD63;72 56 89?275>3242<53 8<9 72=6F<>5>6< 6H 89?275>3242<53 2HH2=5 4>FB5 A67IC X67 ><358<=2J 5B2 4><9K8E527>3>< 8 72487I8:E2 35;9@ 6H 5B2 A8@ >< AB>=B :78<9 72=6F<>5>6< 8HH2=53 5B2 A67I>8529 A>5B D875>=;E87 :78<93 =8< :2 so powerful that they have the ability to physically alter consumers’ brains 8<9 5B;3 =B87 D27=2D5>6<3 6H 8 D769;=5J 8==679>42<5C
6
(B2 2QD27>42<5J 8 E8:678567@K=6<576EE29 ?273>6< 6H 5B2 famous ‘P)P*$ Challenge‘, revealed that flavour seems to :2 5B2 E835 5B>< 5B2>7 D72H272<=2 :25A22< 5A6 7>?8E 97><9J 5B2@ 3B6A29 <6 D72H272<=2C .6A2?27J AB2< 5B2 D875>=>D8<53 A272 3B6A< =64D8<@ E6F63 :2H672 5B2@ 978= >4D8=5N 5B722KG;875273 6H 5B2 5835273 92=E8729 5B2@ D72H27729 16I2C #5 5B2 3842 5>42 5B2 723287=B273 H6;<9 5B85 5B2 16I2 E8:2E 35>4;E8529 8 B;F2 ><=72832 >< 8=5>?>5@ >< D8753 6H 5B2 :78>< 8336=>8529 A>5B =;E5;78E I<6AE29F2J 42467@ 8<9 32EHK>48F2 K 36 4;=B 5B85 5B2 3=>2<5>353 =6;E9 ;32 :78>< 3=8<3 56 D729>=5 AB>=B 36H5 97><9>?>9;8E A83 E>I2E@ 56 D72H27C (B2 P)P*$ E8:2E D769;=29 <6 3;=B ><=72832C $5 >3 :2E>2?29 56 :2 5B2 H>735 5>42 5B85 :78<9 487I25><9>EE :2 6H F7285 ><527235 56 487I252273 876;<9 5B2 A67E9C '8F8R><2 D;:E>3B273 A>EE :2 ><52723529 >< 5B2 H><9><23 :78<93 >< 5B2>7 6A< 7>FB53J >5 =8< 8E36 874 D;:E>3B273 A>5B 35765>6< F2<278529 :@ 5B2>7 D7><5 893C (B2 3=>2<5>353 =B632 P)P*$ 8<9 16I2 :2=8;32 5B2 5A6 97><9>35>3B8:E2 >< =6E6;7 8<9 58352 @25 48<@ D26DE2 2QD7233 8 92H><>52 D72H272<=2 H67 6<2 67 5B2 65B27 36H5 97>'",* 60,(0 #$"1% +) " >$0"8,).'"# $22$(+5”
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7
Simply looking at a person‘s brain scan, W7 Montague’s team A272 8:E2 56 D729>=5 AB>=B 36H5 97><9>?>9;8E =6<=27<29 A83 E>I2E@ 56 D72H27 C “B$ 2$($ 'C.00$, &D #E2 $+'D C#/' 2+'FF ”
(B2 ?2<578E D;5842=B >3 >< 72A879K72E8529 E287<>?2 AB2< D26DE2 97>3 >3 2QD2=529 83 5B2 :78>< 572853 5B2 DE2838<5 58352 6H 3;F8729 A8527 83 8 72A879C .6A2?27J 5B2 3=8<3 8E36 3B6A29 5B85 5B2 B>DD6=84D;3 8<9 96736E85278E D72H76<58E =6752QJ 87283 6H 5B2 :78>< >< 72=8EE>6<3 8<9 =;E5;78E 42467>23J A272 >E2J B89 ?>75;8EE@ <6 2HH2=5C #3 2G;>D42<5 5B85 4283;72 :78>< H;<=5>6<3 :2=642 =B28D27J 4672 2HH>=>2<5J 8<9 578<3D6758:E2J 5B272 A>EE :2 H;75B27 8DDE>=85>6<3 8<9 I<6AE29F2 8?8>E8:E2 56 487I25>=8E 3=>2<5>H>= 9>3=6?27>23 A>EE F;>92 ;3 56 ;<927358<9 8 E65 4672 8:6;5 5B2 76E2 6H 5B2 :78>< 8<9 2465>6<3 >< 32EE>3=6?27>23 >< <2;763=>2<=2 872 72?6E;5>6<>R>735K=2<5;7@ E>H2J 8<9 32EE>3 <6 2Q=2D5>6<3>FB53 ><56 5B2 B;48< :78>< D764>32 56 723B8D2 5B2 A8@ =64D8<>23J :78<93J 8<9 D769;=53 F25 <65>=29J F25 E>I29J 8<9 F25 :6;FB5C )HH2=5>?2 32EE>3 5B2 E>H2:E669 6H 8<@ 67F8<>385>6<=728329 =64D25>5>6< 8<9 B>FB27 =;356427 2QD2=585>6<3 48I2 >5 56;FB 56 =E632 :65B <2A 8<9 72D285 :;3><233C *8E23D26DE2 8<9 89?275>3273 B8?2 8EA8@3 A8<529 56 F25 ><3>92 6;7 B2893 8<9 5B2@ =E8>4 56 :2 F255>3>3 2?27@AB272C '87I252273 872 :2><9 <2A 8<9 ><<6?85>?2 A8@3 56 48I2 5B2>7 42338F23 358<9 6;5C !;5 96 5B2@ 728EE@ I<6A AB85S3 =;55>EE 5B2@ F6 56 H><9 6;5O #9?275>3273 872 <6A 5284>5B <2;763=>2<5>353 H67 8<3A273C (B2@S72 ;3>< >48F>5278EE@ E66I ><3>92 6;7 B2893C $< 5B2 B6D2 8
6H 32EE>3273 872 5;7<>< 3=>2<=2C (B2 <2;76K32EE>3 5B85 >H A2 =8< =8D5;72 8<9 ;<927358<9 5B2 2465>6<3 6H 5B2 D26DE2 5B85 872 :;@>3>3 F6>?2C #<9 >H A2 A8<5 56 B6E9 6;7 487I25 3B872J A2S?2 F65 56 D;5 42338F23 6;5 5B272 8<9 =6<=2 D26DE2 5B85 5B2@S72 96>FB5 5B>2<5S3 D769;=5C %2;763=>2<5>35 W7 *B8<2 '66< A7652 N “ A0$ /)6$' )2 *$.')%(,$*($ ("* >$ %$$* ,* %$##,*- 60$* 6$ 3)8$ ,*+) 3)'$ ()3/#$H %"#$%5 <* %,3/#$ %$##,*- 6$ -) %+'",-0+ 2')3 "(+,)* +) +0$ (#)%$5 I$,*- +)) "--'$%%,8$ 3$"*% 6$ ("* 3,%% ).+ )* $H+'" >.%,*$%% 6$ ().#1 -$+ >7 -),*g by the ‘scenic route’. Building rapport, opening up the sale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” (B2 =87 48I27 *E0,+ >3 6<2 6H 8 F76A><23323 ;3>2<=2 56 E287< B6A 8<9 AB@ =6<3;4273 92=>92 AB85 56 :;@C /3>< 3=>2<=2 52=B<6E6F@ 56 46<>567 D85>2<53 6;53>92 5B2 E8: K *E0,+ 9G B83 723287=B29 5B2 2465>6<3 6H :;@273 ?>3>5>D3C .2875 7852J 723D>785>6< 8<9 4;3=E2 =6<578=5>6< 872 846< 8< 85524D5 56 >92<5>H@ 5B2 57>FF273 H67 8 38E2C (B>3 >3 8<8E@329 8F8><35 8 782<=23 >< 28=B 38E237664C *E0,+ H6;<9 5B2 723;E53 36 D273;83>?2 5B85 >5 >3 724692EE><>E67 D>5=B23 8==679>8E :;@27S3 35852 6H 4><9C $8< #743576=85>6<3J *E0,+ 9GJ 2QDE8><3N “Conventional research on#7 -$+% 7). %) 2"' >$(".%$ ,+M% '"+,)*"#,%"+,)* "2+$' +0$ $8$*+4 "*1 3)%+ 1$(,%,)*B3"@,*- ,% 1)*$ %.>()*%(,).%#75 J$ %$+ out to measure physical changes people cannot consciously control.” 9
*E0,+ >3 <65 8E6<2 >< :2E>2?>< 3=>2<=2 =8< :6635 5B2 :65564 E><2C # F76A><23323 38@ 5B85 5789>5>6<8E A8@3 6H ;<927358<9>72=5 G;235>6<>6;7 K 96< AB@ A2 :;@ 6<2 D769;=5 6?27 8<65B27C #<9 5B2@ 872 5;7<>2<=2 H67 5B2 8<3A273C P76H23367 ,2448 18E?275 >3 =6KH6;<927 6H 5B2 ‘%2;7632<32’ =6<3;E58<=@J AB>=B =E8>43 56 D76?>92 =6<3;427 ><3>FB5 :@ 3=8<<><3C *B2 ;323 H;<=5>6<8E 48F<25>= 7236<8<=2 >48F>92<5>H@ AB>=B D8753 6H 5B2 :78>< 723D6<9 56 =2758>< 35>4;E>J 8<9 2E2=5762<=2DB8E6F78DB@ 56 578=I 5B2 :78>=8E 8=5>?>5@C (6 G;652 B27N “ N -')6,*- 2)(.% )2 ).' 6)'@ ,% "'3,*- (#,$*+% 6,+0 @*)6#$1-$ )2 60$* ,+M% 3)%+ "//')/',"+$ +) .%$ " /"'+,(.#"' 3"'@$+,*- +$(0*,D.$5” !7>5>3B :7689=83527 ,'(\ ;329 5B2 D76=29;723 56 F8;F2 72=2D5>?2<233 56 89?2753 85 9>HH272<5 5>423 6H 5B2 98@C (B2 ,'(\ B289 6H 723287=BJ *52?2 )EE>65J 2<5B;323N “ A0$ 2,*1,*-% 0"8$ >$$* '$($,8$1 3)'$ /)%,+,8$#7 +0"n any research we've ever done.” $5S3 283@ 56 322 AB@C (B2 35;9@ K AB>=B 46<>56729 723D6<323 >< D8753 6H 5B2 10
:78>< 8336=>8529 A>5B 2< >3 4672 72=2D5>?2 56 89?275>3>42J 8<9 5B85 5B>3 >3 83 2HH2=5>?2 8< 89 429>;4 83 D28IK5>42 (\ K H67 AB>=B 89?275>3273 D8@ 8 D724>;4C *52?2 )EE>65 8993 “ <+M% "* "//')"(0 +0"+ /')8,1$% " 6$##B').*1$1 "'-.3$*+ 60$* ()3>,*$1 6,+0 )+0$' 1"+"4 "*1 ,+M% 0"'1 +) D.$%+,)* +0$ '$%.#+% 60$* 2,*1,*-% "'$ accumulated in lab conditions.” (B>3 E835 D6><5 9246<3578523 5B2 D273;83>?2 D6A27 6H <2;763=>2<=2K:8329 723287=BC ,76A>3273 H67 D766H 6H B6A =644;<>=85>6<3 A67I 428<3 5B2 ><9;357@ >3 ;<927 D7233;72 56 H><9 8 <2A 4692EC 1B28D27J 4672 HE2Q>:E2 <2;76K>48F>=23 872 >< 5B2 D>D2E><2J 83 2<572D72<2;73 322I 56 =83B >< 6< 8< 2427F>< 5B2 :;3><233 A67E9 H67 469>H>29 429>=8E 9>8F<635>= 2G;>D42<5C !)555 (B2 >7723>35>:E2 H67=23 6H 9248<9 8<9 3;DDE@ 872 D76D2EE>2<=2 6< 5B2 H835 578=I 56A8793 5B2 =64427=>8E 48><357284C :E… -B272 96 A2 F6 H764 B272O .8?2 E66I 85 5B>3 72=2<5 =832 35;9@ AB272 <2;763=>2<=2 A83 23529 56 B2ED 8 H8>E>=23 company selling ‘managed services and business solutions’. .2 A83 D7646529 E835 @287 H764 8 Senior Sales Engineer’s role into a G;658 :287>5B 32?278E <64><8529 I2@ 8==6;<53C .>3 D7>42 6:V2=5>?2 >3 56 F76A :;3><233 67F8<>=8EE@ A>5B>< 5B232 2Q>35><9 B>3 72?2<;2 8<9 ,' 587F25C 11
$F85>6< 72?28E29 5B85 ,78B84 A83 3D2<9>3 5>42 A>5B 5B2 technical community which was, of course, his comfort zone. Graham’s D76H>E2 3B6A29 B>3 D72H27729 :2B8?>6;78E 35@E2 A83 8<8E@5>=8E >C2C 5B85 B2 A83 ?27@ =64H6758:E2J 8<9 85 B>3 :235J 25B 52=B<>=8E D26DE2 32EE>E 8<9 E6F>=C !;5J 6:?>6;3E@J 5B2 92=>3>6< 48I>53 872 4892 ;D 6H H;<=5>6<8E :;@273 3;=B 83 )Q2=;5>?23J !;3><233[0D2785>6<3J P76=;7242<5 8<9 (2=B<>=8E – 8 4>Q 6H 92=>3>6< 48I273 8<9 ><5272353 8E36 ><=E;929 =6<=2D53 8<9 H;5;723J 723;E53J =64D25>5>?2 89?8<58F2J D2736<8E>329 72E85>6<3B>D3 8<9 8H527 38E23 3;DD675C $< 67927 56 D76?>92 ,78B84 A>5B 8 4672 B6E>35>= 8DD768=B 56 32EE><527?2<5>6<[8DDE>=85>6< 6H neuroscientific tools enabled him to develop ‘key value propositions’ for 8EE 5B2 :2B8?>6;78E 35@E2 =64:><85>6<3 8<9 H;<=5>6<8E :;@273C (>42 8<9 925274><85>6< B83 3B6A< 5B85 ,78B84 >3 <6A 8A872 6H B>3 :E><9 3D653 8<9 B83 92?2E6D29 ><56 8 ?27@ 2HH2=5>?2 =644;<>=8567 3B6A>EE3 >< D273;83>6< 8<9 >?2 7236E;5>6< H67 :65B ,78B84 8<9 B>3 =;3564273C Until recently, we have not had any means of knowing “how the brain feels” 8:6;5 42338F23J D769;=53 8<9 327?>=23C !;5J <6A A>5B F7285 89?8<=23 >< :78>< >48F><=>9>5B B;F2 E28D3 >< =64D;527 8EF67>5B4>= 8<9 8<8E@5>=8E =8D8:>E>5>23J A2 <6A I<6A A>5B =6<3>9278:E2 =2758><5@ AB85 5B2 :78>< E>I23 8<9 AB85 >5 72V2=53C # 48V67 89?8<=2 >< 5B2 H>2E9 6H <2;763=>2<=2 5B85 B83 D875>=;E87 72E2?8<=2 56 32EE>3=6?27@ 6H 4>7767 <2;76<3 >< 5B2 :78>=8EE@J 46567 <2;76< 5B267@ 38@3 5B85 AB2< @6; A85=B 36426<2 D27H674 8< 8=5>6=8EE@ 3>4;E852 5B2 8=5>6< >< @6;7 6A< :78>2<5>353 B8?2 9>3=6?2729 5B2 2Q>352<=2 6H 3576?2 4>7767 <25A67I3 H67 2465>6<3C X67 2Q84DE2J AB2< @6; 2QD27>2<=2 8 H7>2<9 2QB>:>5>357233 AB>E2 52EE>< 3>4;E8523 3>4>E87 9>357233C #=5>?85>7767 <2;76< 3@3524 >3 6<2 6H 5B2 4635 2HH2=5>?2 A8@3 56 =6<<2=5 A>5B =;3564273C *B6A D769;=53 :2>735 3>D 6H B65 =6HH22C +25 5B2 =;356427 72?2E >< 5B2 8=5>6< :2>6< 8<9 2465>6< 56 >F<>52 5B2 4>7767 <2;76< 3@3524 >< 12
your customers’ minds and bring them subconsciously straight into the 2QD27>2<=2 6H @6;7 D769;=5 67 327?>=2C B#+C /' C#$ &(+/0 5EEH/0I JE(K X84>E>87>5@ >3 8:6;5 32=;7>5@ 8<9 H22E>E>87J DE283>6< 5B85 A2 B8?2 B89 :2H672J :2=8;32 A2 8<5>=>D852 5B2 72A8793 5B85 A2 I<6A 5B2 =6<<2=5>6< A>EE :7>I2 56 :;@ H764 5B632 AB6 872 E>I2 5B24 8<9 AB6 9>3DE8@ 5B2 3842 ?8E;23J 35@E23 6H =644;<>=85>66;73 25=C (B>3 >3 AB@ 2HH2=5>?2 :2B8?>6;78E 898D58:>E>5@ >3 36 >4D6758<5 H67 38E23D26DE2C P87896Q>=8EE@J 5B2 :78>< >3 8E36 978A< 56 <6?2E5@F $5 ?8E;23 8<9 322I3 6;5 AB85 >3 <2AC %6?2E5@ >3 5B2 3>?2 H8=567 >< 2HH2=5>?2E@ =8D5;7>53 D72=>6;3 8552<5>63 5B2 I2@ 56 D2<25785>?2 3;:K=6<3=>6;3 4><93C #<9J 6H =6;732J DE283;72 67 72A879 >48F23 872 >7723>35>:E2 56 6;7 :78><3C (B2 57>=I >3 56 H><9 6;5 AB85 5B632 872 8<9 B6A 56 D7232<5 5B24 56 28=B =6<3;427 F76;DC !78>< >48F>3 46?>3 F68E H764 D>D2 97284 56 728E>5@ 2?27@ 98@C .272 872 5B2 H>?2 48>< 32<323 8<9 AB85 5B2@ 428< 56 5B2 :;@>/'/E0 L #:6;5 6<2 G;87527 6H 5B2 B;48< :78>< >3 >< ?>3;8E processing, more than to any other sense. About 70 % of the body’s 72=2D5673 872 >< 5B2 2@23J :;5 ?>3>6< 9623 <65 B8DD2< >< 5B2 2@23J :;5 >< 5B2 brain. The easiest and most successful way to capture the ‘buying brain’s’ 8552<5>6< >3 5B76;FB F669 ?>3;8E3C :6$55 L *42EE3 872 48><29 9>72=5E@ ><56 6;7 =2<5723 H67 2465>6< 8<9 memory. Smell cues are hardwired into the brain’s emotional centre to 35>4;E852 ?>?>9 72=6EE2=5>6<3C -2 48I2 3;=B >4429>852J 922DJ 8<9 2465>6<8E connections with the smells we encounter, it makes perfect ‘sense’ to make 3=2<53 8?8>E8:E2 56 92E>FB5 67 2<3 6H 6;7 =;3564273C 0<=2 8 scent is embedded in a person’s :78>3;8E =;23 =8< =8;32 >5 56 :2 resurrected and even ‘experienced’. A TV commercial showing a person 38?6;7>FF27 5B232 3842 342EE 32<385>6<3 >< ?>2A273 5B76;FB AB85 >3 I<6A< 83 4>7767 <2;76<3C "+'C$ L #E5B6;FB 9>HH272<5J 342EE 8<9 58352 3B872 8 =6446< F68E 8<9 6H52< 6D27852 >< 3@<=B76<@ 56 9>35>3B 5B6;38<93 6H 9>HH272<5 HE8?6;73C (B2 ><5278=5>6< :25A22< 58352 8<9 342EE 2QDE8><3 AB@ E633 6H 8 32<32 6H 342EE 13
=8;323 8 327>6;3 729;=5>6< >< 5B2 6?278EE 58352 2QD27>2<=2J AB>=B A2 =8EE HE8?6;7C -2 52<9 56 342EE 36425B>5C *42EE B>53 6;7 :78>< ?27@ G;>=IE@C (8352 35>4;E85>6< >3 6<2 6H 5B2 32<323 4635 283>E@ 325 6HH :@ 4>7767 <2;76<3C #<@5>42 5B85 8< 8DD25>R>3 9>3DE8@29J >5 >3 >4D6758<5 5B85 38E23D26DE2 3B6A >5 :2>3 >3 4635 >4D6758<5 >< 35>4;E85>72J 8<9J 4635 >4D6758<5E@J 56 46?>= 42467>23 8336=>8529 A>5B B>FBE@ 2465>6<8E 4642<53 8==64D8<>23 :@ 36;<9C -2 487I 6;7 5789>5>6<8E I2@ 4642<53 >< E>H2 A>5B 4;3>=J H67 2Q84DE2J :>75B98@3J A299>6<3 8<9 H;<278E3C 0;7 D;D>E3 A>92< 8<9 2<967DB><3 ><=72832 AB2< A2 3>3 A2EE ?8E>98529 3=>2<5>H>= 9858 5B85 ;<=6<3=>6;3 D85>2<53 723D6<9 56 4;3>=C *6;<93 8E36 >= 56 2<2 38E23 25=C -B2< 8 :;@>< B2873 8 97>RRE2 6H H7@>3D3J 4>7767 <2;76<3 H>72 >< 3642 urgency: “I want some of that”. "E.4# L #E5B6;FB 6;7 32<32 6H 342EE >3 5B2 4635 2465>6<8EE@ 9>72=5 6H 6;7 32<323J 56;=B >3 5B2 6E9235 B;48< 32<32C 16<3>927 5B2 32<367@ =8D8:>E>5>23 6H 5B2 D769;=5 67 2QD27>2<=2 @6; 872 32EE>< 8<9 2Q84><2 A8@3 5B85 5B>3 =8< :2 D875 6H @6;7 42338F2C #<@ D769;=5 67 2QD27>2<=2 5B85 >3 58=5>E2 4;35 2Q=>52 8<9 >52 5B2 32<32 6H 56;=BC (B2 I2@ G;235>6< H67 67F8<>385>6<3 >3N “OK, brain science is fascinating, but, so what? "$55 .' #E2 2$ 4+0 use this knowledge to enhance our business.”
%2A 9>3=6?27>23 >< <2;763=>2<=2 872 72?6E;5>6<>3><233 E>H2 8<9 <6AB272 4672 5B8< >< 5B2 8DD768=B 56 32EE><3>FB53 ><56 5B2 B;48< :78>< D764>32 56 723B8D2 5B2 A8@ >< AB>=B =64D8<>23 2<3;72 5B85 5B2@ F25 5B2>7 D769;=53 67 327?>=23 <65>=29 8<9 :6;FB5C -2 B8?2 E287<29 how the buying brain functions; what’s attractive to it; how it decides what it likes and doesn’t like; and, ultimately, how it makes that all K>4D6758<5 578<3>5>6< H764 being a ‘shopping brain’ to becoming a ‘buying brain’. (B2 :78>< <65 66;7 K >5 48I23 ;3 AB6 A2 872C $5 8E6<2 92=>923 AB85 >3 >4D6758<5 2<6;FB 56 D8@ 8552<5>6< 56J 56 72424:27 8<9 56 8=5 6< 3=>2<=2 >3 <6A D6><5>23 5B85 D76D27E@ ;32 :78>< 3=>2<=2 H><9>EE 728=B 8<9 327?2 5B2>7 =;3564273 4672 2HH2=5>?2E@ 8<9 5B632 AB6 96 <65C 0
:78>4D76?29 42338F23 38E23D26DE2 =72852 83 8 723;E5 6H 3;=B I<6AE29F2J =8< 5B2@ 72E>8:E@ 2QD2=5 5B2>7 :78<9J D769;=5 67 327?>=2 56 :2 F>?2< 5B2 8552<5>6< >5 72G;>723 >H 5B2 =;356427 >3 56 :;@ >5C 0<2 /_K:8329 67F8<>385>6<>2<=2 9>3=6?27>23C Brain Mapping, a revolutionary development tool><357;42<5 based upon these exciting X67 H;75B27 >6< 8:6;5 B6A 5B>3 ;<>G;2 ;323 :78>< 3=>2<=2 advancements in neuroscience. 56 3;DD675 :;3><233J ;?<;G *818C PRISM can also be used to build effective teams, increase customer service and develop self awareness. For more information, contact Ian Davies: [email protected] or view our website: www.teamthinking.co.uk
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