The human brain remains one of the great mysteries of our time. This remarkably complex biological structure employs billions of nerve cells and even more connection points to execute every thought, movement, function, and emotion in our bodies. All humans are equipped with what is essentially a supercomputer between their ears, yet we lack a complete understanding of how it works, or how to maximize its full potential. But this is starting to change.
Advancements in neurotechnologies, combined with billions of dollars in public and private funding flooding the fields of cognitive neuroscience and behavioral neuroscience, have made the “thinking brain” one of the hottest areas of scientific research.
President George H.W. Bush declared the 1990s the “decade of the brain” to mark the start of a federal-level funding and awareness campaign around brain research. In 2013, President Obama, during the launch of the public-private BRAIN Initiative, likened the mapping of the brain to the “space race” of the 1960s.
Advancements in neurotechnology, combined with billions in funding, have made the ‘thinking brain’ one of the hottest areas of scientific research.
Indeed, the race is on to unlock the secrets of the brain—to find a cure for diseases like Parkinson’s and Alzheimer’s; to treat disorders like Autism and PTSD; to enhance treatment of acute brain injuries; and to gain a better understanding of cognition and human behavior.
The excitement surrounding brain research has piqued the interest of business leaders, who traditionally have relied of experience, intuition, and tried-and-true methods for many facets of business, from sales and marketing to recruitment/retention to operations.
Why do people make the decisions they do? And, more importantly, how can we effectively influence people in their decision-making? The answers to these questions have the potential to transform any business organization, including AEC firms.
With this understanding, the SMPS Foundation, the research arm of the Society for Marketing Professional Services, set out to explore the known principles and most recent research surrounding the human brain and behavioral science. The goal: to discover connections between the science and the AEC business.
This six-month research project, headed by psychologist and behavioral scientist JonRobert Tartaglione, Founder of Influence51, culminated in August with the release of a 20-page report, “The Neuropsychology of Influence and Decision-Making.” In it, Tartaglione presents distinct concepts related to influence and decision-making, with advice on how AEC firms can apply these concepts.
On behalf of the SMPS Foundation Board of Trustees (I’m a proud two-year board member), I invite you to download this important report. It’s a must-read for any AEC firm leader.
Related Stories
Giants 400 | Sep 10, 2024
Top 40 Engineering Architecture Firms for 2024
Jacobs, AECOM, Kimley-Horn, WSP, and Alfa Tech Consulting Engineers top Building Design+Construction's ranking of the nation's largest engineering architecture (AE) firms for nonresidential building and multifamily housing work, as reported in BD+C's 2024 Giants 400 Report.
Mixed-Use | Sep 10, 2024
Centennial Yards, a $5 billion mixed-use development in downtown Atlanta, tops out its first residential tower
Centennial Yards Company has topped out The Mitchell, the first residential tower of Centennial Yards, a $5 billion mixed-use development in downtown Atlanta. Construction of the apartment building is expected to be complete by the middle of next year, with first move-ins slated for summer 2025.
Healthcare Facilities | Sep 9, 2024
Exploring the cutting edge of neuroscience facility design
BWBR Communications Specialist Amanda Fisher shares the unique considerations and challenges of designing neuroscience facilities.
Giants 400 | Sep 6, 2024
Top 100 Architecture Engineering Firms for 2024
Stantec, HDR, Page, HOK, and Arcadis North America top Building Design+Construction's ranking of the nation's largest architecture engineering (AE) firms for nonresidential building and multifamily housing work, as reported in BD+C's 2024 Giants 400 Report.
Office Buildings | Sep 6, 2024
Fact sheet outlines benefits, challenges of thermal energy storage for commercial buildings
A U.S. Dept. of Energy document discusses the benefits and challenges of thermal energy storage for commercial buildings. The document explains how the various types of thermal energy storage technologies work, where their installation is most beneficial, and some practical considerations around installations.
Giants 400 | Sep 6, 2024
Top 200 Architecture Firms for 2024
Gensler, HKS, Perkins&Will, Corgan, and Populous top Building Design+Construction's ranking of the nation's largest architecture firms for nonresidential building and multifamily housing work, as reported in BD+C's 2024 Giants 400 Report.
Office Buildings | Sep 5, 2024
Office space downsizing trend appears to be past peak
The office downsizing trend may be past its peak, according to a CBRE survey of 225 companies with offices in the U.S., Canada, and Latin America. Just 37% of companies plan to shrink their office space this year compared to 57% last year, the survey found.
University Buildings | Sep 4, 2024
UC San Diego’s new Multidisciplinary Life Sciences Building will support research and teaching in both health and biological sciences
The University of California San Diego has approved plans for a new Multidisciplinary Life Sciences Building, with construction starting this fall. The 200,000-sf, six-level facility will be the first building on the UC San Diego campus to bridge health science research with biological science research and teaching.
Codes and Standards | Sep 3, 2024
Atlanta aims to crack down on blighted properties with new tax
A new Atlanta law is intended to crack down on absentee landlords including commercial property owners and clean up neglected properties. The “Blight Tax” allows city officials to put levies on blighted property owners up to 25 times higher than current millage rates.
Resiliency | Sep 3, 2024
Phius introduces retrofit standard for more resilient buildings
Phius recently released, REVIVE 2024, a retrofit standard for more resilient buildings. The standard focuses on resilience against grid outages by ensuring structures remain habitable for at least a week during extreme weather events.