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
Museums | Sep 21, 2015
Ma Yansong and Jeanne Gang revise Chicago lakefront Lucas Museum
New renderings of the proposed Lucas Museum show a scaled-down building on more green space.
Designers | Sep 21, 2015
Can STEAM power the disruptive change needed in education?
Companies need entrepreneurial and creative workers that possess critical thinking skills that allow them to function in collaborative teams. STEAM (science, technology, engineering, arts, and mathematics) education might be the solution.
Giants 400 | Sep 17, 2015
CONVENTION CENTER SECTOR GIANTS: Gensler, AECOM, Turner top rankings of nation's largest convention/events sector AEC firms
BD+C's rankings of the nation's largest convention/events sector design and construction firms, as reported in the 2015 Giants 300 Report.
Giants 400 | Sep 17, 2015
AIRPORT SECTOR GIANTS: KPF, Hensel Phelps, Jacobs top rankings of nation's largest airport terminal sector AEC firms
BD+C's rankings of the nation's largest airport terminal sector design and construction firms, as reported in the 2015 Giants 300 Report.
Museums | Sep 16, 2015
First look: Diller Scofidio + Renfro's The Broad museum in Los Angeles
LA's newest art museum combines gallery space and collection storage based around two design concepts: the veil and the vault.
Giants 400 | Sep 15, 2015
HOTEL SECTOR GIANTS: Gensler, AECOM, Turner among nation's largest hotel sector AEC firms
BD+C's rankings of the nation's largest hotel sector design and construction firms, as reported in the 2015 Giants 300 Report.
BIM and Information Technology | Sep 14, 2015
Is Apple's new iPad Pro a game changer for architects?
A stylus, split screen, and improved graphics make designing on the tablet easier.
Education Facilities | Sep 14, 2015
Gehry unveils plan for Children's Institute, Inc. campus in LA
The new facility, which will have rooms for counseling, afterschool activities, and youth programs, will allow CII to expand its services to 5,000 local children and families.
Architects | Sep 11, 2015
Haeahn Architecture wins design competition for Seoul work and press center
Building will have low roofs, open courtyard, and media facilities
Giants 400 | Sep 10, 2015
INDUSTRIAL SECTOR GIANTS: Stantec, Turner, Jacobs among top industrial AEC firms
BD+C's rankings of the nation's largest industrial sector design and construction firms, as reported in the 2015 Giants 300 Report