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
| Jul 20, 2012
K-12 Schools Report: ‘A lot of pent-up need,’ with optimism for ’13
The Giants 300 Top 25 AEC Firms in the K-12 Schools Sector.
| Jul 20, 2012
Higher education market holding steady
But Giants 300 University AEC Firms aren’t expecting a flood of new work.
| Jul 20, 2012
3 important trends in hospital design that Healthcare Giants are watching closely
BD+C’s Giants 300 reveals top AEC firms in the healthcare sector.
| Jul 20, 2012
Global boom for hotels; for retail, not so much
The Giants 300 Top 10 Firms in the Hospitality and Retail sectors.
| Jul 20, 2012
Gensler, Stantec, Turner lead ‘green’ firms
The Top 10 AEC Firms in Green Buildings and LEED Accredited Staff.
| Jul 19, 2012
Renovation resurgence cuts across sectors
Giants 300 reconstruction sector firms ‘pumping fresh blood in tired spaces.’
| Jul 19, 2012
Rental market pushing service, ‘community’
The Top 25 Giants 300 AEC firms in the Multifamily Sector keep four-legged tenants in mind.
| Jul 19, 2012
AEC firms ready to dive into public projects
But the size of the pool keeps shrinking for the Top 25 AEC firms in the Government Sector.
| Jul 19, 2012
BIM finally starting to pay off for AEC firms
In surveying Giants 300 firms about BIM, we went right for the jugular: Is BIM paying off—through cost savings, higher quality, or client satisfaction? Here’s what they told us.