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
| Apr 30, 2012
HSA Commercial selected as consultant for Orland Park’s Main Street Triangle project
HSA will be responsible for designing an overall mixed-use merchandise plan, attracting a unique retail tenant mix and completing leases with prospective tenants.
| Apr 30, 2012
Gilbane to manage retrofit of the Fraunhofer CSE R&B structure
Building is a first-of-its-kind research and demonstration building for sustainable technologies in Boston's Innovation District.
| Apr 30, 2012
KBE Building completes renovation at the ConnCAT
The $1.2 million project consisted of a 16,000-sf interior renovation.
| Apr 27, 2012
GreenExpo365.com to offer webinars on EPA’s WaterSense Program
Architects and builders interested in developing water-efficient buildings invited to attend free sessions featuring experts discussing water-efficient building practices.
| Apr 27, 2012
APA launches wood design web portal for building and design pros
Design professionals who are members of APA’s Professional Associates are automatically enrolled in the APA Designers Circle program.
| Apr 27, 2012
China Mobile selects Leo A Daly to design three buildings at its new HQ
LEO A DALY, in collaboration with Local Design Institute WDCE, wins competition to design Phase 2, Plot B, of Campus.
| Apr 27, 2012
CSM Group names Comerford as senior project manager
Comerford’s responsibilities include directing and verifying contract compliance by the trade contractors to ensure the owner’s expectations are met in respect to a quality finished project.
| Apr 27, 2012
Hampton Bays Middle School winner of the first National Green Ribbon Schools Program
School was the first LEED-certified public school in the state of New York.
| Apr 26, 2012
USGBC announces inaugural Green Apple Day of Service
On Sept. 29, 2012, participants from all over the world will volunteer to make the schools and campuses in their communities healthier and more sustainable.
| Apr 26, 2012
Gensler's Leiserowitz: Employs holistic philosophy to foster clients' creativity, comfort
Leiserowitz became regional managing principal in Chicago for San Francisco-based architecture and design giant Gensler a little more than a year ago.
