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 24, 2012
Roofing Supply Group acquired by Clayton, Dubilier & Rice
RSG provides a complete offering of residential and commercial roofing materials and related supplies.
| Apr 24, 2012
McLennan named Ashoka Fellow
McLennan was recognized for his work on the Living Building Challenge.
| Apr 24, 2012
AECOM design and engineering team realizes NASA vision for Sustainability Base
LEED Platinum facility opens at NASA Ames Research Center at California’s Moffett Field.
| Apr 23, 2012
Vegas’ CityCenter called financial ‘black hole’
Two and a half years ago, stockholders filed six lawsuits after the stock price fell from $99.75 on Oct. 9, 2007, to $1.89 on March 5, 2009. Bondholders sued over similar steep losses.
| Apr 23, 2012
Innovative engineering behind BIG’s Vancouver Tower
Buro Happold’s structural design supports the top-heavy, complex building in a high seismic zone; engineers are using BIM technology to design a concrete structure with post-tensioned walls.
| Apr 23, 2012
AAMA releases updated specification for anodized aluminum
AAMA 611-12 describes test procedures and requirements for high performance (Class I) and commercial (Class II) architectural quality aluminum oxide coatings applied to aluminum extrusions and panels for architectural products.
| Apr 23, 2012
Thornton Tomasetti project wins AISC Merit Award
Thornton Tomasetti provided structural design services through construction administration to architect HOK for the 1.6-million-sf tower and tiara structure, which comprises 15 steel tube arches spanning approximately 158 feet horizontally and 130 feet vertically from the top of the main building roof.
| Apr 23, 2012
Construction underway on City Winery Chicago
The Building Team is maintaining the old brick and timber construction, while adding 5,000-sf of new construction in the form of a two-story addition within the site’s existing courtyard.
| Apr 20, 2012
McCarthy completes Santa Barbara Cottage Hospital Replacement Facility
The new hospital’s architectural design combines traditional Santa Barbara Spanish colonial architecture with 21st century medical conveniences highlighted by a therapeutic and sustainable atmosphere.
