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
| Dec 27, 2011
Suffolk Construction celebrates raising of Boston Tea Party Ships & Museum cupola
Topping off ceremony held on 238th Anniversary of Boston Tea Party.
| Dec 27, 2011
State of the data center 2011
Advances in technology, an increased reliance on the Internet and social media as well as an increased focus on energy management initiatives have had a significant impact on the data center world.
| Dec 27, 2011
USGBC’s Center for Green Schools releases Best of Green Schools 2011
Recipient schools and regions from across the nation - from K-12 to higher education - were recognized for a variety of sustainable, cost-cutting measures, including energy conservation, record numbers of LEED certified buildings and collaborative platforms and policies to green U.S. school infrastructure.
| Dec 21, 2011
DOE report details finance options for PV systems in schools
The report examines the two primary types of ownership models used to obtain PV installations for school administrators to use in selecting the best option for deploying solar technologies in their districts.
| Dec 21, 2011
AIA Chicago & AIA Chicago Foundation 2011 Dubin Family Young Architect Award announced
The Dubin Family Young Architect Award is bestowed annually and recognizes excellence in ability and exceptional contributions by a Chicago architect between the ages of 25 and 39.
| Dec 21, 2011
Few silver linings for construction in 2012
On the brighter side, nearly half of respondents (49.7%) said their firms were in at least “good” financial health, and four-fifths (80.2%) said their companies would at least hold steady in revenue in 2012.
| Dec 21, 2011
Hoboken Terminal restoration complete
Restoration of ferry slips, expanded service to benefit commuters.
| Dec 21, 2011
BBI key to Philly high-rise renovation
The 200,000 sf building was recently outfitted with a new HVAC system and a state-of-the-art window retrofitting system.
| Dec 20, 2011
Gluckman Mayner Architects releases design for Syracuse law building
The design reflects an organizational clarity and professional sophistication that anticipates the user experience of students, faculty, and visitors alike.
| Dec 20, 2011
Research identifies most expensive U.S. commercial real estate markets
New York City, Washington, D.C. and San Mateo, Calif., rank highest in rents.