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
| Oct 18, 2011
St. Martin’s Episcopal School expands facilities
Evergreen commences construction on environmentally sustainable campus expansion.
| Oct 17, 2011
THOUGHT LEADER: Allan Bilka, Senior Staff Architect and Secretariat to the IGCC
Allan Bilka, RA, is a Senior Staff Architect and Secretariat to the International Green Construction Code (IgCC) with the International Code Council, based in the ICC’s Chicago district office. He also serves as staff liaison to the ICC-700 National Green Building Standard. He has written several ICC white papers on green building and numerous green-related articles for the ICC. A registered architect, Bilka has over 30 years of combined residential design/build and commercial consulting engineering experience.
| Oct 17, 2011
Austin's newest urban apartment complex under construction
Complex sits on a four-acre waterfront site along Lady Bird Lake with spectacular city and lake views, and is slated to open spring 2013.
| Oct 17, 2011
Aerialogics announces technology partnership with CertainTeed Corp.
CertainTeed to provide Aerialogics’ Aerial Measurement Services to its credentialed contractor base and utilize the technology in its Roofing Products Division.
| Oct 17, 2011
Big D Floor covering supplies to offer Johnsonite Products??
Strategic partnership expands offering to south and west coast customers.
| Oct 17, 2011
Clery Act report reveals community colleges lacking integrated mass notification systems
“Detailed Analysis of U.S. College and University Annual Clery Act Reports” study now available.
| Oct 17, 2011
USGBC L.A. Chapter's Green Gala to feature Jason McLennan as keynote speaker
Chapter to presents inaugural Sustainable Innovation Awards,
| Oct 17, 2011
Schneider Electric introduces UL924 emergency lighting control devices
The emergency lighting control devices require fewer maintenance costs and testing requirements than backup batteries because they comply with the UL924 standard, reducing installation time.
| Oct 14, 2011
AISC develops new interoperability strategy to move construction industry forward
AISC is working to bring that vision to reality by developing a three-step interoperability strategy to evaluate data exchanges and integrate structural steel information into buildingSMART's Industry Foundation Classes.