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
| May 25, 2011
Register today for BD+C’s June 8th webinar on restoration and reconstruction projects
Based on new and award-winning building projects, this webinar presents our “expert faculty” to examine the key issues affecting project owners, designers and contractors in case studies ranging from gut renovations and adaptive reuses to restorations and retrofits.
| May 25, 2011
Hotel offers water beds on a grand scale
A semi-submerged resort hotel is the newest project from Giancarlo Zema, a Rome-based architect known for his organic maritime designs. The hotel spans one kilometer and has both land and sea portions.
| May 25, 2011
Smithsonian building $45 million green lab
Thanks to a $45 million federal appropriation to the Smithsonian Institution, the Smithsonian Environmental Research Center in Edgewater, Md., has broken ground on what is expected to be one of the most energy-efficient laboratories in the country. The 69,000-sf lab is targeting LEED Gold and is expected to use 37% less energy and emit 37% less carbon dioxide than a similar building.
| May 25, 2011
World’s tallest building now available in smaller size
Emaar Properties teamed up with LEGO to create a miniature version of the Burj Khalifa as part of the LEGO Architecture series. Currently, the LEGO Burj Khalifa is available only in Dubai, but come June 1, 2011, it will be available worldwide.
| May 25, 2011
Developers push Manhattan office construction
Manhattan developers are planning the city's biggest decade of office construction since the 1980s, betting on rising demand for modern space even with tenants unsigned and the availability of financing more limited. More than 25 million sf of projects are under construction or may be built in the next nine years.
| May 25, 2011
Olympic site spurs green building movement in UK
London's environmentally friendly 2012 Olympic venues are fuelling a green building movement in Britain.
| May 25, 2011
TOTO tests universal design at the AIA conference
If you could be 80 years old for 30 minutes—and have to readjust everything you think you know about your own mobility—would you do it?
| May 20, 2011
Hotels taking bath out of the bathroom
Bathtubs are disappearing from many hotels across the country as chains use the freed-up space to install ever more luxurious showers, according to a recent USAToday report. Of course, we reported on this move--and 6 other hospitality trends--back in 2006 in our special report "The Inn Things: Seven Radical New Trends in Hotel Design."
| May 19, 2011
BD+C’s "40 Under 40" winners for 2011
The 40 individuals profiled here are some of the brightest stars in the AEC universe—and they’re under the age of 40. These young architects, engineers, contractors, designers, and developers stood out among a group of 164 outstanding entrants in our sixth annual “40 Under 40” competition.