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 17, 2011
Should Washington, D.C., allow taller buildings?
Suggestions are being made that Washington revise its restrictions on building heights. Architect Roger Lewis, who raised the topic in the Washington Post a few weeks ago, argues for a modest relaxation of the height limits, and thinks that concerns about ruining the city’s aesthetics are unfounded.
| May 17, 2011
The New Orleans master plan
At an afternoon panel during last week's AIA National Conference in New Orleans, Goody Clancy Principal David Dixon and Manning Principal W. Raymond Manning shared their experiences creating the New Orleans Master Plan, a document that sets a new course for the city, from land use and transportation planning to environmental protection.
| May 17, 2011
Do these buildings look like buffalo to you?
It’s hard to contemplate winter now that we’re mid-spring, but when the seasons change, ice skaters in Winnipeg will be able to keep warm in plywood shelters designed by Patkau Architects. The designers created temporary shelters inspired by animal behavior—specifically, buffalo bracing against the wind. Check them out.
| May 16, 2011
USGBC and AIA unveil report for greening K-12 schools
The U.S. Green Building Council and the American Institute of Architects unveiled "Local Leaders in Sustainability: A Special Report from Sundance," which outlines a five-point national action plan that mayors and local leaders can use as a framework to develop and implement green schools initiatives.
| May 16, 2011
Dassault Systèmes to distribute Gehry Technologies’ digital project
Dassault Systèmes and Gehry Technologies announced that Gehry Technologies’ Digital Project products will be integrated into the Dassault Systèmes’ portfolio and distributed through Dassault Systèmes. Digital Project is a suite of 3D BIM applications created by Gehry Technologies using Dassault Systèmes’ CATIA as a core modeling engine.
| May 11, 2011
DOE releases guide for 50% more energy-efficient office buildings
The U.S. Department of Energy today announced the release of the first in a new series of Advanced Energy Design Guides to aid in the design of highly energy efficient office buildings. The 50% AEDG series will provide a practical approach to commercial buildings designed to achieve 50% energy savings compared to the commercial building energy code used in many areas of the country.
| May 10, 2011
Google hires Ingenhoven Architects to design new Mountain View office
The current Googleplex is straining at the seams and yet the company is preparing its biggest hiring surge ever, so Google decided now’s the time to build its own office space—a first for the Internet giant. The company hired Ingenhoven Architects, a German firm that specializes in sustainable architecture, to create plans for what could be a 600,000-sf office.
| May 10, 2011
Solar installations on multifamily rooftops aid social change
The Los Angeles Business Council's study on the feasibility of installing solar panels on the city’s multifamily buildings shows there's tremendous rooftop capacity, and that a significant portion of that rooftop capacity comes from buildings in economically depressed neighborhoods. Solar installations could therefore be used to create jobs, lower utility costs, and improve conditions for residents in these neighborhood.
| May 10, 2011
Dinner is now served…atop the Lincoln Memorial?
Take a look at the temporary restaurant sitting atop Brussels’ historic Arc de Triomphe-Triomfboog. The Cube, by Electrolux, offers 18 diners a spectacular view of the Parc du Cinquantenair, and is one of two structures traveling across Europe, making stops at famous landmarks in Belgium, Italy, Switzerland, Sweden, and Russia. What do you think about one of these 60-tonne structures being placed on a U.S. memorial?
