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 19, 2011
AIA announces top 10 green Projects for 2011
The American Institute of Architects Committee on the Environment announced its Top 10 Green Projects for 2011. Among the winners: Cherokee Studios in Los Angeles, the Department of Energy's National Renewable Energy Laboratory in Golden, Colo., and the Vancouver Convention Centre West in Vancouver, British Columbia.
| Apr 18, 2011
Greening and Upgrading Today’s Vertical Transport Systems
Earn 1.0 AIA/CES HSW/SD learning units by studying this article and passing the online exam.
| Apr 14, 2011
U.S. embassies on a mission to green the world's buildings
The U.S. is putting greater emphasis on greening its worldwide portfolio of embassies. The U.S. State Department-affiliated League of Green Embassies already has 70 U.S. embassies undergoing efforts to reduce their environmental impact, and the organization plans to increase that number to more than 100 by the end of the year.
| Apr 14, 2011
How AEC Professionals Choose Windows and Doors
Window and door systems need to perform. Respondents to our annual window and door survey overwhelmingly reported that performance, weather resistance, durability, and quality were key reasons a particular window or door was specified.
| Apr 14, 2011
USGBC debuts LEED for Healthcare
The U.S. Green Building Council (USGBC) introduces its latest green building rating system, LEED for Healthcare. The rating system guides the design and construction of both new buildings and major renovations of existing buildings, and can be applied to inpatient, outpatient and licensed long-term care facilities, medical offices, assisted living facilities and medical education and research centers.
| Apr 13, 2011
National Roofing Contractors Association revises R-value of polyisocyanurate (ISO) insulation
NRCA has updated their R-value recommendation for polyisocyanurate roof insulation with the publication of the 2011 The NRCA Roofing Manual: Membrane Roof Systems.
| Apr 13, 2011
Professor Edward Glaeser, PhD, on how cities are mankind’s greatest invention
Edward Glaeser, PhD, the Fred and Eleanor Glimp Professor of Economics at Harvard University and director of the Taubman Center for State and Local Government and the Rappaport Institute for Greater Boston, as well as the author of Triumph of the City: How Our Greatest Invention Makes Us Richer, Smarter, Healthier, and Happier, on how cities are mankind’s greatest invention.
| Apr 13, 2011
Southern Illinois park pavilion earns LEED Platinum
Erin’s Pavilion, a welcome and visitors center at the 80-acre Edwin Watts Southwind Park in Springfield, Ill., earned LEED Platinum. The new 16,000-sf facility, a joint project between local firm Walton and Associates Architects and the sustainability consulting firm Vertegy, based in St. Louis, serves as a community center and special needs education center, and is named for Erin Elzea, who struggled with disabilities during her life.
| Apr 13, 2011
Virginia hospital’s prescription for green construction: LEED Gold
Rockingham Memorial Hospital in Harrisonburg, Va., is the commonwealth’s first inpatient healthcare facility to earn LEED Gold. The 630,000-sf facility was designed by Earl Swensson Associates, with commissioning consultant SSRCx, both of Nashville.
| Apr 13, 2011
Office interaction was the critical element to Boston buildout
Margulies Perruzzi Architects, Boston, designed the new 11,460-sf offices for consultant Interaction Associates and its nonprofit sister organization, The Interaction Institute for Social Change, inside an old warehouse near Boston’s Seaport Center.