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
| Nov 3, 2010
Sailing center sets course for energy efficiency, sustainability
The Milwaukee (Wis.) Community Sailing Center’s new facility on Lake Michigan counts a geothermal heating and cooling system among its sustainable features. The facility was designed for the nonprofit instructional sailing organization with energy efficiency and low operating costs in mind.
| Nov 3, 2010
Seattle University’s expanded library trying for LEED Gold
Pfeiffer Partners Architects, in collaboration with Mithun Architects, programmed, planned, and designed the $55 million renovation and expansion of Lemieux Library and McGoldrick Learning Commons at Seattle University. The LEED-Gold-designed facility’s green features include daylighting, sustainable and recycled materials, and a rain garden.
| Nov 3, 2010
Recreation center targets student health, earns LEED Platinum
Not only is the student recreation center at the University of Arizona, Tucson, the hub of student life but its new 54,000-sf addition is also super-green, having recently attained LEED Platinum certification.
| Nov 3, 2010
New church in Connecticut will serve a growing congregation
Tocci Building Companies will start digging next June for the Black Rock Congregational Church in Fairfield, Conn. Designed by Wiles Architects, the 103,000-sf multiuse facility will feature a 900-person worship center with tiered stadium seating, a children’s worship center, a chapel, an auditorium, a gymnasium, educational space, administrative offices, commercial kitchen, and a welcome center with library and lounge.
| Nov 3, 2010
Senior housing will be affordable, sustainable
Horizons at Morgan Hill, a 49-unit affordable senior housing community in Morgan Hill, Calif., was designed by KTGY Group and developed by Urban Housing Communities. The $21.2 million, three-story building will offer 36 one-bed/bath units (773 sf) and 13 two-bed/bath units (1,025 sf) on a 2.6-acre site.
| Nov 3, 2010
Designs complete for new elementary school
SchenkelShultz has completed design of the new 101,270-sf elementary Highlands Elementary School, as well as designs for three existing buildings that will be renovated, in Kissimmee, Fla. The school will provide 48 classrooms for 920 students, a cafeteria, a media center, and a music/art suite with outdoor patio. Three facilities scheduled for renovations total 19,459 sf and include an eight-classroom building that will be used as an exceptional student education center, a older media center that will be used as a multipurpose building, and another building that will be reworked as a parent center, with two meeting rooms for community use. W.G. Mills/Ranger is serving as CM for the $15.1 million project.
| Nov 3, 2010
Chengdu retail center offers a blend of old and new China
The first phase of Pearl River New Town, an 80-acre project in Chengdu, in China’s Wenjiang District, is under way along the banks of the Jiang’an River. Chengdu was at one time a leading center for broadcloth production, and RTKL, which is overseeing the project’s master planning, architecture, branding, and landscape architecture, designed the project’s streets, pedestrian pathways, and bridges to resemble a woven fabric.
| Nov 3, 2010
Rotating atriums give Riyadh’s first Hilton an unusual twist
Goettsch Partners, in collaboration with Omrania & Associates (architect of record) and David Wrenn Interiors (interior designer), is serving as design architect for the five-star, 900-key Hilton Riyadh.
| Nov 3, 2010
Virginia biofuel research center moving along
The Sustainable Energy Technology Center has broken ground in October on the Danville, Va., campus of the Institute for Advanced Learning and Research. The 25,000-sf facility will be used to develop enhanced bio-based fuels, and will house research laboratories, support labs, graduate student research space, and faculty offices. Rainwater harvesting, a vegetated roof, low-VOC and recycled materials, photovoltaic panels, high-efficiency plumbing fixtures and water-saving systems, and LED light fixtures will be deployed. Dewberry served as lead architect, with Lord Aeck & Sargent serving as laboratory designer and sustainability consultant. Perigon Engineering consulted on high-bay process labs. New Atlantic Contracting is building the facility.
| Nov 3, 2010
Dining center cooks up LEED Platinum rating
Students at Bowling Green State University in Ohio will be eating in a new LEED Platinum multiuse dining center next fall. The 30,000-sf McDonald Dining Center will have a 700-seat main dining room, a quick-service restaurant, retail space, and multiple areas for students to gather inside and out, including a fire pit and several patios—one of them on the rooftop.