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
Building Team | Oct 27, 2022
Who are you? Four archetypes shaping workspaces
The new lifestyle of work requires new thinking about the locations where people work, what their workflow looks like, and how they are performing their best work.
Codes and Standards | Oct 27, 2022
Florida’s Surfside-inspired safety law puts pressure on condo associations
A Florida law intended to prevent tragedies like the Surfside condominium collapse will place a huge financial burden on condo associations and strain architecture and engineering resources in the state.
University Buildings | Oct 27, 2022
The Collaboratory Building will expand the University of Florida’s School of Design, Construction, and Planning
Design firm Brooks + Scarpa recently broke ground on a new addition to the University of Florida’s School of Design, Construction, and Planning (DCP).
Building Team | Oct 26, 2022
The U.S. hotel construction pipeline shows positive growth year-over-year at Q3 2022 close
According to the third quarter Construction Pipeline Trend Report for the United States from Lodging Econometrics (LE), the U.S. construction pipeline stands at 5,317 projects/629,489 rooms, up 10% by projects and 6% rooms Year-Over-Year (YOY).
Data Centers | Oct 25, 2022
Virginia county moves to restrict the growth of new server farms
Loudoun County, Va., home to the largest data center cluster in the world known as Data Center Alley, recently took steps to prohibit the growth of new server farms in certain parts of the county.
Museums | Oct 25, 2022
Seattle Aquarium’s new Ocean Pavilion emphasizes human connection to oceans
Seattle Aquarium’s new Ocean Pavilion, currently under construction, features several exhibits that examine the human connection with the Earth’s oceans.
Energy-Efficient Design | Oct 24, 2022
Roadmap shows how federal buildings can reach zero embodied carbon emissions by 2050
The Rocky Mountain Institute (RMI) has released a roadmap that it says charts a path for federal buildings projects to achieve zero embodied carbon emissions by 2050.
Higher Education | Oct 24, 2022
Wellesley College science complex modernizes facility while preserving architectural heritage
A recently completed expansion and renovation of Wellesley College’s science complex yielded a modernized structure for 21st century STEM education while preserving important historical features.
Transportation & Parking Facilities | Oct 20, 2022
How to comply with NYC Local Law 126 parking garage inspection rules
Effective January 1, 2022, New York City requires garage owners to retain a specially designated professional engineer to conduct an assessment and file a report at least once every six years. Hoffmann Architects + Engineers offers tips and best practices on how to comply with NYC Local Law 126 parking garage inspection rules.
Architects | Oct 20, 2022
Michael Graves Architecture acquires Jose Carballo Architectural Group
Michael Graves Architecture (MG), an award-winning global leader in planning, architecture, and interior design based in Princeton, NJ, announces the acquisition of Jose Carballo Architectural Group (JCAG), a New Jersey-based architecture firm.