[Introduction: Ngage! offers innovative services and programs based on some proven scientific principles that you may not be very familiar with. While these ideas and practices may seem new now, they will be the standard by which all marketing and management practices are based upon within the decade, and are already being utilized by the fastest growing, most profitable companies in every industry.
The principles can seem complex at first, even though their practical application in your business is exceedingly simple and straightforward. To help move our conversation forward, we've created this Online White Paper to provide a foundation that we can build upon. We've presented the information in a FAQ format using questions we frequently hear about the scientific basis of our approach and the results they produce.]
The principles can seem complex at first, even though their practical application in your business is exceedingly simple and straightforward. To help move our conversation forward, we've created this Online White Paper to provide a foundation that we can build upon. We've presented the information in a FAQ format using questions we frequently hear about the scientific basis of our approach and the results they produce.]
We have a talented, experienced management team, and we've spoken with many notable consultants...what could Ngage! offer that's really any different?
In many ways, our Ngage! Business Engagement Systems represent a marked departure from conventional management philosophies and methods that most companies and consultants currently rely upon. However effective these conventional ideas and methods were in addressing business challenges in the past, they're far less effective today.
That's because, business is ultimately about people and relationships. And the fact is...people, and their expectations, have fundamentally changed.
If you follow online business threads among business leaders, experts, and consultants, you'll hear them moaning about recruiting and turnover, the lack of employee engagement, the dearth of business leadership, and the difficulties of customer acquisition, satisfaction, and retention.
What you won't hear are any new solutions capable of addressing those issues. Better execution of an outdated approach will never work.
That's because, the way that businesses communicate, and how they attempt to motivate and manage people have not fundamentally changed.
OK...I get that idea...so what are kind of new solutions are you referring to?
Well...they are based upon biological and psychological scientific research that's provided the knowledge and tools that business needs to effectively communicate and build relationships within the new social paradigm.
Ngage! did NOT invent the scientific and social principles that our services and programs are based upon, they have evolved over decades of diverse research, and are validated through modern medical technologies.
What Ngage! HAS invented are simple, easy to implement "systems" that enable EVERY business to effectively apply that scientific understanding to their business processes to resolve their persistent business issues, that conventional business principles and practices no longer effectively solve.
Are these principles and practices being used by other companies today?
Yes. While the growth of most companies are tethered by issues related to quality recruiting, effective training, process adherence, employee engagement, quality assurance, leadership development, and customer acquisition, satisfaction, and retention...there is an emerging class of companies that seem to have transcended these common issues.
We refer to these companies as "The Out-Performers," because they are the fastest growing, most-profitable, companies in every industry. [1]
Not only do these companies out-perform their industry competition in growth and profits, they experience lower employee turnover rates [2], have extremely high employee engagement levels [3], and enjoy astounding customer satisfaction ratings and enthusiastic brand loyalty. [4]
Our Business Engagement Systems deliver the same kind of scientifically based business management and marketing processess and methods that are being successfully utilized by these "Out-Performers" everyday.
What's the secret to these "Out-Performers" success on so many levels?
The secret is...it's no secret at all! The fact is...they utilize simple business principles and practices that are based on the modern neuro-scientific understanding that has identified how our brains actually work to:
In many ways, our Ngage! Business Engagement Systems represent a marked departure from conventional management philosophies and methods that most companies and consultants currently rely upon. However effective these conventional ideas and methods were in addressing business challenges in the past, they're far less effective today.
That's because, business is ultimately about people and relationships. And the fact is...people, and their expectations, have fundamentally changed.
If you follow online business threads among business leaders, experts, and consultants, you'll hear them moaning about recruiting and turnover, the lack of employee engagement, the dearth of business leadership, and the difficulties of customer acquisition, satisfaction, and retention.
What you won't hear are any new solutions capable of addressing those issues. Better execution of an outdated approach will never work.
That's because, the way that businesses communicate, and how they attempt to motivate and manage people have not fundamentally changed.
OK...I get that idea...so what are kind of new solutions are you referring to?
Well...they are based upon biological and psychological scientific research that's provided the knowledge and tools that business needs to effectively communicate and build relationships within the new social paradigm.
Ngage! did NOT invent the scientific and social principles that our services and programs are based upon, they have evolved over decades of diverse research, and are validated through modern medical technologies.
What Ngage! HAS invented are simple, easy to implement "systems" that enable EVERY business to effectively apply that scientific understanding to their business processes to resolve their persistent business issues, that conventional business principles and practices no longer effectively solve.
Are these principles and practices being used by other companies today?
Yes. While the growth of most companies are tethered by issues related to quality recruiting, effective training, process adherence, employee engagement, quality assurance, leadership development, and customer acquisition, satisfaction, and retention...there is an emerging class of companies that seem to have transcended these common issues.
We refer to these companies as "The Out-Performers," because they are the fastest growing, most-profitable, companies in every industry. [1]
Not only do these companies out-perform their industry competition in growth and profits, they experience lower employee turnover rates [2], have extremely high employee engagement levels [3], and enjoy astounding customer satisfaction ratings and enthusiastic brand loyalty. [4]
Our Business Engagement Systems deliver the same kind of scientifically based business management and marketing processess and methods that are being successfully utilized by these "Out-Performers" everyday.
What's the secret to these "Out-Performers" success on so many levels?
The secret is...it's no secret at all! The fact is...they utilize simple business principles and practices that are based on the modern neuro-scientific understanding that has identified how our brains actually work to:
- Percieve Value
- Make Instant Decisions
- Build Relationships
- Experience Satisfaction & Fulfillment
- Establish Commitment & Loyalty
- Experience a Sense of Purpose & Relevance
- Govern Social Engagement & Group Behaviors
This scientific approach is not based on psychological theory...it's grounded in proven biological fact...that can actually be visibly measured and documented as it occurs in the brain using medical imaging technology. [5]
Business LEADERSHIP AND THE HUMAN BRAIN
Developed over our two decades of direct business leadership experience, our foundational principles are validated by the Triune Brain Model.
This model was originally developed by Dr. Paul MacLean, (then Director of the Laboratory of the Brain and Behavior at the United States National Institute of Mental Health), in an effort to understand and explain the development and function of the human brain as it exists today.
First documented in 1958, Dr. MacLean spent the next 40 years testing and refining this model. The Triune Brain Model has been subjected to millions of hours of independent research, and has come to serve as the foundation of our modern understanding of inter-related brain function.
This Model has identified the three distinct areas of the brain, and the functions that each perform in our daily lives. (See Diagram) These three areas are each composed of multiple components, and are highly inter-connected, but their primary areas of functional responsibility are distinct.
How does this understanding of brain function relate to business?
Well...In the simplest terms, the Root Goals of ALL core business processes and practices (whether recruiting, management, or sales/marketing) is to attract attention, build interest, influence decisions, motivate desired behaviors, and build long-term relationships with a targeted group of people.
More importantly, success in consistently achieving these Root Goals through your core business processes directly produces the potential for business growth, increased productivity, efficiency, quality, and higher profitability.
[Skeptical? Test it for yourself...Apply the list of Root Goals to EVERY one of your core business functions...recruiting, training, management, motivation, sales, marketing, and customer retention. Which core business function can be accomplished outside of that list of Root Goals? Right?]
Thing is...Conventional recruiting, management, and marketing methods and practices are designed and delivered in such a way that makes them most likely to appeal to the Neo-Cortex (Intellectual) portion of the brain.
Make no mistake...the Neo-Cortex is incredibly powerful. It performs all of of higher reasoning and abstract thought. It's capable of processing vast amounts of information...words, facts, figures, ideas.
But amazingly, the Neo-Cortex just doesn't operate to perceive value, drive decisions, establish trust, build relationships & loyalty, or strongly motivate behaviors. (The Root Goals of Business).
So, the problem is...all of the Root Goals that conventional management and marketing efforts are designed to accomplish...attracting people, demonstrating value, influencing decisions, motivating behaviors, building relationships and loyalty...aren't handled by the Neo-Cortex...they happen in the Limbic Complex.
This means that conventional management practices and marketing information have to be internally converted...in an individual's brain...from something the Neo-Cortex understands, into something the Limbic Brain is willing to act upon.
This internal conversion slows the process dramatically, lessens the potential impact, makes individual responses highly inconsistent, and much (if not all) of the desired behavioral or motivational effect is lost. [6]
So, in order to accomplish these Root Goals more quickly and consistently, businesses must modify the design of their recruiting, management, and marketing practices to better communicate with the part of the human brain that handles all of those motivational functions...the Limbic Complex. [7]
OK...I get it...so how do we alter our recruiting, management, and marketing processes to communicate with the part of the brain that creates interest, makes decisions, controls behaviors, and builds relationships and loyalty?
That's what we do. We provide "neuro-engineered" services and programs that enable our clients to easily incorporate alterations to their existing management and marketing practices which appeal directly to the Limbic Complex, to more quickly and consistently produce the desired attitudes & behaviors that will engage employees, increase productivity, improve quality, and immediately impact customer experience, satisfaction, and loyalty.
It all makes sense, but this sounds complicated and complex.
We understand...but in fact, it's just the scientific and mathematical ideas and explanations behind our methods and practices that seem complicated at first...but, their practical application is actually quite simple.
And, our well-developed analytical processes and step-by-step systematic approach produces immediate, measurable results.
How long would it take for us to begin to see a positive impact?
The behavioral response rates simply defy conventional expectations.
Our integrated programs create a complete Engagement System which activates the mathematical principle of "geometric progression" and "diffusion of innovations" theory to create a behavioral "tipping point" that produces incredibly rapid changes in employee and customer behaviors.
What sort of positive impact on our organization could we expect?
The impact is staggering. [8] Our "neuro-engineered" Employee Engagement Systems, and services will almost immediately allow you to:
That's an impressive list, but isn't it a little far-reaching and incredible?
Its not. Prove it to yourself. Read through the list of 7 scientifically identified Limbic Brain functions listed near the top of this white paper and compare it with this bullet-point list of positive impacts.
Think about it for a moment...every single one of the bullet points in this list is directly related to one of the Limbic brain functions in that list of 7.
All you need is the understanding of the scientific principles of how our brains actually work AND an practical way to apply them to your daily business life. That's exactly what our Engagement Systems provide.
What kinds of overall business results have you produced with your systems?
The overall results are impressive. Our Systems are proven to help:
How can we be certain that your services are being effective?
Not only are the results rapid and dramatic, making their effect obvious even to casual observation...they are measurable and guaranteed.
In fact, in order to ensure the effectiveness of our solutions, we'll help implement a range of measurements, and work with each client to identify critical Metrics, KPI, and Quality Workflow requirements to scientifically measure our progress and validate the effectiveness of our efforts.
What do you mean when you say that results are guaranteed?
We'll establish and document baseline measurements before we begin, and together we'll define what success means as we progress. Positive results are guaranteed in writing, or we'll provide our services at no cost.
Well...it sounds like something we would consider...
There's no reason to delay. In addition to our guarantee, we also offer an introductory package of services and programs that require very little capital investment, so your leadership team can get a clear idea of the potential impact of our services, before you make a larger commitment.
OK...What's the next step in determining if tris right for our company?
That's an easy one! Just click on STEP ONE Button below and click on the EASY2KNOW Survey Button near the bottom of that STEP ONE page.
This model was originally developed by Dr. Paul MacLean, (then Director of the Laboratory of the Brain and Behavior at the United States National Institute of Mental Health), in an effort to understand and explain the development and function of the human brain as it exists today.
First documented in 1958, Dr. MacLean spent the next 40 years testing and refining this model. The Triune Brain Model has been subjected to millions of hours of independent research, and has come to serve as the foundation of our modern understanding of inter-related brain function.
This Model has identified the three distinct areas of the brain, and the functions that each perform in our daily lives. (See Diagram) These three areas are each composed of multiple components, and are highly inter-connected, but their primary areas of functional responsibility are distinct.
How does this understanding of brain function relate to business?
Well...In the simplest terms, the Root Goals of ALL core business processes and practices (whether recruiting, management, or sales/marketing) is to attract attention, build interest, influence decisions, motivate desired behaviors, and build long-term relationships with a targeted group of people.
More importantly, success in consistently achieving these Root Goals through your core business processes directly produces the potential for business growth, increased productivity, efficiency, quality, and higher profitability.
[Skeptical? Test it for yourself...Apply the list of Root Goals to EVERY one of your core business functions...recruiting, training, management, motivation, sales, marketing, and customer retention. Which core business function can be accomplished outside of that list of Root Goals? Right?]
Thing is...Conventional recruiting, management, and marketing methods and practices are designed and delivered in such a way that makes them most likely to appeal to the Neo-Cortex (Intellectual) portion of the brain.
Make no mistake...the Neo-Cortex is incredibly powerful. It performs all of of higher reasoning and abstract thought. It's capable of processing vast amounts of information...words, facts, figures, ideas.
But amazingly, the Neo-Cortex just doesn't operate to perceive value, drive decisions, establish trust, build relationships & loyalty, or strongly motivate behaviors. (The Root Goals of Business).
So, the problem is...all of the Root Goals that conventional management and marketing efforts are designed to accomplish...attracting people, demonstrating value, influencing decisions, motivating behaviors, building relationships and loyalty...aren't handled by the Neo-Cortex...they happen in the Limbic Complex.
This means that conventional management practices and marketing information have to be internally converted...in an individual's brain...from something the Neo-Cortex understands, into something the Limbic Brain is willing to act upon.
This internal conversion slows the process dramatically, lessens the potential impact, makes individual responses highly inconsistent, and much (if not all) of the desired behavioral or motivational effect is lost. [6]
So, in order to accomplish these Root Goals more quickly and consistently, businesses must modify the design of their recruiting, management, and marketing practices to better communicate with the part of the human brain that handles all of those motivational functions...the Limbic Complex. [7]
OK...I get it...so how do we alter our recruiting, management, and marketing processes to communicate with the part of the brain that creates interest, makes decisions, controls behaviors, and builds relationships and loyalty?
That's what we do. We provide "neuro-engineered" services and programs that enable our clients to easily incorporate alterations to their existing management and marketing practices which appeal directly to the Limbic Complex, to more quickly and consistently produce the desired attitudes & behaviors that will engage employees, increase productivity, improve quality, and immediately impact customer experience, satisfaction, and loyalty.
It all makes sense, but this sounds complicated and complex.
We understand...but in fact, it's just the scientific and mathematical ideas and explanations behind our methods and practices that seem complicated at first...but, their practical application is actually quite simple.
And, our well-developed analytical processes and step-by-step systematic approach produces immediate, measurable results.
How long would it take for us to begin to see a positive impact?
The behavioral response rates simply defy conventional expectations.
Our integrated programs create a complete Engagement System which activates the mathematical principle of "geometric progression" and "diffusion of innovations" theory to create a behavioral "tipping point" that produces incredibly rapid changes in employee and customer behaviors.
What sort of positive impact on our organization could we expect?
The impact is staggering. [8] Our "neuro-engineered" Employee Engagement Systems, and services will almost immediately allow you to:
- Reduce Time-To-Hire
- Recruit Higher-Quality Employees
- Lower Employee Turnover
- Improve Training Effectiveness
- Increase Employee Engagement & Productivity
- Improve Employee Attitude & Satisfaction
- Increase Process Adherence
- Improve Supervisor & Management Effectiveness
- Develop True Leadership
- Improve Product & Process Quality
- Improve Service Levels
- Attract More New Customers...More Quickly
- Increase Sales Closing Percentages
- Improve Customer Experience & Satisfaction
- Strengthen Customer Relationships
- Increase Customer Retention
- Increase Transaction Frequency
- Increase Transaction Value
- Increase Customer Referrals
- Measure Results and Improve Management Control
That's an impressive list, but isn't it a little far-reaching and incredible?
Its not. Prove it to yourself. Read through the list of 7 scientifically identified Limbic Brain functions listed near the top of this white paper and compare it with this bullet-point list of positive impacts.
Think about it for a moment...every single one of the bullet points in this list is directly related to one of the Limbic brain functions in that list of 7.
All you need is the understanding of the scientific principles of how our brains actually work AND an practical way to apply them to your daily business life. That's exactly what our Engagement Systems provide.
What kinds of overall business results have you produced with your systems?
The overall results are impressive. Our Systems are proven to help:
- Increase Gross Revenues
- Lower Operating Costs
- Improve Net Profits
- Facilitate Business Growth
- Reduce Management Time & Energy Requirement
How can we be certain that your services are being effective?
Not only are the results rapid and dramatic, making their effect obvious even to casual observation...they are measurable and guaranteed.
In fact, in order to ensure the effectiveness of our solutions, we'll help implement a range of measurements, and work with each client to identify critical Metrics, KPI, and Quality Workflow requirements to scientifically measure our progress and validate the effectiveness of our efforts.
What do you mean when you say that results are guaranteed?
We'll establish and document baseline measurements before we begin, and together we'll define what success means as we progress. Positive results are guaranteed in writing, or we'll provide our services at no cost.
Well...it sounds like something we would consider...
There's no reason to delay. In addition to our guarantee, we also offer an introductory package of services and programs that require very little capital investment, so your leadership team can get a clear idea of the potential impact of our services, before you make a larger commitment.
OK...What's the next step in determining if tris right for our company?
That's an easy one! Just click on STEP ONE Button below and click on the EASY2KNOW Survey Button near the bottom of that STEP ONE page.
Footnotes:
[1] Companies like Apple, Google, PepsiCo, FritoLay, Subaru, USAA, Riot Games, Zappos, Amazon...)
[2] Many of these companies, (like Google, Zappos, Riot Games, and Amazon) actually offer to pay their hourly employees thousands of dollars to quit their jobs if they aren't satisfied or fulfilled. Yet they have no staffing issues. (As opposed to most companies who operate in a perpetual state of under-staffing or are unable to attract and retain the quality and quantity of employees they need.)
How many of your employees would leave if you offered them $5000 to quit their jobs?
[3] Employee Engagement Levels are critical to profitability and growth. In a recent update to their long-term study, "The State of the American Workplace," Gallup found that organizations that had 9.3 engaged employees (those who are emotionally connected to their jobs, personally concerned about outcomes, and willing to go above and beyond their basic job requirements) to every 1 dis-engaged employee had 147% higher earnings than their competitors. At the same time, they found that companies with just 2.6 engaged employees for every 1 dis-engaged employee had 2% lower average earnings in relation to the competition. Gallup estimates that "active dis-engagement" costs the United States economy between 450 and 550 BILLION dollars per year.
[4] Customer Retention & Loyalty is also a key in producing profitability and growth. Data from McKinsey and Company's 2012 in-depth research into Auto Insurance customer behaviors demonstrate that of all major providers, the companies who employ these types of neuro-scientific principles in their marketing and customer communications enjoy 25% higher customer loyalty than companies that utilize conventional marketing and messaging. (Insurance industry experts believe that a 2% improvement in customer retention is equal to reducing costs by 10%, and a sustained 5% improvement in customer retention has the effect of doubling profits over a five year period.)
[5] This modern understanding of brain function has given rise to a new kind of marketing research...called "neuro-marketing" in which companies utilize specialized EEG and MRI technology (Background Image) to directly read consumer's responses to advertisements and products...as the responses occur in the brain and body...without having to rely on the consumer's ability to verbally tell the researchers what appealed to them, what influenced their decisions, or how it made them feel!
[6] From a sales & marketing perspective...This is why a salesperson can eloquently provide their wordtrack of logical reasons as to why a prospect should buy...but the prospect says: "I don't know, it just doesn't feel right"...or..."I have to go with my gut"...or..."My heart just doesn't feel right about it." Its because the message communicated to the Neo-Cortex, which understood the information clearly...the Neo-Cortex just doesn't handle the decision-making process.* Decision-making occurs in the Limbic Complex...based on feelings and value judgments which we often describe as our heart or gut...that's the area of the brain that controls decision-making, but it doesn't process numbers or language.
And from a management perspective...This is also why most companies struggle with training retention, employee adherence to processes and procedures, and to drive and manage change and process improvements. It's because their training, development, management, measurement, and motivational processes methods effectively connect with the Neo-Cortex, but fail to engage the Limbic Complex...which is responsible for producing the desired attitudes and behaviors in their employees.
*(The Neo-Cortex does play a role in decision making...after a decision occurs in the Limbic Complex, we then use language, math, and reasoning to rationalize the decision we've made...to ourselves. This allows us to explain our actions in rational terms, so we can feel like we've made a good decision, and defend them to others. But the fact is, we now understand that humans make decisions almost instantly which are emotionally-based, and only supported secondarily by reason and rationality.)
[7] This intentional Business Process Design is generally known as "neuro-management" and "neuro-marketing," which are gaining wide acceptance, and are utilized by the "Out-Performers" everyday.
[8] In fact, this scientific approach to management and marketing is so powerful in influencing decisions and behaviors, it is not without controversy. Jeff Chester, Executive Director of the Center for Digital Democracy, claims that neuro-engineered initiatives are “having an effect on individuals that individuals are not informed about." Further, he claims that these communication techniques bypass our intellectual processes, asserting that they are "purposely designed to bypass those rational defenses... [so much so that] protecting speech in the marketplace has to be questioned."
We certainly agree that these principles and practices have great power to influence decisions and motivate behaviors in humans. (That's the goal of all marketing and leadership efforts.) But, we disagree with the implication that this scientific approach represents a way to sub-conciously "trick" people into doing something they don't want to do.
While it's true that much of our human decision-making and relationship building is sub-concious...there is no" trick." It's just how our brains work. This neuro-scientific approach merely leverages what we've learned about how humans make decisions and build relationships, so people will more readily "buy into" our values, goals, and perspectives. (Again...that's the goal right?)
[1] Companies like Apple, Google, PepsiCo, FritoLay, Subaru, USAA, Riot Games, Zappos, Amazon...)
[2] Many of these companies, (like Google, Zappos, Riot Games, and Amazon) actually offer to pay their hourly employees thousands of dollars to quit their jobs if they aren't satisfied or fulfilled. Yet they have no staffing issues. (As opposed to most companies who operate in a perpetual state of under-staffing or are unable to attract and retain the quality and quantity of employees they need.)
How many of your employees would leave if you offered them $5000 to quit their jobs?
[3] Employee Engagement Levels are critical to profitability and growth. In a recent update to their long-term study, "The State of the American Workplace," Gallup found that organizations that had 9.3 engaged employees (those who are emotionally connected to their jobs, personally concerned about outcomes, and willing to go above and beyond their basic job requirements) to every 1 dis-engaged employee had 147% higher earnings than their competitors. At the same time, they found that companies with just 2.6 engaged employees for every 1 dis-engaged employee had 2% lower average earnings in relation to the competition. Gallup estimates that "active dis-engagement" costs the United States economy between 450 and 550 BILLION dollars per year.
[4] Customer Retention & Loyalty is also a key in producing profitability and growth. Data from McKinsey and Company's 2012 in-depth research into Auto Insurance customer behaviors demonstrate that of all major providers, the companies who employ these types of neuro-scientific principles in their marketing and customer communications enjoy 25% higher customer loyalty than companies that utilize conventional marketing and messaging. (Insurance industry experts believe that a 2% improvement in customer retention is equal to reducing costs by 10%, and a sustained 5% improvement in customer retention has the effect of doubling profits over a five year period.)
[5] This modern understanding of brain function has given rise to a new kind of marketing research...called "neuro-marketing" in which companies utilize specialized EEG and MRI technology (Background Image) to directly read consumer's responses to advertisements and products...as the responses occur in the brain and body...without having to rely on the consumer's ability to verbally tell the researchers what appealed to them, what influenced their decisions, or how it made them feel!
[6] From a sales & marketing perspective...This is why a salesperson can eloquently provide their wordtrack of logical reasons as to why a prospect should buy...but the prospect says: "I don't know, it just doesn't feel right"...or..."I have to go with my gut"...or..."My heart just doesn't feel right about it." Its because the message communicated to the Neo-Cortex, which understood the information clearly...the Neo-Cortex just doesn't handle the decision-making process.* Decision-making occurs in the Limbic Complex...based on feelings and value judgments which we often describe as our heart or gut...that's the area of the brain that controls decision-making, but it doesn't process numbers or language.
And from a management perspective...This is also why most companies struggle with training retention, employee adherence to processes and procedures, and to drive and manage change and process improvements. It's because their training, development, management, measurement, and motivational processes methods effectively connect with the Neo-Cortex, but fail to engage the Limbic Complex...which is responsible for producing the desired attitudes and behaviors in their employees.
*(The Neo-Cortex does play a role in decision making...after a decision occurs in the Limbic Complex, we then use language, math, and reasoning to rationalize the decision we've made...to ourselves. This allows us to explain our actions in rational terms, so we can feel like we've made a good decision, and defend them to others. But the fact is, we now understand that humans make decisions almost instantly which are emotionally-based, and only supported secondarily by reason and rationality.)
[7] This intentional Business Process Design is generally known as "neuro-management" and "neuro-marketing," which are gaining wide acceptance, and are utilized by the "Out-Performers" everyday.
[8] In fact, this scientific approach to management and marketing is so powerful in influencing decisions and behaviors, it is not without controversy. Jeff Chester, Executive Director of the Center for Digital Democracy, claims that neuro-engineered initiatives are “having an effect on individuals that individuals are not informed about." Further, he claims that these communication techniques bypass our intellectual processes, asserting that they are "purposely designed to bypass those rational defenses... [so much so that] protecting speech in the marketplace has to be questioned."
We certainly agree that these principles and practices have great power to influence decisions and motivate behaviors in humans. (That's the goal of all marketing and leadership efforts.) But, we disagree with the implication that this scientific approach represents a way to sub-conciously "trick" people into doing something they don't want to do.
While it's true that much of our human decision-making and relationship building is sub-concious...there is no" trick." It's just how our brains work. This neuro-scientific approach merely leverages what we've learned about how humans make decisions and build relationships, so people will more readily "buy into" our values, goals, and perspectives. (Again...that's the goal right?)