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Would you kill the Fat Man?

trolleyBy Bob Bailly

I’ve written a lot on this blog about the concepts of neuromarketing – a predictive model that uses findings from the sciences concerning the brain (neuroscience and psychology) to improve sales and communication skills.

It’s based upon the simple concept that human decisions are made in the most primitive (from an evolutionary perspective) parts of our brains ­– aptly described as our “old” or “reptilian” brain.

We know this because neuroscientists have been able to identify how our brains function under a wide range of activities using modern diagnostic equipment; they can now see what the physical effects are as various regions of our brains work, play, think and conjure. The biology observed from these electro-chemical reactions is truly amazing in its complexity and design, yet  all we are really “seeing” are the electro-chemical indicators of a brain at work – we really don’t have a clue what makes a brain into a mind. In reality, neuroscientists and philosophers don’t even really have any clear understanding of what a thought really is. We know what our minds can do, we know that the origination of thought comes from our brains, but frankly the understanding and language to describe the link between brain and mind does not currently exist.

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