Throughout history, new technologies have changed the way people think about the world. Galileo’s telescope disproved the widely accepted idea that the sun revolved around the earth, and as with anything disruptive, there were people who denied the results of his work. He was eventually arrested, and “the father of modern physics” spent his last years on house arrest. The community and church leaders who attacked his discovery were on the wrong side of history. Will you end up on the wrong side?
Today, the MRI machine has made it possible for us to see the way information is processed in our brains—from the inside out. The reptilian (survival) brain regulates the basic functions we need to live, like breathing, as well as our instinctual behaviors like fight-or-flight reactions. The limbic (emotional) brain is the primary part of the brain that motivates our actions. In his book, Emotional Intelligence, Daniel Goleman describes the limbic system as the brains “first responder”. The neo-cortex (thinking brain) works out complex issues and allows us to use reason and logic to address them. So, in order for a message to make it to the neo-cortex, the person’s emotions must first be roused—the brain always has an emotional response before it produces a cognitive one.
Innovative speaker and author Simon Sinek talks about The Golden Circle which uses this idea to explain why “some people and organizations are more innovative, more influential, command greater loyalty and are able to repeat their success over and over.” They start with WHY (accessing the emotions in the limbic brain), then move on to HOW and WHAT (engaging the neo-cortex).
If you lead with a sales pitch about your services and capabilities, you’re on the wrong side of history. This new technology shows us that people aren’t inspired to act by reason alone. In order to influence change behavior, you must access the emotional centers in the limbic brain first.Tags: attraction, brain, capabilities, decision makers, getting in the door, sales, selling, technology