Author: Patrick Renvoise, Christope Martin
Notes:
- 3 Parts of the brain
- New brain - Thinks, uses rational data
- Middle brain - Feels, uses emotions and gut feelings
- Old brain - Decides, uses input from other two
- In order of development historically and for each person
- Humans make decisions emotionally and then justify them rationally
- 6 Stimuli that speaks to old brain
- Self-centered → Focus on your audience
- Contrast → Sensitivity to clear contrast to make decisions
- Tangible Input → Simple, easy, concrete concepts and ideas
- Beginning & End → Importance to start and end
- If you have choice, present first to anchor beginning against which others are measured
- Visual → Visual stimuli taps into older brain
- Emotion → Trigger emotions
- "We are not thinking machines that feel, we are feeling machines that think"
- Methodology
- Diagnose the Pain
- Differentiate your Claims
- Demonstrate the Gain
- Deliver to the Old Brain