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Applying neuroscience to the real world
Dr. Eric HaseltineVanderbilt Medical School Post Doc. 1979
NeuroscienceCommon sense
• Finding big opportunitiesg g pp
• Selling ideas
• Forming teams
• Motivating teams
• Executing effectively
Careers Vanderbilt Neuroscience training prepares you for
Putting out oil fires (Kuwait, 1991)
Signing autographs (Magic Kingdom, Florida , 1997)g g g p ( g g , , )
Hunting terrorists in hot places (Somewhere, Somewhen)
Giving speeches in cool places (London, 2006)
Being a TV personality 2010
Being a journalist 1997‐2002
Being a TV personality 2010
Our ancestor’s fought to survive a harsh world& had to do whatever it took to live todayto fight tomorrow
So evolution hard‐wired into our brains a preference for focusing on urgent near‐term problems at the expense of important long term opportunities.
As a result, most of us spend our time playing “whack‐ a‐mole”reacting to day to day problems…
…instead of making important, long lasting changes to our world
This application will help you find important, long term opportunities that your quick‐fix brain normally hides from you
Big opportunities hide in plain sight because…
…in it’s quest for quick results
…our brain takes short cuts that throw away lots of information.
For example…
Our brains only let us see what we expect to see
and only what we want to see
And…And…
We only see what we’re looking aty g
While checking out the flowers
We can miss something big
Finally…Finally…
Our brains pay attention to the here and now
And ignore future consequences
…so we are blind to opportunities haccompanying things…
That we don’t expect
That we don’t wantThat we don t want
That are outside our immediate focus
That are in the distant future
Finding opportunities in blind spots
Spotting opportunities in these 4 blind spots is complicated by…p g pp p p y
…our brains tendency to blind us to our blind spots
Move your face close to the screen and close your right eye. Fix your gaze on the “X” ,. then, very slowly move away from the screen as you continue to fixate on the X. . Notice that the “big bang” stack of dynamite disappears into a blind spot in your left eye. when your face is about 18” from the screen.
Notice also that you normally don’t notice this blind spot because your brain “fills” it in.
Your brain hides the blind spots of expectation, desire, focus & timefrom you in the same way
So…spotting hidden opportunities is easySo…spotting hidden opportunities is easy
Just ask yourself…
What you don’t expect to happen
What you don’t want to happen
What you aren’t focusing on
What’s likely to happen in the distant future
Unexpected opportunities. l bExample: Toy business
Describe three new products that both you and your customers don’t expect
Action figures made from shredded old tires
Plastic vegetables that race each other on slot car tracks
Now, think up 3 ways to pleasantly surprise your customers by delivering something they don’t expect
Intelligent dolls that constantly argue with you
something they don t expect
Market shredded tire figures as “green” technology
Give away virtual vegetable racers as free application on I‐phone
A digital Avatar helper that argues with wording of your Google queries
Human natureLive today to fight tomorrow Expected Value = Probability X Payoff
Going with human nature(instead of against it)
Look long, act short (Apple, Christensen, Wal‐Mart ) g
Now10 years from now
Case Study: Apple
• Time machine vision: Knowledge Navigator Concept Video
19
Sell ideas“See what I mean”
“This feels right”“I see”
“Sh ’ i i ”
g
“I hear you”“She’s a visionary”
The Concept CarThe Concept Car
VS
Form a teamForm a team
Motivate a team
VS
ExecutingExecuting
VS