Different Economic Resources o Reptilian (Archipallium)

 Brain stem and cerebellum:

 Land: All of the natural resources Bodily movements
o Factor Payments: Rent  Self-preservation
 Labor: Human Resources  Aggression
o Used in the production process:  Instinct to fight or flee
Physical or Mental skills o Limbic (Paleopallium)
o Who will make the product  Amygdala and hippocampus:
o Factor Payments: Salary or Wages Memory and emotions
 Capital  Amygdala
o Physical capital  Different emotions,
o Output that is used as inputs to the anger, happiness,
production process disgust, temperament
 Infrastructure  Hippocampus
 Machineries  Memory recall
o Factor Payments: Interest rate  Selecting what
 Entrepreneurship memories to store by
o Person who combines land, labor and affixing emotions to it
capital o Neocortex: Rational Brain
o To come up with a new product or  Logical and intellectual tasks
venture  Analytical
o Make risks
o Earn profits and bear loses Ned Herman: Four brains: Left and Right Cerebral, Left
o Identifies the product to create and Right Limbic

Products  HBDI: Herman Brain Dominance Instrument

o 4 Quadrants – A, B, C, D
1. Service
 Combined the split brain experiment and triune
2. Good
brain theory
Profit (Π) o Quadrant A: Left Cerebral hemisphere
 Analytical
TR = Total Revenue  Logical
 Theoretical: Fact-Based
TC = Total Cost
 Rational and unemotional
Π = TR – TC  Quantitative
 Generalize from specifics
Π > 0: TR>TC  Profit  Know the bottom line
 Critical analysis
Π < 0: TR<TC  Loss
 Make things work
Π = 0: TR = TC  Break-even  Consider financial aspects
 Goals and outcomes
Whole Brain Thinking and Learning  Realistic and present-oriented
Roger Sperry (1968)  Efficient
 Research references
 Split Brain Experiment  Subject matter expertise
o Brain has 2 different parts; Left and  Authoritative
Right; Different functions (contralateral)  Directive in all business
 Left: Number skills, written  Comfortable with
language, spoken language, concrete information
reasoning, scientific skills, right  Lives in a technical
hand control world
 Right: Art awareness, 3D forms,  Note: Struggles with
insight, imagination, music, left  Expressing emotions
hand control  Lack of logic
Paul Maclean  Vague, imprecise
concepts or ideas
 Triune Brain Theory: I have three brains  Words: How, prove it, must,
o Reptilian, Limbic and Neocortex typically, should, explain,
 logical, rationally, I think, Quotes  Kinesthetic
statistics and evidences  Emotional
 Purchasing useful objects only  Attuned to people and group
 Do not like humor dynamics
o Quadrant B: Left Limbic System  Empathetic and nurturing
 Organized  Experience is reality
 Realistic  Intuitive and understanding
 Plan  Care about values
 Sequential  Recognize interpersonal
 Detailed difficulties
 A rule and a place for everything  Helping, Coaching, Partnering
 If it is not broke, don’t fix it  Participation and Collaboration
 On time  Expressive
 Action-oriented  Talkative
 Approach problems practically  Friendly
 Stand firm on issues  Spirituality
 Maintain standard of  Personal Growth
consistency  Build relationships and teams
 Stable leadership and  Hands-on learning
supervision  A user-friendly learning
 Detailed plans and procedures experience
 One thing at a time  Use of all the senses
 Keep financial records straight  Note: Struggles with
 Neatness and protocol count  Too much data and
 Disciplined and reliable analysis
 Order and control  Lack of personal
 Complete subject chunks feedback
 Beginning, middle, end  Pure lecture, lack of
 Opportunity to practice and participation
evaluate  Usually musical
 Examples  Use words like: I feel, pleasure,
 Clear instruction and crazy, humorous, shouts,
expectations touches others while talking,
 Note: Struggles with please, consider, accept,
 Risk excellent, lovely, beautiful, talks
 Ambiguity about picnic, music
 Unclear explanations o Quadrant D: Right Cerebral hemisphere
and directions  Big Picture
 Highly traditional and  Creative
conservative  Experimental
 Strive for safety and stability  Holistic
 Resist change  Integrating
 They like order and work best in  Synthesizing
an organization where the lines  Risk-taker
of authority is clear  Recognize new possibilities
 Strictly follow rules  Integrate ideas and concepts
 Quoting past incidents, rules  Bend or challenge established
and regulations policies
 Safety procedures  Problem-solve in intuitive ways
 Spend more time in planning ,  Use metaphor
undisturbed smooth fashion  Originality and imagination
 Discourage new ideas and  Curious and Adventurous
resist change  Design and Artistic
o Quadrant C: Right Limbic System  Like variety and multi-tasking
 Interpersonal Feelings  Envision the future
 Relational  Impulsive and playful
 Feeling based  Fun and spontaneity
 Surprising approaches
 Pictures, metaphors, overviews
 Discovery of the content
 Freedom to explore
 Quick pace and variety in format
 Opportunity to experiment
 New ideas and concepts
 Note: Struggles with
 Time management and
deadlines
 Administration and
details
 Lack of flexibility
 Entrepreneurial
 Conceptual
 Imaginative
 Integrative
 Adventurous
 Risk oriented
 Global
 Talk about possibilities
 Strategic planning
 Independent
 Inventive
 Innovative
 Does always different
 Think about the future
 Open minded
 Less conservative
 Use words: Why not, What if,
Try, Novel
 Last minute action
 Procrastinates but completes
the tasks
 Interested in novelty
 Unplanned
  Quiet
 Depth

2. Do you prefer to focus on the basic information

you take in or do you prefer to interpret and add
meaning?
 Information
i. Sensing: As is
 Details
 Present
 Practical
 Facts
 Sequential
 Directions
 Repetition
 Enjoyment
 Perspiration
 Conserve
 Literal
ii. Intuition: Meaning, Interpret
 Patterns
 Future
 Imaginative
 Innovations
 Random
 Hunches
 Variety
Katharine Briggs and Isabel Briggs Myers (1975)
 Anticipation
 Myers-Briggs Type Indicator  Inspiration
o Sixteen personal types  Change
1. Do you prefer to focus on the outer world or on  Figurative
your own inner world?
 Favorite world
i. Extraversion:
 Group
 Active
 Outward
 Sociable 3. When making decisions, do you prefer to first
 People look at logic and consistency or first look at the
 Many people and special circumstances?
 Expressive  Decision
 Breadth i. Thinking
ii. Introversion:  Head
 Reflective  Objective
 Inward  Justice
 Preserved  Cool
 Privacy  Impersonal
 Few  Critique
  Analyze  Perceiving
 Precise
 Principles
ii. Feeling
 Look at the people
 Special circumstances
 Heart
 Subjective
 Harmony
 Caring Effective Communication Principles according to
Aristotle
 Personal
 Appreciate  Logos: Logic
 Empathize o Good logical argumentation & reasoning
 Persuasive o Facts and premises are well laid out
 Value o Conclusion follow premises in a clear &
convincing way
o E.g.
 A is better than B.
 B is better than C.
 Then A is better than C.
 Ethos: Communicator’s Credibility
o Integrity, Stature, Competence, Training,
etc.
o Gravitas – significant weight and
4. In dealing with outside world, do you prefer to influence in the court
get things decided or do you prefer to stay open  Pathos: Emotional rapport
to new information and options? o Can they extract emotions to the
 Structure audience?
i. Judging
LEARNING TO COMMUNICATE
 Organized
 Structure A. Communication: A Two-Way Street
 Control
Communication Process Model
 Decisive
 Deliberate  Adler and Towne (1978)
 Closure  Sender (Transmitter or Writer) and Receiver
 Plan (Audience or Reader)
 Deadlines  Start of communication is with mental images.
 Productive o Starts with the transmitter
ii. Perceiving  Translation of images into symbols.
 Flexible o encoding process
 Flow  Channels are going to be used to send out
 Experience symbols.
 Curious  The Receiver will now interpret the symbols
 Spontaneous o Decoding: interpretation of the message
 Openness sent.
 Wait  Feedback is expected to be given as long as the
 Discoveries communication pursues.
 Receptive  The images received = images sent by the
transmitter
o effective communication.
 There is Noise
o results into miscommunication

Mental images

 Ideas
  Thoughts  Vocal element comprises 38%
 Emotions
 Pictures

Symbols

 Words
 Sense information
 Sound Non-Verbal Communication
 Pictures
 Facial Expression
Channels o Surprise
o Fear
1. Verbal o Sadness
a. Face to face o Anger
b. Telephone o Happiness
c. Video chats/call o Disgust
2. Written Messages  Eye contact
a. Letters  Interpersonal Distance
b. Fax messages o Proxemics: study of the interpersonal
c. Email distance
d. Text (SMS) o Edward T. Hall’s Distance Zone
e. Newspapers  Intimate Zone – 6-18 inches
f. Journals  Friend Zone  Personal Zone –
g. Textbooks 18-48 inches
3. Visuals  Social Zone – 4-12 feet
a. Paintings  Audience Zone – over 12 feet
b. Photographs  Touch
c. Televisions
 Hand and other gestures
d. Movies
 Body orientation and posture
4. Non Verbal Communication
 Appearance
a. Facial expressions
b. Sign language B. Receiving Messages
Noise  There are many impediments to accurately
receiving message:
1. Physical noise  environmental disturbance
o Subconsciously, we may not like the
2. Physiological noise
speaker
 Can happen in the encoding process
o We may be preoccupied by some other
 But also in the decoding process
things;
o We may think that we may already have
the superior idea; and
Elements of Personal Communication o We may be tired or simply disinterested
o The language and jargon used by the
 Spoken words: Verbal
transmitter may be different from the
 Voice and Tone: Vocal
ones we are with, blurring the entire
 Body Language : visual message
Dr. Albert Mehrabian’s 7-38-55% rule o The transmitter’s decibel may be too low
or too high
 The most important element is the body o The transmitter may have mannerism
language 55% that is distracting
 Verbal element comprises 7% o The worst message distorter is when the
receiver is filtering it through his own
perspective, experience, belief system,
or preferred conclusion while the
transmitter is coming from a different
worldview
  Reasons for receiving message
o Just being there to listen politely is a
common situation in social gatherings
o In formal gathering, the intent of the
listener is to learn new knowledge
o In personal encounters with friends and
relatives, the objective may be is to
sympathize or establish stronger
relationship

C. Transmitting Messages

o End with a bang

o Start with a great opening statement
o Your essay or speech should resonate
strongly with the audience
o Say something new or unique
o The energy and passion of a speaker is
infectious and intoxicating
o Be sensitive to the sensibilities of your
audience
o Emphasize and highlight the major
points that you are trying to say

B2B: Business to Business

 Close relationship with customer

 Few customers
Steps in a Sales process
 From end consumer demand, less price
sensitive 1. Prospecting and Qualifying
 Consultative selling a. Search for and qualify prospects
i. Referrals
B2C: Business to Consumers
ii. Trade fairs
 Impersonal mass communications iii. Product expos
 Many customers iv. Databases
 Stimulated by marketing, extremely value  Demographic info
sensitive a. Age
 “Convincing the consumer” approach b. Income
c. Gender
d. Address region
2. Pre-approach
a. Gather information and decide how to
approach the prospect
3. Approach
a. Gain prospect’s attention, stimulate
internet, and make transition to the
presentation
b. Cold Calling: Approach the
business/consumer unannounced
c. Communication enters
4. Presentation and Demonstration
a. Begin converting a prospect into a
customer by creating a desire for the
product
b. 80 – 20% rule
i. 80% addressing the needs,
ii. 20% presenting the product
5. Handling objections
 a. Seek out, clarify, and overcome any
prospect to buying
6. Closing
a. Obtain a purchase commitment from
the prospect and create a customer
7. Follow-up: After sales
a. Ensure that the customer is satisfied
with the product
b. Repeat business