Session 3: Why We Think, Feel, & Behave the Way We Do

Key Points...
1. Human Psychology isn’t rational.
• From the inside it usually appears that our thinking, decisions and actions are "rational."
• From the outside it usually appears that our thinking, decisions and actions are "irrational."
• Humans do things for their reasons, not your reasons - and rarely are these reasons
"rational."

2. Our Psychology is rooted in our past.

• Great progress has been made "decoding" human psychology and behavior over the past
decades.
• The more we look for "evolutionary" drivers of our psychological mechanisms, the more
we find them.
• If you look behind most thoughts, feelings, and actions, you'll find survival, sex and status.

3. We humans have 3 brains in 1.

• Our brain appears to be 3 brains in 1.
• Reptile, Mammal, and Thinker.
• The challenge? Our 3 brains aren't very well integrated - and the older brains seem to rule
the newer.

4. We Humans are built and wired for a time that doesn't exist.
• The modern environment has changed dramatically from our "original environment"
• We have become "Homo Technoligus" living inside the self-built "Human Zoo."
• But don't forget - our wiring hasn't changed! It's still built for the outside world.

5. We don't make decisions logically, and we make decisions unconsciously.

• The process of making a decision appears to be "retinal" - so we assume that it is.
• It now appears that most decisions aren't made consciously.
• Instead, decisions are made on an unconscious level - then "rationalized" with the
conscious mind.

6. We are completely overwhelmed by communications and choices.

• We live in the world's first over-communicated society.
• The level of choice we have is literally immobilizing us.
• The average person has essentially no hope of silencing the increasing noise.

7. We are twice as motivated to avoid pain as we are to get pleasure.

• Tests have shown that we humans will pay twice as much to avoid pain as get pleasure.
• The "problem/fear/pain" aspect of what you sell is likely TWICE as important as the
pleasure aspect.

8. When we have a need, our entire thinking & deciding process changes.
• A person who is experiencing a need, a craving, a desire, a fear becomes a "different
animal" - so to speak.
 • When under the influence of a need, we become single-minded in our quest to satisfy it.
Especially when it's about survival, sex, or status.

9. We humans are very bad at figuring out how much things are worth.
• Money, value, and prices are very confusing to humans.
• We are constantly looking for cues, criteria, and comparisons to understand how much
products and services are "worth."

10. All of this adds up to prospective customers who need CLARITY.

• You cannot hope to cut through this inner and outer noise without FOCUS.
• You must know what you're offering, who it's for, and what the benefit is to them - then
present it to the IRRATIONAL human mind.
• If you don't, you might as well not even start.