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  • Brain Fundamentals: André Morys

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    Diego La Torre
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    The document discusses the human brain and how to leverage knowledge of its workings for business growth. It covers 3 key points: 1) The human brain works through both automatic "System 1" and cognitively exhausting "System 2" processes. Much decision making occurs unconsciously through System 1. 2) The brain comprises both an "old brain" that controls automatic functions and a "new brain" for cognition, as well as a "mid brain" for emotion and motivation. 3) Implicit codes strongly influence perception and decision making within milliseconds through the brain's "reward system." The document advocates identifying a business's implicit codes through 5-second website tests.

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    Applied-Neuromarketing-Part-1

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    The document discusses the human brain and how to leverage knowledge of its workings for business growth. It covers 3 key points: 1) The human brain works through both automatic "System 1" and cognitively exhausting "System 2" processes. Much decision making occurs unconsciously through System 1. 2) The brain comprises both an "old brain" that controls automatic functions and a "new brain" for cognition, as well as a "mid brain" for emotion and motivation. 3) Implicit codes strongly influence perception and decision making within milliseconds through the brain's "reward system." The document advocates identifying a business's implicit codes through 5-second website tests.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    15 views54 pages

    Brain Fundamentals: André Morys

    Uploaded by

    Diego La Torre
    The document discusses the human brain and how to leverage knowledge of its workings for business growth. It covers 3 key points: 1) The human brain works through both automatic "System 1" and cognitively exhausting "System 2" processes. Much decision making occurs unconsciously through System 1. 2) The brain comprises both an "old brain" that controls automatic functions and a "new brain" for cognition, as well as a "mid brain" for emotion and motivation. 3) Implicit codes strongly influence perception and decision making within milliseconds through the brain's "reward system." The document advocates identifying a business's implicit codes through 5-second website tests.

    Copyright:

    © All Rights Reserved
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    of 54

    Brain fundamentals

    André Morys
    The Journey Of This Course
    Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

    Lesson 1 Lesson 2 Lesson 3 Lesson 4 Lesson 5


    Brain fundamentals Control the Emotional You have only Implement The
    attention resonance 50ms Core Principles In
    Your Process
    André Morys
    CEO & Founder of konversionsKRAFT

    Co-Initiator of the Global Optimization Group

    Author, Speaker, University Lecturer


    200 Conversion Experts
    10 Countries
    140 bn $ Revenues Optimized
    Lesson Objective:

    Understand how the human


    brain works to leverage that
    knowledge into business
    growth.
    1) What creates disruption?

    2) How the human brain works

    3) Power of implicit codes


    (live practice)
    What creates disruption?
    The Moment…
    The Moment…
    The Moment…
    …when you feel you are the first one to discover that place
    “
    – Carl W. Buehner
    3
    3
    Instant Gratification =
    Nucleus Accumbens
    “Reward System”
    How the human brain works
    Brain Stem

    “Old Brain”

    Controls a lot of automatic functions,


    (“autopilot“), breathing, blood pressure,
    heart beat, motor control, etc
    Cerebellum
    “Little Brain”

    Motor Control, automatic behavior,


    200 x more powerful nerve connection
    compared to cerebral cortex, 75% of
    the „power“ of the cerebral cortex in
    50% of the size

    “System 1“ according to Daniel Kahneman


    Limbic System
    “Mid Brain”

    Emotion, Motivation, Behavior, Drive,


    Addiction, produces endorphins

    Thalamus, Hypothalamus,
    Corpus callosum, Amygdala, et al

    “System 1“ according to Daniel Kahneman


    Cerebral Cortex
    “New Brain”

    Needed for perception, cognition,


    thought, language, real calculations,
    and math.

    “Gray Matter,” only 2-mm (¼ inch) of


    the brain’s surface.

    “System 2” according to Daniel


    Kahneman
    System 1 = Autopilot
    System 2 = Cognitively Exhausting
    Is the “old brain” always faster?
    “70% of all decisions are made unconscious.“

    Wrong.

    It’s 100% - but some decisions will be


    ‘post-rationalized‘ more than others.
    The power of implicit codes
    $6,000 USD $166,000 USD
    $6,000 USD $166,000 USD
    How does this implicit
    thing work?
    Maluma

    Takete
    Maluma Takete
    Takete

    Maluma
    “What is your association with
    this website?“
    [LIVE DEMONSTRATION?]
    Former class asked students to paste urls here.
    Delete if not necessary.
    Relevance -> Resonance

    “That is made
    for me.”
    Jeff Bezos:

    “Ask yourself what is not going to


    change over the next 10 years”

    20.000 Years FTW!!1


    Assignment:

    Conduct a five-second test


    to identify which implicit
    codes your website sends.
    Five Second Tests

    1) Print out your website

    2) Find five people that do not know it

    3) Show it to them for five seconds

    4) Ask them about their first associations, what did

    they see? Record that.


    BONUS: Visualize results with a limbic map.

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