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How To Be Smarter Than Your Competitors
How To Be Smarter Than Your Competitors
How To Be Smarter Than Your Competitors
What do Nike, Harley-Davidson and Tiffany have in common?
They have powerful personalities just like famous folks, and we all
want to be associated with successful (winners) people. Why?
It is our emotions (right-brain) hijacking our logic and reason (left-brain). We feel good about ourselves and others are impressed with us because our connection with
Nike, riding a Harley and having the Tiffany name on our watch.
Call it brand-name "validation" of our status.
Wait! And we will pay extra U.S. greenbacks for the privilege to impress others.
Example: the identical two-carat diamond ring or expensive wristwatch (Patek Phillip) you buy at Tiffany cost up to $6,000 more than at your local jewelry store.
People pay the extra tariff with a smile just to be able to show their friends and associates "I bought her engagement ring at T-I-F-F-A-N-Y!" The brand name adds prestige to your reputation and makes you feel like a millionaire.
What is the retail value of good feelings? Driving a Chevvy gets you there, but a
Mercedes flies you on the wings of an eagle.
Endorphins
Please remember this Endorphins are our bodies' narcotic (morphine) a neurotransmitter to overcome pain. So what? It is what produces happiness
and pleasure. Endorphins improve our mood and attitude.
Oh yeah, it is released by sex and laughter. It improves our physical and mental
reactions. To know more - Google: Mu Opioid Receptors.
Dopamine
What motivates Homo sapiens to work, love and improve? Rewards. Would you go
to work without a weekly check? Two motives are hardwired in our brain:
to always seek out pleasure, and to constantly avoid pain.
Key Neurotransmitter
Dopamine is a neurotransmitter that is central to our human nervous system.
It pumps out rewards during enjoyment in the form of pleasurable emotions.
It is a reinforcement to repeat acts that originally produce it. Do it again, please.
We are conditioned (programmed) by rewards to reinforce specific behaviors.
No check, no work. Love motivates us to bring gifts to our Significant Other.
Repeat after me " Endorphins produce good feelings, the emotions of
happiness. Will work and produce for powerful emotions."
Scientific Research on Brands
Recent studies (6.22.2010) at the University of Minnesota, Deborah Roedder, lead author indicates: when consumers drink an iconic brand like Coke, ride a Harley or shop at Tiffany, they improve their self-esteem, confidence and mood. The brand's personality rubs off on their emotions.
Get this: we perceive ourselves as more exiting, glamorous, cool and successful when
we are using a national hot brand. We get more than just another good product,
we get an emotional hijack away from beta brainwaves of logic and reason, to alpha brainwaves of imagination and creativity.
Two Attitudes
Folks fall into one of two ways of thinking about themselves: one: our personalities are fixed and locked in at birth. They are convinced we cannot change our personality through anything we do because it is genetic hardwired.
The second group believes our personality is constantly changing and growing based
on our experiences in life. Can knowledge, study and determination change how we see ourselves and how others see us? Flexibility (neuroplasticity) permits us to change the characteristics we work on. Can an introvert become a loud extrovert?
Why do we wear a fraternity pin or college ring decades after graduating? It is a personal advertisement of our special status. Examples: lawyers will inevitably mention how hard passing the Bar Exam was, PhDs always mention their thesis.
It shows us they are decisive, conscientious and brilliant stars. Yes, we are walking advertisements for our personality.
Pulling The Trigger
When do we decide to buy? Is it when we add up all the benefits and decide if the
purchase price is worth owning the product? Logic, reason and left-brain consciousness are a disguise for the reality of emotional decision-making.
We decide everything significant at a nonconscious level of mind. Buying decisions are always emotional, coming from the Limbic System of our brain. We use our imagination to predict how we will feel (emotions) once we own the purchase. Dazzle the troops; dazzle us.
Our brain can Forecast and Backcast, by predicting our emotions in the future, and creating mental imagery of our feelings after the event occurs. If we do not form a
a positive mental pix of our feelings about the decision, we produce a negative decision.
"Imagine your neighbors envy when you first park that new Mercedes in the driveway." How you feel about the decision is the make-or-break element.
New, New Research
Remember: circuits in the adult brain are constantly engaged in Neuroplasticity.
They are continually (always) being modified by new experiences. Your brain's
wiring is never static, synapses turn over at least 7% per week.
Your experiences cause both inhibitory and excitatory connections in our cortical
(brain) functional maps. So what? We are constantly establishing new memories
to draw on for behaviors, emotions and creativity.
Circuit changes are standard operating procedure (SOP), not the exception.
We are learning machines that put new knowledge and experience into practice.
The Prime Directive is Lifelong Learning. You are never too old to learn new tricks.
Google: Charles D. Gilbert, Rockefeller University, journal PLoS Biology,
June, 2010.
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Question: would you own a competitive advantage in your career by reading and
remembering three (3) books, articles and reports when your peers can hardly finish one? Who get promotions is based on knowledge, experience and practical
use in your career.
Find us and request a free (no strings attached) report on how to be a lifelong
speed reader. Where? www.speedlearning.org hbw@speedlearning.org
When? Now, before we discontinue this valuable service.
See ya,
copyright 2010 H. Bernard Wechsler
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