9. The physiology of our brain has not changed since our
hunting and gathering days!
10. And we now know more!
90% of what we know about the brain, and hardwired responses,
have only been discovered in the last seven years!
Thanks to neuroimaging technology, like fMRI, we have insights into how the
brain processes new information and responds to change.
11. So based on our hardwired behaviour
There are three key reasons why we trip up
13. 1 We avoid loss
This means that we:
• persist, even when we know the odds
are against us, eg. gambling
• chase sunk costs and persevere with
failing projects
• bid furiously on eBay for items we
don’t need or want
• resist change
Any loss meant potential loss of life or resources,
threatening our survival.
15. 2 We go into threat mode
When in threat, this means:
• Emotion overrides logic
• We have tantrums,
often called an ‘amygdala hijack’
• We hear bad news first and loudest
• Our neural energy is taking
care of our emotions, so there’s little left
for rational thinking
Change and new information provoke threat.
When in threat, we respond with flight, fight or freeze.
17. 3 We size people up quickly
This means that we:
• are hardwired to feel safe with people like us
• classify people as ‘friend’ or ‘foe’
• have a built in unconscious bias
Survival relied on safety. We felt safe with our own clan,
meaning anyone outside our group could be a threat.