1. Neuroscience and the Connection to
Exemplary Leadership

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A Competitor…

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What would you do?

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Insights…
Ø Discovering solutions
“Customers” don’t buy products or services, they buy solutions
Ø Designing solutions
Crafting the value proposition to the solutions being sought
Ø Vantage point—The instinctual brain
Most of our actions and experiences are shaped at the instinctual level

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The “X” Framework…
Bored Stressed
ExcitedContentComforted

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Bored Stressed
ExcitedContentComforted
Playing safe, by the rules,
going for the familiar, reassurance
Taking chances,
explore

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Labeling the pathways: Type 1 Mindset…
Bored Stressed
ExcitedContent
Comforted
Playing safe, by the rules,
going for the familiar
Type 1 Mindset:
• Fear of making
mistakes
• Failure à painful

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Type 2 Mindset…
Bored Stressed
ExcitedContent
Comforted
Type 2 Mindset:
• Fear of missing out on
opportunities
• Failure à Challengeà
Exciting
Taking chances,
explore

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Evolution of firms: Type 2 à Type 1…
Bored Stressed
ExcitedContent
Comforted
Good at
Exploitation

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Ø “X” Framework
Ø Understanding of where the “customer” is/would like to be
Ø The pathway or pathways (type 1, type 2, or both)
Ø Heuristics (based on factors that influence the pathways)
Ø Research
Influencing others…

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Ø Role of individual within an organization
Ø In charge of running a tight ship: Late majority/Late Adopters
Ø In charge of business development: Early adopters/Early Majority
Heuristics…

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Bored Stressed
ExcitedContent
Open to exploration
New IdeasFeeling reassured
Factors influencing the mindsets…
Ø Age
éAGE êNEUROCHEMICALS
[serotonin, dopamine]
Ø Time-of-day
LATER IN DAY êNEURO-
CHEMICALS
[serotonin, dopamine]
Ø Alcohol*
ê CORTISOL

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Factors influencing the mindsets…
Ø Age
éAGE êNEUROCHEMICALS
[serotonin, dopamine]
Ø Time-of-day
LATER IN DAY êNEURO-
CHEMICALS
[serotonin, dopamine]
Ø Alcohol*
ê CORTISOL
Time of day
Serotonin
Wake up

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Other factors: Relevance for leaders…
Ø Sleep hygiene
Ø Importance of deep sleep
Ø Fitness hygiene
Ø About 15 min. of cardio: ANP à Serotonin
Ø Dietary hygiene
Ø Importance of protein in the diet, especially
breakfast

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Sleep – my story…

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Other factors: Relevance for leaders…
Ø Sleep hygiene
Ø Importance of deep sleep
Ø Fitness hygiene
Ø About 15 min. of cardio: ANP à Serotonin
Ø Dietary hygiene
Ø Importance of protein in the diet, especially
breakfast

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Discovery through research…
Ø Surveys yield very little insights
Ø So too, conversations with customers
Ø Importance of
Ø Observation and empathy
Ø Immersive safaris/expeditions
Ø Actually experiencing the journey

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Ø “X” Framework
Ø Type 1, type 2 mindsets
Ø Implications for
Ø The firm, you as an influencer, you as a decision-maker
Ø Knowing where the “customer” is/will be
Ø Importance of factors such as age and time of day
Ø Importance of sleep, fitness and diet
Ø Getting Type 1’s to take chances
Ø Familiarity, social proof, social reinforcement, social
pressure, desperation (premortems)
Summary…

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THANK
YOU!

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Recommended
readings…
Decision Making

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Recommended
readings…
Introduction to Neuroscience