Brainworms are ideas or concepts that lodge in the mind and are difficult to forget. They rely on principles of neuroscience such as triggering novelty responses and forming new associations when surprising people. Emotion and memory are centered in the hippocampus, which is also responsible for smell. Vision is processed in the brain, not the eyes, and involves systems for movement, context and aggregation. Attention and context facilitate visual processing. People use mental anchors to assemble memory and make decisions closer to reference values in negotiations. Recognition depends on visual processing, context and culture.

1. brainworms
by tijan watt

3. A brainworm is something that
lodges itself in your head
It’s something you’re not likely to
forget
Brainworms rely on neuroscience
principles

4. Novelty

5. In Electro-Encephalograms (EEG),
people register P300 brain wave
formations when they are surprised
Creates a mental state associated
with incongruence; updates new
associations and memory

8. Emotion

9. The seat of emotion in the brain is
the hippocampus, the ‘reptilian brain’
It is also the seat of long term
memory
And the sense of smell

12. Vision

13. Vision is processed in the brain, not
the eye
All vision is illusion
Vision is composed of several vision
systems: movement, context,
aggregation

17. Attention

18. Paying attention is as important as
seeing
Eye movements are not continuous,
they saccade in discontinuous jumps
Context facilitates vision

21. Anchoring

22. people use mental references to re-
assemble memory
In negotiation, deals are made
closer to the anchor value
High concept pitches

24. Recognition

25. Recognition is built on visual
processing, heuristics, integration,
and context (Sinha MIT)
Black and Decker tools re-branded
to DeWalt to re-inforce industrial
positioning
Recognition includes culture,
context and expectation

29. Special Thanks
The Sinha Laboratory for Vision Research
at MIT

30. thank you!