MIND GAMES: HOW THE FRENCH USE BRAIN TASKS IN WORK AND BUSINESS
Cognitive psychology helps predict employee behavior, build customer relationships and change the business world for the better. About this writes the French portal Capital.
Knowledge of the characteristics of the brain affects all areas of the life of the company – innovation, management, marketing. We give in example 10 “brain-friendly” tricks to achieve the desired result.
#1. Correctly perceive failures
Our brain painfully accepts losses. So much so that the experience of losing € 10 is twice as strong as the joy of earning the same amount. In business, this is a powerful brake on the introduction of innovations.
To counter this, management should encourage even an unsuccessful attempt: your project did not work, but you did the right thing in trying to implement it.
– Eric Bressoud,
Division Director at the BVA Research Institute (Paris)
Example. At W.L. Gore, a manufacturer of fabric for workwear, everyone has the right to make mistakes – but with a condition.
“We are following the concept of the waterline. What does it mean? If we make a mistake in making the decision “above the waterline”, that is, in something not too fundamental, then we will take it calmly. If the mistake is made “below the waterline”, that is, the matter concerns matters of principle to the company, then we conduct a thorough debriefing. And only then we decide on the so-called punishment, ”says Frederic Amarutey, CEO W.L. Gore France.
How to correctly use the tricks of the brain.
# 2 Maintain a diversity of opinions
By attracting similar employees, companies strive to create a calm and even atmosphere.
But in order to develop and introduce innovations, teams must have people with different approaches. When employees are not alike, they are able to generate amazing solutions during the discussion.
– Laurent Khabar,
organizational training expert.
Tip. Different approaches and mindsets are better than one.
When composing a team, it is worth mixing different neurosensory types. For example, intuitive and rational.
– Diana Derval,
Research Director at Derval Research.
# 3 Calm the alarm
The psychological calm of employees is rarely a priority in companies. “Pain, stress and a feeling of social rejection activate the same parts of the brain,” says neurologist Melissa Kanselie, “but neuroscientists have found mechanisms that reduce tension in teams and increase confidence, confidence in the future and the quality of personal relationships.”
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Example. Melissa’s colleague, consultant Laurent Hubart, helped a large engineering company identify values in the relationship between employees and the employer. Now they are spelled out in a separate document. “When all obligations are clearly defined, tension is removed that the employee often does not even realize,” says the consultant.
#4. Allow autonomy at work
Another pillar of productivity is engagement. “Active participation in the work and development of the company is possible only by giving employees more autonomy. Responsible for his area of work, a person makes emotionally significant decisions and becomes more proactive. This movement is especially noticeable in young companies and start-ups, ”says Laurent Hubart.
Example. At Decathlon, each manager is responsible for his piece of work and has complete freedom to manage the team.
The company has committed itself to a decentralized approach. Since then, the brand has successfully opened stores in India and Canada, although previously it seemed unthinkable.
– Laurent Hubart.
#5. Improve feedback
“The brain remembers much more efficiently if it receives quick feedback. The principles of empathy teach us that commentary as an immediate reaction is remembered much better, ”says Melissa Cancelie.
Example: In the internal network of the international audit company Mazars, each employee has a program for requesting feedback from a manager or colleagues who can respond anonymously.
“When we introduced this tool, all of our managers were trained on how to provide fast, high-quality feedback,” says Matilda Le Koz, Director of Talent Development.
# 6 “Push” to purchase
Our brain evaluates the value of the product, starting from the first prices that it saw. That is why real estate agents first show lower-quality housing in their price range before presenting a more beautiful and expensive one.
Another observation: the buyer is willing to pay more for a bottle of wine in a store where classical music is played than pop or rock.
How to correctly use the tricks of the brain.
Such indirect instructions affect the choice in the same way as orders and other forms of direct pressure. This concept, known as the “push theory,” has become revolutionary in marketing. And Richard Thaler, working on it, received the Nobel Prize in economics.