Animals that are not well suited for their environment will perish before they have offspring, and their mixture of genes will die with them. So basically, all living creatures have just two ultimate priorities that guide their actions: survive and pass on genes. By understanding of the former, the evolution, it is possible to understand how your customers’ brains make decisions, and the possibilities and restrictions related to them. And by understanding the brain, it is possible to understand how and why your customers behave like to do, and how you can influence on their behaviour.
Should you excel in sales, marketing, R&D or leadership, you must know how humans behave and how to influence the core, the brain.
So, let’s get back to the evolution. Early brains on our planet, some 500 million years ago, were extremely simple, their functions included mainly breathing, heart beat regulation, balance and basic motor movements. But the brain evolved and 150 million years ago emerged the hindbrain, enabling for example emotions and motivational behaviour. The even more sophisticated part of the brain, and the area with the greatest amount of recent evolutionary change, has evolved across nearly seven million years ago and is called the cortex. The cortex is responsible for higher cognitive functions like language, thinking, problem solving and information processing. Consequently, the modern human behaviour emerged around 100,000 - 50,000 years ago.
Thus, the brain has evolved a structure after another and the parts dominated the behaviour astonishing 500.000.000 years ago are still there! Still influencing your customers' behaviour and playing more-or-less by the rules valid back then. Even “the latest update” of the brain is whopping 50,000 years old.
The environment 50,000 years ago was all about survival. And the brain was forced to adapted into it. The adaption was possible by acquiring as much sensory information from environment as possible, and processes it extremely fast enabling proper reactions in the situation of potential threat or reward. The main principle of the brain was not to deliberate thoroughly all aspects in the current situations and weighing the evidence, but instead acquire all information accessible instantly and without effort, process it extremely fast and act according to very simple good/bad heuristics. The more adequately the brain could respond to environmental challenges, the better the chances of survival. This kind of information processing had to be unconscious, without any “interference” of slow conscious deliberation.
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