To truly understand how neurological processes affect management, leadership, and marketing, we must separate fact from fiction, resist facile narratives, and establish a more sophisticated view of brain science.
And that’s exactly what’s beginning to happen. Because of a confluence of factors—technological advances in fMRI, newly applied statistical techniques, and even President Obama’s announcement of a brain-mapping initiative—neuroscientists are adopting a new and better framework for their discipline. It shifts the focus from studying the activation of brain regions to learning how networks of brain regions activate in concurrent patterns. It’s like going from using video from a single surveillance camera at a crime scene to do detective work to using footage from multiple cameras positioned in different locations.
The new tools and approaches have already produced new insights into the biology of our minds and deepened our understanding of concepts crucial to managers, including: