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Brain Research in Business, Leadership and Marketing: 5 Book Tips {Review}


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How does our brain work? The question is far from fully understood, but also for Company interesting, who want to know how to find the best managers and employees and inspire customers for their products. 5 books at a glance.

By the way: You can find many more hand-picked reading recommendations in our section Editorial book tips.


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Stephan Lamprecht Stephan Lamprecht

Stephan Lamprecht is a journalist and editor at Management-Journal.de

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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.

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How coaches use the results of brain research

How does our brain work? The question of how we think and learn has occupied science for well over a century. And so the mystery is not yet revealed. However, brain research always presents amazing results. Whether it's the proverbial "learning while asleep" or explaining the workings of biochemical processes known as happiness hormones.

Naturally, interdisciplinary brain research inspires the continuing education sector. Trainers and coaches must ensure that not only the right regions of the brain, but all the senses are addressed. After all, anyone who works in further education wants to ensure that the knowledge transferred is permanently anchored among the learners.

From learning types and haptics to e-learning

Hanspeter Reiter is not dealing with an encyclopaedia of brain research as a publisher, but rather with establishing connections and linking different perspectives and topics. 24 experts present in their contributions the current state of research and findings from the practical application in the field of training. The topics presented are correspondingly versatile.

For example, what does brain research say about different types of learning? Are these or are they rather excuses of the participants? Such questions are just as important as the presentation of different approaches to brain-oriented learning. Without a doubt, practical experience and comprehension have a great influence on the learning success. And so coaches are interested in how feel is incorporated into individual lessons.

Current perspectives of research

The aim of a further education measure must be that the knowledge transferred is transferred to the long-term memory in order to be available in everyday life. The way there leads through emotions and the right motivation to learn. But an essay mentions the stumbling blocks on the way there. The publisher has succeeded in preserving the individuality of the individual contributions, which makes reading exciting.

The work is aimed at readers who are interested in science, not just scientists themselves. The authors provide in their contributions abundant sources and references that allow a deeper introduction to the different aspects.

Digital methods of further education: how does proper learning work

The handbook presents itself quite up to date when it deals with digital methods in further education. Behind this is the question of whether man can "digitally" at all. For example, long-term studies underline the importance of handwriting for memory. Typing is something else than to train in his brain, the motor processes that are necessary when writing by hand. What effect does this have on the digital educational offers in Company? The discussion of these questions is the worthy conclusion of a very interesting anthology.

Anyone who is interested in the subject of brain-oriented learning and wants to find out about the current state of research and practical applications will find in this book a comprehensive and inspiring source of information.

Neuroscience for managers

The Greek authors Nikolaos Dimitriadis and Alexandros Psychogios take a slightly different approach in their book "Neuroscience for Leaders: A Brain Adaptive Leadership Approach", which is unfortunately only available in English.

They relate the topic of brain research directly to the topic of everyday business. Modern science has shown that in order to be more productive in complex business situations, we need to understand and change the inner workings of our brain. Using the latest insights from applied neuroscience, behavioral economics and psychology, Neuroscience for Leaders shows how to transform brain-based learning into a better leader.

Step-by-step framework for fine-tuning brain functions

Nikolaos Dimitriadis and Alexandros Psychogios provide a step-by-step framework for fine-tuning brain function in four key areas: improving the thinking process, understanding and promoting emotions, designing automated brain responses, and developing dynamic relationships. They explain the underlying science behind these steps, why they are important to the business environment, and how they can be improved.

With case studies, self-assessment tools, and useful exercises, Neuroscience for Leaders is a valuable guide for managers and leaders looking to improve the effectiveness of their executives. A great book with many resources that invite to a deeper study of the subject. The neurosciences are therefore also an important aspect in personnel selection, where methods of neuroscience may soon make common psychological approaches to aptitude diagnostics obsolete.

Neurosciences in Marketing

Nikolaos Dimitriadis, who runs a neuro-marketing and neuro-HR business in Belgrade, sees marketing in particular as facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups that break traditional channels , and a new generation of technically savvy customers. How should marketers adapt to this changing landscape and close the skills gap that many of today's marketers face?

With his follow-up book “Advanced Marketing Management” Dimitradis presents this new world of marketing in detail. The message here: Since traditional marketing approaches do not offer convincing solutions for modern business realities, a new approach is urgently required if marketers want to regain trust in their companies. It's all about marketing, less about how the brain works.

Guide with business cases and scientific background

With contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management first leads the discussion about traditional marketing methods and a critical discussion. Be it because the book is also intended as a textbook for students - the author is also the regional director of the University of Sheffield International Faculty, CITY College, for the Western Balkans - this aspect takes up too much space and looks as if the knowledge of the Neuromarketings are defended against traditional methods.

This book, which summarizes a wide range of literature and academic research on new developments, is the ideal guide for students, faculty and practitioners who want to succeed as modern marketers.

Do not sell rotten eggs: creative marketing strategies for the practice

Developing new campaigns, reaching target groups and always thinking and acting innovatively - the goals of marketing are constantly presenting new challenges.

Christian Gold, an expert in moving-image communication, and Christian Remiger, a communication expert, present 50 with creative approaches and ideas for vivid marketing strategies and an effective communication strategy in their guide "Redesign in the Head".

USP theory is one thing, practice is another

If companies re-establish marketing strategies, they are looking for the USP. He is the gold of communication: The unique selling point distinguishes one company and its products from another. "A true USP is a tremendously powerful selling tool and should be the focus of your communication," Gold and Reminger said.

But they also point out that the USP is not always an advantage. "Imagine, you go to a weekly market and sell rotten eggs," the authors said, "that should almost certainly be unique." Sell lazy eggs but not, because then screams no cock. Uniqueness is not always a strong selling argument.

The opera singer effect: convince your audience

Good marketing strategies include a compelling communications manager and the strong spokeswoman. Only who the

perfect "combination of quality, conviction, knowledge, performance, timing, rhetoric and staging" mastered and eloquently comes across, convinced target audience and press of product or service, according to Gold and Reminger. Such people find emotional access to the target group, pulling out all the stops that can move marketing strategies. Gold and Reminger call this the opera singer effect, reminiscent of the moving performance of vocalist Paul Potts, who has surprised and totally mesmerized his audience. An inspiring guide to practicing communications experts who think many new and innovative PR topics.

7 traps of life: Be happy with changes in thinking

Finally, the aspect of self-realization should not be missing when it comes to brain research and thinking. For today, almost all paths in life are open to us: free choice of profession and partner, emigration with 50 +, the year abroad during your studies - even the appearance can be significantly changed with the means of plastic surgery. But this supposed freedom also makes us wrong and loses our orientation.

With center 30 we find ourselves in a job that does not make us happy. We hardly have time, because we pay more attention to Whatsapp, Tinder, and the Messanger, than to a good book and our relationships. In the idea of ​​absolute freedom we do not see that a relationship needs commitment, trust and responsibility. David MR Covey names in his poetic advisor "Trap Tales" seven traps of life that lead to such dead ends. The Way Out: Sometimes, few changes in life are needed to get out of a trap.

Falling as challenges

"How would it be if we could learn to discover the traps we encounter in our lives just as I have learned to discover the traps in chess?" Protagonist Patricia asks at the beginning of the narrative, "and What if we could learn the steps we can use to free ourselves from a trap we're already in? "

Patricia is the girlfriend and teacher of Alex, who is the main character in this special guide book. Alex is a successful businessman and husband as well as father. Carried by the surge of success, he lives a lifestyle that involves a lot of money, work, and little time for himself and the family. He does not abandon this lifestyle, as the business is not so well and his family demands more attention. High debts and a (nearly) broken marriage are the basis of the narrative. As Alex makes a convertible on installments while his wife seeks a way out of debt, the situation escalates. She is moving out and he is traveling alone with the kids on the Hawaii vacation. Here he meets Patricia again, an old acquaintance. In the rest of the book, she teaches him the seven traps of life into which Alex has entered without exception. Together, they develop strategies for gradually breaking out of their traps.

Make a big difference with small changes

The literary form of the guide makes it easy to identify with the protagonist. Poor handling of money, the new demands on oneself when the offspring comes and the simple overload due to the speed of the digital media - everyone knows such traps. Alex lives through them on behalf of us all and finds a way out with Patricia. In the chapters, they discuss Alex's situation and how he got there.

Then they consider what the conventional approach is in each case. Patricia finally trumps with a groundbreaking idea. It is interesting to realize that no one has to throw his entire life over the pile to lead a full and happy life again.

Storytelling about changing thinking

It's more about changing your thinking. Alex realizes that the convertible is inappropriate in its tight financial situation. He gives it away again, freeing himself from this burden and deliberately renouncing this prestige object. He also throws off load as he rearranges himself professionally. He limits the time budget for meetings, which have so far taken almost 90 percent of his working time. He also recognizes that he is good at "getting things done and delegating tasks, and that also seemed to attract people who would like him to do their projects as well."

As he puts an end to this, it is a first step towards more livable changes. Because even small changes in thinking and acting can make a big difference. This narrative of the seven traps that anyone can step into demonstrates in a refreshingly vivid way how we experience more happiness in changing our thinking. And not bad either: we can look forward to the end of the book and Alex's reconciliation with his wife.


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