Master the mindset and skills of Brain & Behaviour
Understanding people is an essential skill for any professional. But behaviour often seems complex and unpredictable.
When you are motivating, nudging, or communicating with your audience, you are essentially predicting behaviour. What makes someone tick might seem complex and counter-intuitive but can be surprisingly simple when you know the rules of the brain.
This course is designed to teach you just that through the science of Brain & Behaviour.
Course Curriculum
Readings & Important information
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Chapter 1. Eagle-Eye View: Brain & Behaviour explained
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- 1.0 Welcome to Brain & Behaviour for Growth (1:26)
- 1.1 What is Brain & Behaviour? (2:43)
- 1.2 Can you trust your eyes? (2:35)
- 1.3 Predictably irrational (4:55)
- 1.4 The benefits of Brain & Behaviour (6:08)
- 1.5 Meet your instructors (0:56)
- 1.6 The ethics of psychology in business (4:22)
- 1.7 Takeaways (6:44)
2. Key Principles: The Building Blocks of Brain & Behaviour
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- 2.0 Chapter intro (5:53)
- 2.1 Why principles? (1:54)
- 2.2 The brain in three parts (4:30)
- 2.3 Attention: a reflexive and intuitive mechanism (5:00)
- 2.4 Prediction machines and pattern recognition (2:50)
- 2.5 Associative networks (4:06)
- 2.6 Perception is fundamentally different from reality (5:20)
- 2.7 95% of our decisions are subconscious (5:03)
- 2.8 Takeaways (2:35)
Chapter 3. Brain-centric approach: Deconstructing your challenge
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Chapter 4. Decision-making: Leveraging predictable irrationality
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Chapter 5. Cognitive biases: Navigating the subconscious
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- 5.0 Cognitive Biases (2:13)
- 5.1 Finish strong: The Peak-end Rule (6:02)
- 5.2 Hook, line, and sinker: The Anchoring Effect (10:38)
- 5.3 I hate losing - Loss Aversion (3:49)
- 5.4 I was right all along: Confirmation Bias (6:28)
- 5.5 Keep it simple: Processing Fluency (4:37)
- 5.7 Love it or your money back: Zero Risk Bias (3:59)
- 5.6 Look here: The Decoy Effect (2:51)
- 5.8 Spoiled for your choice: The Paradox of Choice (4:31)
- 5.9 How lazy can one be: The Default Effect (4:42)
- 5.10 The invisible hand: The Priming Effect (4:50)
- 5.11 This bias belongs to you: The Endowment Effect (5:10)
- 5.12 Glass half empty or half full?: The Framing Effect (5:09)
- 5.13 You're not done yet: The Zeigarnik Effect (5:18)
- 5.14 A note on biases (3:02)
- 5.15 Looking back on biases (conclusion) (3:43)
Chapter 6. Behavioural change: Building your toolkit
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- 6.0 Chapter intro (6:44)
- 6.1 Grabbing attention: How to stand out (6:47)
- 6.2 Holding attention: Make it relevant (7:38)
- 6.3 Friction: Barriers of behaviour (12:52)
- 6.4 Unconscious: The power of subliminal influence (6:02)
- 6.5 Boosting your customers' motivation (16:47)
- 6.6 The Science of persuasion (14:42)
- 6.7 Takeaways (4:17)
Chapter 7. Operationalisation: Turning tactics into action
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- 7.0 Chapter Intro (3:22)
- 7.1 A peek into Neurofied consultancy (2:07)
- 7.2 A good cause: Psychology in fundraising (3:52)
- 7.3 New heights: The perception of delay in customer experience (5:02)
- 7.4 Make it last: Changing behaviour beyond nudging (9:41)
- 7.5 Why it works: The science of smudging (10:48)
- 7.6 Nudge then smudge: The step-by-step approach (11:53)
- 7.7 The outside world: Apple's competitive advantage (8:49)
- 7.8 Mac Pro: A masterclass in anchoring (4:29)
- 7.9 Apple: Why tactics can't beat strategy (4:17)
- 7.10 Dominos: Psychological backfiring (4:59)
- 7.11 Garmin: Outnudging the government (9:20)
- 7.12 Adobe: From free user to paying customer (11:59)
- 7.13 Concluding remarks (3:06)
- 7.14 Your Cognitive Biases database tutorial (6:11)
- 7.15 Takeaways (4:13)
Conclusion
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