TLP020: The Leader's Recipe for the Emotional Cocktail

Co-hosts Jan Rutherford and Jim Vaselopulos interview Dr. Christophe Morin, CEO and Chief Pain Officer at SalesBrain. With over 30 years of experience in marketing and business development, Christophe is passionate about understanding and predicting consumer behavior using neuroscience. He is an expert on the effect of advertising on the brains of adolescents and young adults. Christophe discusses with Jan and Jim the prime role of emotion in individual motivation, how neuromarketing draws upon the science of neurological testing, and the six factors you can stress to create emotion that works for your product. Listen in to learn principles of ethical neuromarketing, and steps you can take to become more effective in persuasion for the greater good. Key Takeaways [6:11] Neuroscience data doesn't rely on what customers say, but on the ability to read their nervous system and brain blood flow. Most of this information is not consciously available. [10:01] Dr. Morin explains how the System One brain system communicates with the System Two brain system and how that relates to advertising. [12:55] Find out about the up-and-coming field called neuroleadership. [16:17] How can neuromarketing improve the world? [20:55] What are the six ways to create the bottom-up effect? [35:22] The Neuromarketing Science and Business Association created a code of ethics, now used widely by the neuromarketing industry. [37:17] How neuromarketing is somewhat a natural progression of marketing. [43:55] People who are willing to show up, look at themselves, work, rehearse, and practice, are those who ultimately can acquire and perfect skills they may not have had when they began. [45:58] We're scratching the surface of this big question: What is the ultimate effect of media on us? Books Mentioned on the Show Thinking, Fast and Slow, book by Daniel Kahneman Selling to the Old Brain: How New Discoveries In Brain Research Empower You To Influence Any Audience, Anytime, book by Patrick Renvoise and Christophe Morin The Paradox of Choice: Why More Is Less, book by Barry Schwartz Bio Dr. Christophe Morin, CEO and Chief Pain Officer of SalesBrain, has over 30 years of marketing and business development experience. Before joining SalesBrain, Christophe was Chief Marketing Officer for rStar Networks, a public company that developed the largest private network ever deployed in U.S. schools. Previously, he was VP of Marketing and Corporate Training for Grocery Outlet Inc, the largest grocery remarketer in the world. Christophe has received multiple prestigious speaking awards from Vistage International and Great Mind Research Awards from the Advertising Research Foundation (ARF). Christophe holds a BA in Marketing, an MBA from Bowling Green State University, an MA and a PhD in Media Psychology from Fielding Graduate University. He is an adjunct faculty member of Fielding Graduate University where he teaches a Masters/PhD course he created called "The Psychology of Neuromarketing". He is also a board member of the Neuromarketing Science and Business Association (NMSBA) Website: www.salesbrain.com