The Brain Hack From The 60s That Still Works Today
Your brain works on a reward circuit.
- Stimulus.
- Behavior.
- Reward.
That's the cycle.
Example:
- You see the living room is dirty and kinda smelly.
- You spray Febreeze.
- It smells fantastic.
That's the whole cycle and its part of everything we do as humans. No matter what you want to do, you will need to face this cycle.In fact, super successful products like Febreeze, Listerine, and Coca-Cola have built-in rewards that increase consumption behavior from customers.This isn't new--it's called reinforcement and it was coined by B.F. Skinner and the other Behaviorist Psychologists in the 60s.
It works in business and it works in life.
If you want to build a habit, break a habit, stop dating the same type of person, start exercising more, finish that novel, improve test scores, increase sales, decrease staff turnover, quit smoking, eat healthily, or WHATEVER . . .You're going to need to understand this basic, fundamental human circuit for behavior and how people respond to it.If your employees feel crummy every time they talk to you, they are going to stop talking to you and leave.If your students feel empowered and capable every time they leave your class, they're going to show up and try hard.If your customers feel like they didn't get what they expected, they are not going to tell you (they'll tell their friends) and they are not going to come back.
2 Minute Action
What's a habit or behavior you want to start, stop, or otherwise change?Don't stop there.What's the stimulus, behavior, and reward?It's up to you to identify, test, and solve for this reward circuit. If you're serious about getting your results, you're going to need to figure out how to hack your own behavior and do what you need to do.
"A failure is not always a mistake, it may simply be the best one can do under the circumstances. The real mistake is to stop trying."- B.F. Skinner
The Unusual Reason Listerine Is So Successful
Upgrade to Premium!Sign up for updates!Follow us on social media!
How many times have you gotten this within 2 seconds of hitting a new website or page?
How bad is that?We just met!Now you want me to upgrade? I haven't even used your product yet!
The first interaction someone has with you, your service, or your product, should be positive.
The first thing that should happen is that they get something. They feel good for making the decision to hit your page, buy your product, or hire you for the job.The first thing they need is a hit of dopamine to reinforce their behavior.Sounds a little mechanical but that's how brains work.
Stimulus. Behavior. Reinforcement.
EXAMPLE:Listerine doesn't need to be painful.But the marketing team found out that when consumers got "feedback" from the product, they felt like it was "working."They continued to use the product.You have to make your own ethical decision about whether the ends justify the means, but that's up to you.All I can share is what I know works.
2 Minute Action
What's the first interaction someone has with you, your brand, or your product?An email? A cold sales call? A welcome desk at your office?It only takes 2 minutes to come up with something small you can do, offer, or say within the first 2 minutes of meeting a new customer to make them sure that they made the right choice.Lollipops for their kids.A cold bottle of water.A cable to charge their iPhone.It's little things like these that your customers, clients, patients, or students will remember and then tell others about.
The Most Helpful Thing You Can Do For Someone
The best thing you can do for someone you work with, your partner, your client, your pastor, or your Uber driver isn't what you think.It's about providing honest, useful feedback.It needs to come from a place of collaboration.
When you respond with collaboration in mind, it's easier to use the right words and tone.
That all comes after the feeling.It's changing the feeling that's hard.It's easy to respond in anger or frustration.It's not the first thing that comes to mind, but it can be blunt.It's not aggressive but it is assertive.
It's up to you to be helpful to the people around you.
It's up to you to train those around you--because no one else is going to do it.If you're not being honest, respectful, and helpful . . . you're not helping.
2 Minute Action
Think about someone you're spending time with, at work, at home, who recently asked for your opinion about something.First person that comes to mind, we're going for speed.What did you tell them?What could you add, right now, in a text or an email, that would reinforce the tone of collaboration?Here's a quick sample you can steal and use, today:"Hey, was just thinking about you. In fact, I was thinking about the whole conversation we had. Having a bit more time to think, here's what's on my mind: . . . . . . Anyway, hope this helps. In the meantime, I'm really glad we're on the same team. Talk soon."