Experience … typically … is a very … Subjective Thing.

Like, how do you measure something like experience … when there are so many different emotions and personalities and … personal preferences … and … this might work for you, but it doesn’t work for me kind of things out there?

What’s good … in one person’s eyes … could be considered terrible to the next … so we all have different perspectives and experience and when you think about …

Like, think of playing chess, for an example …

Most people would think that … losing your queen is probably the worst thing that could happen …

But … there are certain situations where losing your queen could actually be the best thing that could happen.

So … good … bad … it just seems so all-over-the-place.

So really … is there a way to objectively … create … and provide … the “optimal” experience?

(I asked all of this in a meeting recently).objective subjective

Want to know what … doesn’t care … about your personal preferences or interpretations?

The Limbic System.

The Limbic System is housed in the part of our brains that we share with other mammals … the Mammalian Brain, so think of it as … your dog brain … because your dog has this same part in his or her brain.

Consider how your dog has the ability to process emotions … like, your dog can pick up on the tone of your voice and will react accordingly … depending on whether or not it perceives “threat” or “reward.”

So, say your dog’s name in a stern voice, like … “SARAH” … (that’s my dog) … and when spoken like that, with flat or downward inflection, her ears go back, she cowers … she doesn’t have a tail but if she did, she would tuck it between her legs and in that moment, her fight or flight … coping mechanism … has been activated.

She won’t fight me, of course, but she’s thinking about darting off to her doggy-door to escape the perceived threat.

But when I say her name in a non-threatening way with a bit of upward inflection at the end of it, like … “Sarah?” Her brain’s emotion detector picks up on the signals put out by my tonality … and it gets classified as reward instead of threat, and now … she’s happy!

Her ears are forward, she kinda dances around a little and looks for her leash because she thinks it’s time to go for a walk.

You see, the Limbic System is the part of our brains where emotions are processed, and its processing is done subconsciously.

It’s primal and instinctive … same with the part of the brain we share with lizards, the Reptilian Brain … … that’s even more primal, but either way, the Mammalian and Reptilian parts of our brain operate at the subconscious levels.

They’re like anti-virus software that’s always running in the background, and when you think of the brain from an evolutionary standpoint, its main purpose for … literally thousands of years … is to keep us alive in a world that really is a scary place.

And these more primitive parts of the brain are very binary in their functions, meaning … new information and new people we come across get almost instantaneously and instinctively categorized as either “threat or reward” or “foe or friend” … and the default position, in most cases, is “threat and foe.”

And we can’t even help it … because we’ve been essentially hard-wired this way as a matter of survival.

Think about how fast we are … to move away from threats … but how … cautiously, we’ll approach things, even if we think they’re safe. It’s all very primal … I mean, think of how when we jump to conclusions about anything, they’re almost always negative.

So, is there a way to provide objectively optimal experience?

Well, if you consider our brains’ order of operations, meaning how it receives and processes information (and I’m not talking about psychology and the meaning of things or our interpretations of things) …

I’m talking about how it receives and processes information from a physical standpoint, the different parts and which part does what and when … you’ll find that it goes in this order:

Lizard Brain, Mammalian Brain … and then if no alarms are set off … then the Neocortex … which is the Human Brain, which is the conscious mind … the part that’s capable of processing complex pieces of information, like language, advanced problem solving, stuff like that … basically anything other than survival.

But, in order for us to even access this part of the brain … we must … feel safe … and we must … find the information interesting and useful. Anything boring or useless gets quickly categorized as “threat” and the brain shuts it down.

So when interacting with others about anything … if you want to capture the other person’s attention and communicate on a conscious level, you must first make it past the Lizard and Mammalian parts of the brain without setting off alarms

And I help develop neuroscientifically-designed communications frameworks … that do just that …

They’re actually really simple and easy to use, and by following them, you’ll be able to purposefully provide the … optimal, objectively measurable experience … every time you interact with anyone new about anything, and you’ll be able to do it in a way that is replicable, like … anyone can do this.

The Limbic System doesn’t care about your personality, your gender, your personal preferences or interpretations …

And if you don’t make it past the anti-software programs of the other person’s brain, then you’ll never really connect on a conscious level because they’ll just tune out and do things like … just agree with you to end the interaction as quickly as possible …

They’ll offer up one-word answers to your questions … all while their subconscious mind is just thinking … GET ME OUTTA HERE.

Imagine a world … where … two people can interact without immediately annoying each other …

It’s possible, and this isn’t some sales or marketing gimmick, either … these are real communication hacks that are designed to go in-line with how the brain prefers to receive and process information instead of going against it.

That being said, if you have objectively better conversations … and … strategically provide the ideal, optimal experience starting out?

Then without a doubt, you’ll close more deals with faster sales cycles because your potential customers will feel safe when working with you … and it all starts with how you come across in the first :28 seconds.


Want to know more? Find my FB Page … I have a bunch of videos on there where I explain this stuff in even more detail.


Published by Thomas Hurley

I am a father, husband, drummer, boater, marketer, communicator, animal-lover.

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