Neurofied 2019 in 10 bullet points

Neurofied 2019 in 10 bullet points

A lot happens in a year. And there’s not always time to get a clear overview. I’ve learned a lot personally but for you, I think it’s more interesting to read about how we actually moved the needle at Neurofied. So for all you busy but curious minds, here is the extended recap. Feel free to cherry-pick the topics that fascinate you.

Neurofied 2019 in 10 bullet points
Neurofied 2019 in 10 bullet points

1. Found our core focus: Brain & Behaviour <3

Renaming the core association of your brand, it’s risky business. But we did it! We moved away from applied neuromarketing and decided to rename our methodology and focus entirely on Brain & Behaviour. Why? We’re not passionate about making people buy more. We’re passionate about understanding how our behavior comes about and how we make decisions.

So what is Brain & Behaviour? Relevant insights come from a variety of disciplines, from behavioral sciences and evolutionary biology to cognitive neuropsychology and game theory. We’re bundling these insights and making them practical. It can be applied in many contexts, from marketing and innovation to sales and leadership. Read more in this article.

2. Got 42 new 1-Day Crash Course alumni

Democratising the power of psychology starts one person at a time. If you’re curious about Brain & Behaviour, the 1-Day Crash Course was the place to start. The puzzle pieces of the human mind are spread across numerous books, articles and out in the wild. It takes years to understand how the core concepts, theories and frameworks connect.

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We collected the puzzle pieces across many domains, puzzled them together and in this Crash Course, our goal is to show you the big picture. You’ll learn about the brain’s operating principles, the most relevant cognitive biases, the psychology of persuasion and behavioral change. After this, you’ll have the fundamental knowledge to start deep-dives into topics.

Since then we have upgraded the 1-Day Crash Course to our Brain & Behaviour for growth Training. It includes all the valuable information of the Crash Course and more! It is based on 40 years of research and contains many insights in why our behavior and brain sometimes don’t work on the same level. Go check it out!

3. Spoke at 25+ events and conferences

We’re seeing that the interest in psychology & neuroscience is growing rapidly. Organisations are starting to realise that in the end, it’s all about people. And they’re inviting us over to help them figure out how to realise this. Keynote topics range from a behavioral change in a sustainable fashion to the future of learning. Send me a PM if you have an idea.

Technology is essential but (for now) it merely serves us and if we don’t study ourselves in the meantime, we’ll lose sight of the forest for the trees. At Neurofied, we believe it’s time to balance our continuous need for performance improvements out with growth in wisdom on how to wield that power. And wisdom comes from broadening your perspective.

4. Read & added 72 books to our database

A book differs from an article. It’s longer, more in-depth and contains many more associations. In Brain & Behaviour language, it provides a better blueprint for associative learning and conditions you to bring or keep specific concepts and theories top-of-mind in contexts in which they might be relevant. That’s why we love books. And we connect the key insights.

Given the interconnected complexity of the human mind, we cover a wide range of topics. But here is a quick overview of some of our favourite books of the last year:

  • Behave – Robert Sapolsky
  • Superforecasting – Philip Tetlock and Dan Gardner
  • Willpower – Roy Baumeister
  • River of Consciousness – Oliver Sacks
  • How to Create a Mind – Ray Kurzweil
  • Thinking in Systems – Donella Meadows

5. Expanded our psychology databases with 5200+ cells

Abstract for the outside world, extremely meaningful for our team and mission. Simply explained, there is way too much information for any human mind to organise so we’re leveraging information technology. You can view this as the collective intelligence behind Neurofied where the connections are lasting, regardless of biases.

You can think of these databases as an overview of the most relevant concepts, theories, frameworks, books, articles and videos. We’re continuously simplifying them and all our clients gain access to our cognitive bias databases. This means you won’t have to remember all 200+ but instead can find the right ones that are key for your context.

6. Worked with organisations like PVH, NR1, Tele2, KPN and Nyenrode

As a team, we’re most proud of the trust that established organisations put in us. Change is scary. And inviting a group of (neuro)psychologists to analyse your organisation or department for opportunities can be even more daunting. The champions that involved us are some of the people we respect the most. They’re the ones that are willing to take a risk to be the innovators.

So what did we work on? Here are some single-sentence examples:

  • Leading an internal behavioral change effort by aligning the implementation of a global plan with all stakeholder’s interests
  • Creating psychological briefings for designers & copywriters that will be used as the foundation for multiple new brands in the electric mobility solution industry
  • Building a neuropsychological framework for prioritising CRO experiments
  • Providing psychology-driven strategic consulting & executive coaching
  • Built a new masterclass and training program on Neuroleadership

7. Wrote 21 articles on psychological topics

Mainly thanks to our amazing Clara, anyone can learn the basics of Brain & Behaviour for free on our blog. She seems to have a way of explaining even the most abstract of psychological principles in such a way that anyone can understand. If this is the first time you’ve heard about Brain & Behaviour I’d recommend you check out our blog and scan an article that interests you.

One of our top article last year was on cognitive biases that restrict your professional judgment. It explains why our decisions are often not as rational as we might think. Another article you might like is about the psychology applied in supermarkets. Philip and I interviewed two C-level executives at Crisp and Picnic for this article, which ended up on Frankwatching too.

8. Built a behavioral change framework with UvA students

Knowledge is potential power but in the end, it’s about execution. Knowing how to motivate people to take action is great but actually inspiring a crowd to donate more for cancer research is better. Which psychological tactics are most useful in what behavioral change campaigns? We asked the Brain & Cognition in Society master students from the University of Amsterdam.

They started collecting successful behavioral change campaigns, analysing the psychological principles that were used, finding patterns among them and designing an outline for a behavioral change protocol. They did great and I’d even dare say some presentation materials were sexier than ours. Thank you, students. It was an honour.

9. Developed a new algorithm to navigate biases

As I said before, we’re deep into the databases. When building the cognitive bias database, we quickly found out that the practical value comes not so much from the data itself (biases) but from the data architecture (algorithms). More simply said, it’s about being able to find the right biases and tactics by filtering, sorting and grouping a few variables.

This raises the question: what variables? This question drove us to experiment with new ideas pretty much daily. It led us to a standardised way of describing biases. It led us to separate prevention from separation. It led us to a simple 4-step process to find the relevant biases based on tags and a relatively simple algorithm. Special thanks to Jurrian.

10. Grew our amazing team

In the end, it’s all about people. Neurofied would be nothing without a team of proactive, curious, open-minded and bright thinkers behind it. So thank you to the team and anyone who is or has been closely involved. Without your support, there is no Neurofied.

Thank you, Dion, for your energy. Thank you, Casper, for your experimentation. Thank you, Clara, for your creativity. Thank you, Jurrian, for your analysis. Thank you, Peter, for your trust & wisdom. Thank you, Philip, for your insight. And thank you, Evert, for your unwavering support.

You are the reason I come to work smiling, ok even when it’s hard. You are the reason I don’t mind working evenings and weekends to build this organisation. And you are the reason I will keep on going, even when it’s tough. Thank you. Let’s build an epic tomorrow together.

Beirem Ben Barrah

Founder & CEO at Neurofied


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