By Manny Roman
I have conducted presentations and written about the brain’s decision-making process many times. I often refer to Russell Granger’s “The 7 Triggers to Yes: The New Science Behind Influencing People’s Decisions.” This book has transformed how I endeavor to engage and influence others. The focal point of the book is based on the science that demonstrates that the brain’s main decision-making process is controlled by our prehistoric limbic system’s amygdala.
Studies have shown that this system controls feelings of motivation and reward, learning, memory fight-or-flight response and basic emotions. It is the amygdala that ensures that incoming information is screened for danger before the relatively newly developed prefrontal cortex gets an opportunity to analyze the situation. An emotional decision is made before the rational brain can access the information. The rational brain then usually only justifies the already made emotional decision. The first response is always emotional, and the amygdala will make a decision instantly. Memory tags previously stored for similar events provide shortcuts to the response.
This may seem irrational, however, imagine having to perform a rational analysis of every single incoming informational event. We want to believe that we are rational beings with the ability to scrutinize, examine and dissect before making decisions. We can sometimes do this, however only after the amygdala steps away and allows it.
The above mentioned “7 Triggers” are ways to access, gain attention, engage and activate the amygdala into providing the response we want to receive: Yes. These triggers provide the emotional system with the requisite shortcut to a decision without needing to forward the information for analysis. This provides an effortless fast track that keeps the prefrontal cortex in its snooze default state.
Russell Granger’s namesake son has taken his father’s legacy to the Internet with a program that educates and trains in the application of the “7 Triggers” to real life. Russell has provided me the opportunity to explore the program at 7triggers.com. I am very impressed. The “7 Triggers” are beautifully presented in graphically interesting modules. I would recommend this program to anyone who wishes to improve the ability to influence others and enhance communication skills.
Now I want to discuss my favorite trigger: Hope. Everyone seeks to improve their lives, status, health, happiness, etc. We hope that the decisions we make result in desired outcomes. If we can frame our presentation to influence others toward their desires, we present the easy shortcut to their agreement. Hope is a hugely powerful trigger. We buy lottery tickets, drink the beer with the good-looking people in the commercials, we spend billions on cosmetics, and move to Vegas to play poker.
President Snow in the “Hunger Games” movie said, “Hope, it is the only thing stronger than fear. A little hope is effective, a lot of hope is dangerous. A spark is fine, as long as it’s contained.” Charles Revson, founder of Revlon said, “In the factory, we make cosmetics; in the store we sell hope.”
I will be conducting a presentation titled The Magic 7 Triggers to Yes at the 2021 Imaging Conference and Expo (ICE), May 11-12 in Fort Lauderdale, Florida. We will discuss all 7 triggers there, have some fun and be together again in the waning days of the pandemic. For more information, visit AttendICE.com. Hope to see you there.
Manny Roman, CRES is the AMSP Business Operation Manager.