The human brain is a funny machine.
It’s been at its job for millennia, yet unlike a tractor, it doesn’t require regular maintenance from an external source. It also uploads, computes and updates regularly without manual input and all this immense computing capacity is easily transportable and accessible at a millisecond’s notice.
And it’s efficient: in order to cope with constant stimulus and information input, our brains have evolved to cope with the overload by employing heuristics, a.k.a. mental shortcuts, to help sort and simplify it all. The problem is that these shortcuts can lead to assumptions, faulty reasoning, misjudgements, and cognitive biases.
Of the 11 million bits of information flying around out there per second, our brains can only process 40 bits per second. Mental shortcuts might help us process it all in a timely manner, but what are they not doing?
Learning how the brain receives, processes, stores, and retrieves information provides clues into what the brain misses when it uses heuristics. It will also help you meet a listener where they’re at in terms of how much they know about a topic and understand why they feel the way they do about an issue. Ultimately, it will help you feed them the right information at the right time in the right way.
Every human brain functions in essentially the same way. Learning to communicate brain to brain allows you to leverage that knowledge to boost the impact of your messages and catalyze your power to persuade.