July 29, 2010
For many, the insight that business is social is something of a surprise. In much of Western tradition, work and play are viewed as a dichotomy: business falls in the former, and sociality in the latter. But that’s not how the brain is organized. New insights from Neuroscience clarify how the brain functions to keep us focused on others (with emotions – ever heard of them?) A recent article from Strategy and Business explores the implications for managers.
Through the lens of Business Anthropology, it’s apparent that trading is old as the first human communities. Commerce is in our biology. Though I’ve been writing about that for decades, it’s delightful to see what Social Cognitive NeuroScience labs are revealing with fMRI studies; businesses large and small can seize new opportunities.
Our brains naturally respond to change as though it’s dangerous, and shut down our ‘thinking centers’ rather than firing them up. But we can train our brains to be ingenious when exposed to risk. I’m with Jim Collins’ assessment that the ability to face uncertainly with curiosity is the most important skill of our times. Neuroscience illuminates the challenge as well as how to focus on the desired competences.
Unfortunately, our brains are not geared to be effective in the face of ongoing stress like a global recession. We don't tend to get smart. But we humans have a rare gift: we retain plasticity into adulthood. We can learn new moves. And the current business environment certainly demands that we do so.
Perhaps most important to my practice over 3 decades is understanding how we’re inclined to respond to vulnerability. On this subject, current Neuroscience research is stunning. Even when informed that a situation is simulated – even using cartoons and stick figures – smart people feel intense pain of rejection and strong pleasure of belonging and contributing.
The actions we take, the decisions we make, the possibilities we recognize are determined by this powerful programming. Focusing on the vulnerabilities of others inspires our best work. We become ingenious. We can spark our enterprises and fire customers’ curiosity and commitment.
Solopreneurs and small business have a huge advantage in using this force, because we can be so nimble. We can quickly respond to emerging vulnerability and invent new ways to add value. Our forebears have done so for 150,000 generations – that’s how we got here. Any business can be vulnerability-centric. It’s the most powerful force at hand.
Have examples? Please share!
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Then, go to the Web and more
Then, go to the Web and more precisely identify to whom you want to talk, be they your peers, potential clients or colleagues seo, and engage with them where they are congregating online. The best way to get comfortable doing this is to head to places where lawyers gather on the web to see what they’re talking about and to add to the discussion: Legal OnRamp and the soon-to-be-launched Martindale Hubbell Connected offer social networking features. LinkedIn, for example, has a few groups for lawyers: Legal Marketing, with 2700 members; and Legal Blogging has close to 2000 work at home.
Numerous law firms and lawyers with various specialties, such as personal injury law, host groups on Facebook. To find them, search “groups” in Facebook. Another way to discover where stakeholders are congregating is by listening to what’s happening on the web. Through iGoogle, you can easily set up a personalized Google page to deliver a “Google Alert” to your inbox. Every day, you’ll receive a list of news sites, blog posts and websites that mention your special topic. If, for example website hosting, you specialize in family law, Google will sift for you and send you the newest links on the topic.
The goal is to reach out to everyone online that does what you do or, better yet, is looking for someone who does what you do. On the web, they’re not necessarily competitors, they’re your community. Once you find communities that match your communications objective, join the conversation by adding to it, being useful, offering insights. Share your expertise broadly. Sharing is not just facts and opinions dedicated servers. The 2.0 Internet is about interaction and connection. Along with your insights, create a call to action. Provide a link back to your website, or one to a recent brief you wrote and recently posted to JD Supra, for example. Ask for comments and feedback and respond to that. If you’re commenting in all the right places, chances are you’re already reaching your target audience, making an impression and sparking their interest in learning more about you, the expert. And, at the same time, search engines are finding your work and your presence on the Internet, expanding your network in a viral way.
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