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Dr. Carmen Simon

Investigating the Business Brain: Diving Deeper into Decision Science

May 31, 2022
Zed Williamson

Research reveals that only 10% of your message sticks in someone’s brain—so are you hammering home the point or burying the lede?

You might want to ask cognitive scientist Dr. Carmen Simon, chief science officer at CorporateVisions and B2B Decision Labs who has developed a groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore. When she says humans are cognitively lazy by design, she means it as a compliment to efficient biology. Join us as Dr. Simon helps us investigate the ‘business brain,’ reminds us of the important distinction between ‘wanting’ and ‘liking,’ and shows us what ‘cognitive ease-infused’ content looks like.


In this episode, you’ll learn:

  • What it means to create “high arousal, positive valence” experiences in your audience
  • Why your audience only has energy for rewards, not objectives
  • How to present data in the most cognitively digestible way
  • Why repetition and emotion are the one-two punch behind memory formation


Plus, we define the four quadrants of memory-making (and where your message should land)


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