A Brain for Business ¿ A Brain for Life

Behaviour change is hard, but O¿Mara shows that by adopting strategies that are well-founded in the science of brain and behaviour individuals and organisations can adapt to the demands of the modern world.

The brain matters in business. The problem is that our brains have many biases, heuristics and predilections that can distort behaviour and decision making. The good news is that we know more about how these work than ever before.

O¿Mara¿s starting point is that, as our behaviour arises from the structure and function of our brains, careful examination of a series of brain¿based (¿neurocognitive¿) analyses of common aspects of human behaviour relevant to business and management practice reveals lessons that can be used at work.

He begins by looking at neuroplasticity and how it is enables a shift from a restrictive ¿fixed mindset¿ to an enabling ¿growth mindset¿. He shows how this changing mindset approach ¿ where the focus is on task and improvements b