Chapter 1. Relevance of Neuroscience to the Business Environment

It is one of my favorite times in teaching a class of managers, leaders, and coaches: those first five minutes when executives and leaders from a variety of personal and business backgrounds—small businesses and Fortune 100 companies, male and female coaches, “in-your-face” and “one-step-at-a-time” personalities—are all united by a single question lurking at the back of their minds: What the heck does knowledge of the brain have to do with business?

There is even a faint look of horror on some of the faces of the participants who have come to this neurocoaching certification program as they learn that we will be talking for three days on how neuroscience informs business practices. ...

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