Book Review: Brain Rules by John Medina

Joel Stanley | Critical Mass Chicago

What is any organizations’ true competitive advantage? Vision, values and process are all necessary, but fundamentally what makes one company different than another is the people. People are always our most important resource…so, in our ultra-competitive fields, are we equipping our people to perform to the best of their abilities?

The following are 8 brain rules – concepts of how our brains work that directly impact how we work best. These are taken from and all credit is given to John Medina’s excellent book, “Brain Rules”. These 8 rules provide insight on how we can align ourselves and our work to how we’re wired as people (with the added bonus of scientific backing behind mid-day naps).

1. Exercise Boosts Brain Power
The human brain operates best with proper oxygen flow. One of the most interesting scientific findings of the past few decades is that an increase in oxygen is always accompanied by an uptick in mental sharpness. Exercisers outperform non-exercisers in tests that measure long-term memory, reasoning, attention, problem solving as well as ability to reason quickly and think abstractly.

Basically, fit employees are capable of mobilizing their God-given IQs better than sedentary employees.

The most productive business day (and meetings within that day) would include walking.

2. We Don’t Pay Attention To Boring
Better attention always equals better learning. But, research has shown you have about 10 minutes of an audience’s attention before attention starts to wane.

You must do something emotionally arousing at each 10 minute mark to regain attention…and it has to be relevant and interesting (random jokes won’t work). Inserting information/data that is unusual, unpredictable or distinctive are powerful ways to harness attention.

3. The Brain Cannot Multitask
The brain is not capable of multi-tasking. We can talk and breathe, but when it comes to higher level tasks, we just can’t do it. This doesn’t bode well for our always-connected culture, specifically at work.

The biggest problem comes from task switching, which is basically being interrupted from whatever is your primary focus. Research has shown that it takes someone 2x as long to complete a task if you are interrupted and you make 3x more errors as well. An error for a 4 year old means 2+2=5, an error for those of us in professional world means sub-optimal output. Whether it be in a new business pitch, creative presentation or strategic recommendations, we can’t afford those mistakes.

4. Repeat To Remember
We usually forget 90% of what we learn within 30 days. The human brain can only hold about seven pieces of information for less than 30 seconds. If you want to extend that, you’ve got to consistently re-expose yourself to the information.

Repetition is key in remembering ‘effortful’ information (kinds not easily remembered, as opposed to remembering first kiss – that’s ‘automatic’). Here’s the easy solution: 30, 60-90. Repeat information within 30 seconds to get information to working memory, then repeating within 60-90 minutes to get it into long term memory. Without repetition, your brain resets.

Read the next 4 Brain Rules to keep you going strong into the 5:00 hour