As I have written in my post a couple of days back, these days I am reading the book The Art of Impossible: A Peak Performance Primer by Steven Cutler. Steven does a lot of research for the books he writes. Some of his earlier books which I have liked a lot, jointly written with Dr. Peter Diamandis, include Abundance, Bold.
While the television and newspapers throw so much negative news all around us, if you read these books, you realise that the world is a much better place to live in today than what it was say 300 years back. And a major reason for that according to the authors is the fact that technology is playing such a major role in making this place a better place to live in.
As I mentioned earlier, Steven does a lot of research for his books. If you have been reading my blogs, you will also notice that I am always trying to find ways to improve the performance of my brain and my body. Whether its reading faster or breathing techniques which help build stamina, I am always looking for queer facts about this complex machine called the human body.
One thing which caught my eye today was the fact that our brain can only process about 126 bits of incoming information per second. The key word is incoming i.e from various senses to the brain, which interrupt the processing function of the brain. These bits need not be equivalent to binary bits (0,1) that technology folks look at since the brain works in a more abstract fashion.
This does not include the processing capability which the brain has, which is enormous. And that’s why people talk about being focused so that you are interrupting your brain with less inputs and doing more processing.
I don’t know about you, I have always considered myself to be easily distracted and I am not able to comprehend things, if they come too fast at me. For example trying to find my gate number for the flight from 5 screens of arrival and departure information.
Or if someone gives me too many food options from which to choose very fast.
I have to deliberately slow down the intake of information. In meetings to avoid such situations when too many people are speaking, I have to ask people to just be quiet and answer only the questions which I ask.
Today I realised this is not a problem only with me. Its a problem for al human beings. If our brain can only process so much information at a time, then for us to be able to influence someone we need to be able to give information in such a way that is simple to process and can get analysed. That’s where I guess charts look are understood compared to reports.
For a practitioner of marketing it means that are messages should be small simple sentences with more pictures, images.
Can you think of what other implications can this have for us in marketing. Pls write in your comments below.
Till next time then