How many brains do you have? Trick question, I know. Your biology teacher said you have one. However, according to Dr. Mark Goulston your brain has three layers that evolved over millions of years. There’s the reptile layer, the mammal layer, and the primate layer.  Let's take a deeper look into these layers and ways you can tap into these parts of the brain in your sales presentation, customer service, or just everyday life.

Reptilian Brain: This is the most basic of the layers. It taps into your natural instinct of “Fight or flight.” Here, the brain acts and reacts without a lot of thinking going on. Your body is hard-wired to react to stress in ways meant to protect you against threats from predators and other aggressors. It can also leave you frozen in a crisis like the unfortunate deer in the headlights.

Mammal Brain: This is your inner drama queen. This layer of your brain takes hold of the powerful emotions in your life---love, joy, anger, jealousy, grief...

Primate Brain: This is where your logic comes in. Here your brain weighs a situation logically, rationally, and generates a plan of action. This part of the brain collect data from the lower parts of the brain, analyzes it and makes practical decisions.

How is this information useful to you? Simple: you cannot get your message through any other layer but the Primate brain. If you notice someone is reacting illogically or emotionally to your statements stop all together.  You’ll be wasting your time. In this instant you need to talk a person up to the rational primate brain.  You need to understand what the person is going through and try to mirror them. Effectively mirroring a person will create one of the most potent tools you’ll have in getting through to someone.

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