The Neuroscience perspective on morals...and building your brand

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“Morality” Starts Early

  • Morality combines our biology (our nature) with our experiences (our nurture)
  • Moral hardware - in our nature - altruism and cooperation were critical to survival among early humans (survival-friendly genes)
  • Moral software - parents and experiences “teach” us to be moral

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Morality Progression

Birth

15-18

months

2 years

3-5 years

- Cry when others cry

- Sharing

- Cooperate

- Give care

- Express sympathy

- Make suggestions

- Comfort others

- Grasp justice,

responsibility & blame

- “That’s not fair!”

6-7 years

- Know right from

wrong

- Can feel guilty

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What’s in Your Head?

  • MRIs: areas of the brain “light up” when viewing pictures with moral content (areas not activated by anything else, even emotional content)
  • Brains of abused children do not grow normally (area involved in emotional processing is 20-30% smaller - affects empathy)
  • Injury to prefrontal lobes can cause impairment
  • Adults: may be able to understand moral issues, but be unable to act morally
  • Children: may be unable to act morally or understand the moral issues

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Phineas Gage’s Injury

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Phineas Gage: Personality Profile

Before

  • Railroad foreman
  • Admired by friends and family
  • Great reputation
  • Strong
  • Intelligent
  • Efficient

After

  • Unable to work
  • Impulsive
  • Aggressive
  • Socially disconnected
  • Profane
  • Unable to function as moral being

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Sociopathic Symptoms

  • Fail to conform to social norms
  • Aggressive
  • Reckless
  • Impulsive
  • Fail to honor financial obligations
  • Inconsistent work
  • Never monogamous
  • Lack remorse

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Sociopathic Symptoms

  • 50% hereditary
  • 50% unknown
  • Attachment disorder looks like major factor
  • Family (nurture vs. heredity) plays a role
  • Culture plays a role

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New Brain Research

  • We are highly influenced by people with status
  • Much of what we talk about is gossip
  • The threat of punishment influences twice as much as the promise of reward
  • When we are under threat, our rational brain at some point shuts off
  • We are programmed to respond to our relatives or those we perceive as being like kin

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Clear Brands

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Characteristics of an Effective Personal Brand

Impressive - projects confidence & energy

Differentiating – memorable

Authentic – reflects your values & passions

Concise – to the point

Consistent

  • Theme lasts over time
  • Theme demonstrated in many of the ways you express yourself (clothing, office décor, etc.)

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Basis for Your Personal Brand

  • What three adjectives describe your “best” self - the person you really want to be?

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Identify & Articulate Your Personal Standards

  • Personal Brand:
  • What is it?
  • Do you have one?
  • How do you get one?

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Basis for Your Personal Brand

  • Name three groups you care about (family, friends, coworkers, etc.)
  • What three adjectives would each group use to describe you?
  • Whose adjectives are most similar to your own adjectives?
  • Whose adjectives are most different from your own adjectives?
  • What can you do to bring adjectives into alignment?

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Create Your Personal Brand

  • What do you see as your primary purpose in life?
  • What do you most want to achieve?
  • What makes you different from others?
  • Who is your target audience?
  • What adjectives describe your brand?
  • What is your brand statement?
  • How can you express your brand?

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