Start with Who. How to Sell, Recruit & Lead | William Reed | TEDxAlmansorParkStudio

TL;DR

Trust is crucial for success, but only 3% of customers and 20% of workers trust vendors and employers. This talk explores how to bridge the trust gap using neuroscience, storytelling, and even cheddar cheese.

Transcript

Simon syic start with why was groundbreaking in 2009 however based on recent business and scientific discoveries we now know that we must start with who we also know that building trust is the golden key to success over 90% of customers Buy on trust and deoe says High Trust drives 400% more business performance however only 3% of customers trust ve... Read More

Key Insights

• 🧑‍⚕️ The trust gap is a significant problem, with only 3% of customers and 20% of workers trusting vendors and employers.
• 🧠 Trust is directly related to oxytocin, a brain chemical that can be increased through various methods.
• 🏛️ Storytelling can increase cortisol and oxytocin, building trust in professional settings.
• 😤 Challenge stress, such as team contests, can also stimulate cortisol and oxytocin, improving trust and collaboration.
• 🧀 Cheddar cheese, specifically types with tyrosine crystals, can increase oxytocin and trust.
• 🧠 Understanding the triune brain theory, which involves the neocortex, limbic system, and reptilian complex, can help build trust through effective communication.
• 🏛️ Starting with why may have been groundbreaking, but starting with who and building trust is crucial for success.

Questions & Answers

Q: What is the biggest business problem and how much does it cost?

The biggest business problem is low trust, which costs global firms approximately $9 trillion per year.

Q: How is trust related to oxytocin?

Oxytocin is a brain chemical that is directly linked to trust. High levels of oxytocin indicate trust, while low levels indicate a lack of trust.

Q: How can storytelling increase oxytocin and trust?

Proper storytelling can increase cortisol, the stress hormone, which improves attention and retention. It can also stimulate oxytocin, building trust in professional settings.

Q: How can challenge stress help increase oxytocin and trust?

Combining storytelling with a team contest, like a fundraising drive, creates friendly competition that stimulates cortisol and oxytocin, improving trust and collaboration.

Summary & Key Takeaways

• Low trust is the biggest business problem, costing global firms $9 trillion per year, with almost 80% of workers disengaged.

• Trust is related to oxytocin, a brain chemical that can be increased in professional settings.

• Three primary ways to increase oxytocin are storytelling, challenge stress, and even offering cheese.