April 25, 2025 • 30 mins
Segment 1 with Chris Shank starts at 0:00.
What are the key issues facing small businesses this year?
Chris Shank is the Vice President of Retail-to-Business (R2B) Sales for Verizon Business, overseeing operations across 28 states with a team of over 450 employees that generates $1,042M in annual revenue. He is responsible for driving sales and financial performance, enhancing the customer experience, fostering a strong organizational culture, and leading strategic planning efforts.
We talk about AI adoption, cybersecurity, and SaaS application consolidation.
Segment 2 with Rich Carr starts at 16:14.
How can we reduce training time while improving retention in small businesses?
Rich Carr is a pioneering expert in cognitive learning neuroscience and founder of Brain-centric Design (BcD). With decades of experience spanning media, marketing, and education, Rich has revolutionized how information is presented and retained by developing methodologies aligned with how the brain naturally processes information.
Become a supporter of this podcast: https://www.spreaker.com/podcast/the-small-business-radio-show--3306444/support.
Listen to all the episodes of The Small Business Radio Show at www.barrymoltz.com
What are the key issues facing small businesses this year?
Chris Shank is the Vice President of Retail-to-Business (R2B) Sales for Verizon Business, overseeing operations across 28 states with a team of over 450 employees that generates $1,042M in annual revenue. He is responsible for driving sales and financial performance, enhancing the customer experience, fostering a strong organizational culture, and leading strategic planning efforts.
We talk about AI adoption, cybersecurity, and SaaS application consolidation.
Segment 2 with Rich Carr starts at 16:14.
How can we reduce training time while improving retention in small businesses?
Rich Carr is a pioneering expert in cognitive learning neuroscience and founder of Brain-centric Design (BcD). With decades of experience spanning media, marketing, and education, Rich has revolutionized how information is presented and retained by developing methodologies aligned with how the brain naturally processes information.
Become a supporter of this podcast: https://www.spreaker.com/podcast/the-small-business-radio-show--3306444/support.
Listen to all the episodes of The Small Business Radio Show at www.barrymoltz.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
Get ready for all the craziness of small business. It's
exactly that craziness that makes it exciting and totally unbelievable.
Small Business Radio is now on the air with your host,
Barry Moultz.
Speaker 2 (00:16):
Well, thanks for joining this week's radio show. Remember this
is the final word in small business. For those keeping track,
This is show number eight, one hundred and thirty. So
what are some of the key issues besides tariffs that
are going to face small business this year.
Speaker 3 (00:31):
My guest is Chris Shank.
Speaker 2 (00:33):
He's the vice president of Retail to business Sales for
Rise in Business, overseeing operations in twenty eight states with
a team of four hund and fifty employees which generate
about a billion dollars annual revenue. He's a responsib for
driving sales of financial performance and enhancing the customer experience,
fostering a strong organizational culture, and leading strategic planning efforts.
Speaker 3 (00:53):
Chris, welcome to the show.
Speaker 4 (00:55):
Hey, Barry, it's great to be with you.
Speaker 2 (00:56):
So let's talk about something affecting small business pieces side tariffs.
Speaker 3 (01:01):
Where do you see AI adoption?
Speaker 2 (01:03):
Because that was really the hot spot or the hot
question a lot of us have been asking over the
last year. What do you see the adoption of that
for small business owners?
Speaker 5 (01:14):
Yes, this topic comes up a lot, and we do
survey small businesses frequently. We do an annual survey that
looks at how businesses are adopting technology, and AI is
a very popular topic. What we've seen in the most
recent survey is that AI usage among small businesses is
more than doubled in the last year, and the surge
(01:35):
is really attributed to a growing understanding of AI's potential
to automate tasks, enhance customer interactions, and streamline operations.
Speaker 4 (01:45):
So we think that'll continue.
Speaker 5 (01:47):
But what's interesting is we also look at what are
the most frequent tech upgrades that businesses are making, and
so they still put internet speed and bandwidth at the top.
They put cloud next, security and cyber security training is after.
Speaker 4 (02:01):
That, and AI really helps with all of those things.
Speaker 5 (02:05):
So if you think about an organization, let's say it's
a sales organization and small business, there's a lot of
different use cases.
Speaker 4 (02:13):
In their normal operations.
Speaker 5 (02:14):
Typically they're thinking about AI for efficiency, but let's think
about their hiring for example, when they bring employees in now,
they are asking different kinds of questions and looking for
the ability for that employee to adopt and use AI,
which is maybe a skill set they haven't traditionally looked
for in the past. And then when they bring that
(02:36):
employee in, they can now use AI to help with
training for things like recording the calls or producing transcripts
or providing coaching tools for those employees. And then they
can also use AI for performance management to track how
that employee is doing real time, provide more nudging of
how to help that employee improve. And so for small businesses,
(02:58):
they're generally looking for a ficiency through AI, but there's
lots of different kinds of use cases that show up
to help them with that.
Speaker 2 (03:05):
And I think efficiency is going to be increasingly important,
you know, depending on what kind of year this is
going to be. You know, people are expensive, so if
I can supplement it by having either AI do the
task or have AI help an employee, that's really going
to go a long way. Do you think that small
business owners are afraid of AI or do you think
they're just not familiar or there's so many other priorities,
(03:28):
like you know, I really want bandwidth and I want
someone to hack into my network.
Speaker 3 (03:31):
That's more of a priority.
Speaker 5 (03:33):
Yeah, there is some of that anxiety about AI, and
what's happening over time is there's just more information being
shared who We're seeing some progress on this, but there
is a mixed bag.
Speaker 4 (03:45):
There are plenty of small.
Speaker 5 (03:46):
Businesses who understand the benefits and are starting to embrace them,
but there's also many that perceive it as a threat.
And so what's most important is that we get the
education out there and what it can and can't do.
And cybercy security is a good example where it's kind
of a two sides of a coin. AI can be
a threat, but it also can be a way to
prevent intrusion and attacks and help protect the company. So
(04:10):
it's really about getting more education out there.
Speaker 2 (04:13):
Yeah, and cyber security is just such a big thing
for small businesses because so many attacks happened again to
these kind of businesses. I mean, just the other day
one of my clients lost one hundred thousand dollars in
a phishing attack where they sent the money to the
wrong bank because they thought the clients, sorry the vendors,
bank had changed, but it just hadn't. It was just
(04:35):
a phishing attack. So these things are really real and
you can lose a lot of money and you have
a hard time controlling it because it's just a couple
of keystrokes from one employee could make it happen.
Speaker 4 (04:47):
It's so true.
Speaker 5 (04:47):
It's very unfortunate that that happened to that business owner.
And here's what's happening is there's so much more digital
presence for a lot of these small businesses. What's happening
is they don't have a choice anymore to look at
how they protect themselves. So we also do a survey
called the Data Breach Investigation Report.
Speaker 4 (05:08):
It actually comes out April of every year.
Speaker 5 (05:10):
We haven't released the twenty twenty five report yet, but
it's coming very soon, so I'll lean on some things
we learned in the twenty twenty four report. But what's
happening is these breaches, sixty eight percent of the time
involve non malicious human element. So what's happening is the
employees of the business are often the vulnerability. So you
(05:35):
have that you have seventy seven percent of web application
attacks involve stolen credentials. So there's some things small businesses
can do that are pretty basic that can make a difference. So,
for example, they can train their employees.
Speaker 2 (05:49):
Like training right, right exactly, Let's show them what they
should look for, because I have to tell you, they
are getting that. The people that are doing these cyber
attechs are getting more and more sophisticated all the time,
and I've got to catch myself each and every single
time I look at an email. So if we can
train people and what to look for, that's got to help.
Speaker 4 (06:06):
Right Chris, It absolutely does help.
Speaker 5 (06:09):
And so in addition to that, they can also change
default passwords, which surprisingly people don't always do.
Speaker 4 (06:17):
They can use multi factor authentication, which is free.
Speaker 5 (06:20):
So those are things that businesses can do that in
most cases don't cost them anything. And then if they
really want additional protection against things like system intrusion or ransomware,
they can take further steps and they can get things
like network based security, they can.
Speaker 4 (06:37):
Get mobile device management.
Speaker 5 (06:40):
One of the things that we hear sometimes from small
businesses is they don't think that they would be a target,
and that's not.
Speaker 4 (06:46):
True, absolutely totally not true.
Speaker 5 (06:49):
Yeah, thirty two percent of breaches involved ransomware, and if
a small business gets breached, they are out of business
fifty percent of the time with any year, so it
is a massive vulnerability for small businesses, but there are
a lot of things they can do about it.
Speaker 2 (07:05):
You know, when you're in your studies of small business owners,
you're also seeing you know, SaaS consolidation. I mean, it
used to be that someone's going to buy the best
solution for each area, for the finance era, for the
marketing era, for the sales area, for production area. But
now you're seeing a lot of integration of these platforms together,
which has a lot of advantages because you can share data,
(07:29):
you can look at the client through one lens. But
are there pitfalls that during this transition, because it's not
that easy as we say, let's just le this is
all be in one system.
Speaker 4 (07:39):
It's true.
Speaker 5 (07:40):
It's true because you pointed out some of the key
benefits where businesses can get integrated platforms that allows them
to consolidate, it allows them to work with one vendor.
But there certainly are some pitfalls of that, and what
they have to look at are key success factors. So
when they are evaluating vendors and looking at the contract
(08:01):
and the capabilities, they really also have to think about
the cost of data migration and integration because there often
are additional costs that come after they say yes, after
they start to work on integrating or applying the SaaS solution.
Second thing, they should look at our vendor capabilities and
they should specifically look at the ability to customize. So
(08:25):
in a lot of cases, those extra cost or the
time to implement start to add up because the initial
vendor selected didn't have all the capabilities that were needed.
Speaker 4 (08:35):
And then you have something called subscription creep.
Speaker 5 (08:38):
Right, which is where you have to keep adding more
SaaS and then now you're not consolidating anymore. They should
also think about their future needs and roadmap so that
they pick a vendor that really can can skate to
where the puck is going with them right.
Speaker 2 (08:53):
And then the last thing is reference.
Speaker 5 (08:59):
I love that at it as record might be great,
butt a lot to say. And then security and compliance,
so they're trusting their data with a third party, which
creates an intrusion. Point we talked about cybersecurity, they should
be asking questions about cybersecurity practices for their vendors.
Speaker 4 (09:20):
So those are all things they have to think about.
Speaker 2 (09:23):
You know, social media continues to be a way that
small businesses are going to get to their customers. Do
you still see a growth in that or is there
so much I guess noise or you know, direction of
who sees what on social media and all the ads.
Is that detracting from using it as a real business tool.
Speaker 5 (09:43):
Yes, So what we're seeing is that it is growing,
but it's growing in a different way maybe than its
historically has. And what's happening is companies are using more
storefronts now. So in that same survey I've mentioned before,
what we're seeing is the use of social media marketing
actually went down a little bit. Your views two percent down,
(10:05):
but the use of social media storefronts was up eight percent.
Speaker 3 (10:09):
And define what you made by a storefront.
Speaker 5 (10:12):
So Facebook would be number one, YouTube, it would be
second as the fastest growing, Instagram's the third. So it's
a place for them to engage with their customers, conduct transactions,
really put their presence out in social media. And so
a lot of companies are investing in that way of
a platform for them and they're seeing great benefits from it.
Speaker 2 (10:36):
And so is it how are they just doing They
still people are still posting content mostly videos success stores.
What are you seeing as far as how they're doing this?
Speaker 4 (10:46):
It is a combination of those things.
Speaker 5 (10:48):
What's interesting is eighty four percent of decision makers use
Facebook for promotion and customer engagement, so a lot of
times they can.
Speaker 4 (10:57):
Put special offers out there.
Speaker 5 (10:59):
In some cases they can actually resolve customer issues because
some customers are choosing to communicate that way, and so
it really allows them in the same way that if
they had a physical presence as a place to invite
customers in and engage proactively or reactively. It's working in
both directions for them.
Speaker 2 (11:18):
So we've heard for a long time that small business
owners have to start engaging in a digital first strategy.
What does that mean to the folks at Verizon for
small business owners?
Speaker 5 (11:30):
So digital really means investing in tech but still maintaining
control and they have to ensure that their capabilities still
reflect their brands. That's one of the things that small
businesses really have to control tightly is how they think
about their brand in a digital world. And so we
do something called Small Business Digital Ready. It's a free
(11:52):
program that we have. It's online resource and in person events,
and we created this about five years ago. We really
with the intent to help small businesses and we wanted
to focus also on diverse and under resource business owners
and so this has over forty courses, it has pure networking,
(12:12):
one to one expert coaching, there's even grant funding. We've
seen over three hundred businesses across the US opt in
to use our platform, and we have a goal to
get to one million small businesses by twenty thirty. So
there's lots of great resources out there that can help
(12:33):
a business with their digital presence and navigating that world.
And most importantly, it's free because we really want to
help small businesses navigate this well.
Speaker 3 (12:43):
Now, Chris, one of.
Speaker 2 (12:43):
The things that I see with small businesses they think, well,
if I go digital, right, if I use an AI,
I'm losing the personal touch with my customers. But I
keep saying, these are the tools that allow you to
have a personal touch with your customers. I remember in
the early days of you know, Customerly Management System CRM,
people will go, I'd call a customer and they go,
(13:04):
I can't believe you remember my birthday. Well I didn't
remember your birthday. It was right here in the CRM.
Speaker 3 (13:09):
But again, it enabled you to become.
Speaker 2 (13:12):
Personal with your customers, which is what I believe every
customer wants. I mean, for many many years, you know,
Amazon has done this incredibly well, where you would log
onto their website, they'd greet you by name, they tell
you what you bought in the past, what you could
buy in the future, and it had become for me
a much better experience than going in just into a
(13:32):
store where they had no idea who I was.
Speaker 5 (13:36):
Yeah, you make a great point that it's really hard
to do that as just a set of individuals. Right,
So the AI and the data help you, but the
way to blend it is to continue to maintain control,
So investing in the right tools, but maintaining control in
your brand. So let me give you an example of
what that would look like. At Verizon, we just launched
(13:57):
a product named Verizon Business Assistant, and it is a
tool that when businesses get calls or text message increase,
the AI can take over and respond to that conversation
or that messaging exchange, and it can.
Speaker 4 (14:16):
Handle the back and forth.
Speaker 5 (14:17):
But as a business owner, there's probably some discomfort with
letting go of that. Well, they can monitor what's happening
back and forth in these communications and conversations, they can
change what type of presets they have on how things
would respond to that. They can manage this from a
portal and see statistics on how effective they're being at
(14:39):
resolving an issue or answering a question right the first time.
And so it's a really good example of how to
use AI to be more efficient but also be able
to maintain a degree of control over how you're engaging
with your customers.
Speaker 2 (14:54):
You know, we'll probably get summaries or what the sentiment
was or things like that on another tool. I won't
mention a video conferencing tool. You can now press a
button and says, all right, I joined late, catch me up.
Speaker 3 (15:05):
What the conversation was.
Speaker 4 (15:07):
Hey, I will have someone do that this morning. Yeah,
we were on a call and.
Speaker 5 (15:11):
The person showed up twenty minutes late, and instead of
jumping in and saying, hey, can you catch me up,
they jumped in and said, hey, I'm caught up right
because I just read the transcript and then they had
a relevant question.
Speaker 4 (15:22):
It was great.
Speaker 2 (15:23):
It's really fantastic. Well, Chris, I appreciate me on the show.
Where can people catch up with the things that Verizon's
doing for small business?
Speaker 5 (15:30):
So you can go to Verizon dot com slash business.
You can also search for Verizon Small Business Digital Ready,
which is the program I mentioned earlier, and we would
love to see how we can help small businesses thrive.
Speaker 2 (15:42):
Chris, thanks so much. This is a small business radio show.
We'll be right back.
Speaker 3 (15:46):
Do you still have great expectations for the great recession?
Speaker 4 (15:49):
Barry can show you how to let go of failure
and bounce to.
Speaker 3 (15:52):
Get ready for that next great success.
Speaker 6 (15:54):
Go to www dot Barrymolts dot com. Barry will show
you how to get crazy and itch of your business success.
Speaker 1 (16:07):
Stick around to get your small business unstuck. More of
small Business Radio with Barry Moles.
Speaker 2 (16:14):
For most small business owners, we're constantly looking to learn things,
but how does the brain really process all the new
stuff that we want to learn that's all around us.
My next guest is Rich Carr. He's a pioneering expert
in cognitive learning, neuroscience and founder of brain centric design.
With decades of experience spending media, marketing, and education, Rich
(16:35):
has revolutionized how information is presented and retained by developing
methodologies aligned with how the brain naturally processes information. Rich,
welcome to the show.
Speaker 6 (16:46):
It's great to be here, Barry. Thank you so.
Speaker 2 (16:48):
First, give us a definition of this brain centric design
that you've kind of founded that idea.
Speaker 6 (16:55):
Yeah, it's an amazing little thing and it's so simple
but so complex. And the simple is it is how
do we get new information into our brain to where
we remember it, understanding and it becomes part of us.
And so what brain centric design is is that map
in your brain that shows how your brain naturally processes
(17:18):
information instead of fighting against it. And so like traditional training,
for example, dumps tons of information on people, we all
sat in classrooms where it was amory, amory, am or
talk talk talk fact back, fact and overwhelming the working
memory of everybody in the audience. And your brain can
only handle so much information at once, not that the
dozens we typically throw at people. So brain centric design,
(17:41):
developed along with doctor kian Omani, is how that new
information outside of your being seeks to being a part
of who Berrier is or who your listeners are, just
as an amazing little breadcrumb trail of how new information
becomes a part of each and every one of us.
Speaker 3 (18:00):
How does it work?
Speaker 2 (18:00):
How does your brain absorb new information integrate into what
it already knows.
Speaker 6 (18:05):
Believe it or not. Really simply the first thing that
happens is the brain goes is it good for me?
The new information coming in, and because basically the brain
has two primary functions. One is to keep you alive.
You know, your heartbeat and body temperature, breathing and so on,
but the rest is to help you thrive. We love
(18:26):
to learn, and when we're learning, we're in a good mood.
So it's just really putting those pieces together so that
when you're presenting new information the listener the learner goes, oh,
this is good for me. And once you get past that, oh,
it's good for me, there's ways of structuring the delivery
of that information where you want to learn more intrinsically
(18:49):
and say, yeah, this is all about it. Much like
if you have a hobby. You know, if you like
to paint, you're eager to learn how to paint. But
not too many people are eager about world civilization or
a nuclear proliferation or whatnot. So that stuff has to
be delivered in a slightly different way.
Speaker 3 (19:05):
Well, So, and that's really my question.
Speaker 2 (19:06):
I'm giving this new information and my brain agrees with it,
so I want to absorb it, right, But what happens
if it's I disagree with the information, or it's information
I don't want to hear, right, someone's better that way,
someone's sick, someone's injured, whatever it is, how does the
brain integrate.
Speaker 6 (19:22):
It then in a fight, flight or freeze response. About
eighty percent of the information that comes into our brain
every day puts us in a reactionary mode, meaning we
react to it. We don't necessarily intentionally get involved with it.
We just react to the news or to that information.
And that's again eighty percent of our time. What we
(19:44):
want to do is frame the information we're bringing to
others in a way that they naturally soak it in
and think it's a part of them and it is
good for them.
Speaker 2 (19:54):
So give us an example of that, right, because I
find that more and more people really rich but leave
things that you simply are not true or not based
in any type of fact, just because they want to
easily integrate into their brain.
Speaker 4 (20:07):
Yeah.
Speaker 6 (20:08):
Yeah, well we're easy, and marketers and others are praying
on that as far as giving them clickbait or real
quick bits. And we've now got this kind of scrolling
mentality where if it doesn't suck us in within the
first three to five seconds, we're just moving on to
the next thing. So you have to present something to
(20:28):
where immediately somebody sees that it is good for me
right here, right now. So for a presenter, for a lecture, teacher,
anybody communicating before presenting any information, they really need to
ask themselves why does this matter to the specific audience
right now? Media like your show, for example, great at
(20:50):
that because you preface it by saying, Hey, this is
who we're talking about, and this is what we're going
to learn, and people get involved with that. Software games
are really good at that. Neuroscientists on staff because they
want to constantly reward you, bring you novelty, give you accomplishments.
These all flood your brain with dopamine, different neurotransmitters that say, oh,
(21:14):
this is good for me, and they manage this communication
so that throughout you're like a sponge. You want to
soak it up. It's like Barry, if I asked you
said you went to school, you know, twelve, sixteen or
more years of school, and if I asked you who
your favorite teacher was, you could probably say, oh, it
was blah blah. And the reason is is because teacher
blah blah blah did not follow the rule book of
(21:37):
all the other teachers. They did something that was good
for Barry. They did something that was good for you,
something that really resonated. Great communicators do that. They make
it simple, they make it about the audience themselves, and
then they give it to them in chunks, give them
time to reflect on it. A lot of different little
techniques that are if you were a cook, or if
you'd like to be in the kitchen, presenting information is
(22:01):
more like baking than it is cooking. You know, cooking
we can sit down with music and wine and throw
stuff in the pan and play. But with baking, you've
got to use the right ingredients in the right amount
at the right time. And that's very much how your
brain absorbs new information.
Speaker 2 (22:14):
You know. I love where you say that you've got
to relay information that it's good for me right here,
right now. It's like an immediacy type of thing, even
though that we think that we really do focus on
long term people all about what is it in for
me right now? Right?
Speaker 3 (22:28):
And I another thing I love what.
Speaker 2 (22:29):
You said was, you know, you really have to break
it down to very small things and do it over
and over and over again.
Speaker 6 (22:35):
Right.
Speaker 2 (22:36):
I find that the best communicators really come back to
just one.
Speaker 3 (22:39):
Theme or two things.
Speaker 2 (22:40):
And just keep giving to you over and over again,
and therefore you integrate into your brain and then you're
repeating that yourself.
Speaker 6 (22:47):
Yeah, you are actually literally just outlining what brain centric
design is. The core of it is to have a
big idea, you know, the one thing somebody is going
to walk away with. And that's why so many subject
matter experts are bad at presenting information because they just
start spewing a litany of things and it's all correct,
it's all information, but they don't necessarily have a big idea.
(23:08):
And I define that big idea is what will my
audience walk away with what I'm done presenting, what it
is I'm done or speaking to. And then I further
break that down and say, okay, what two pieces of
information will guarantee they understand that and walk away with that?
And then I scaffold everything under these thoughts. So those
are two models within brain centric design, the two primary
(23:30):
models you just identified without even knowing. One was called
the nested egg, which is an exercise to get to
the big idea, not what I'm covering, but what people
will walk away with. And then the next thing is
called the challenge wheel, which is a model for presenting
the information the way the brain likes to accept it. So,
for example, I would introduce something a new deep prying
(23:54):
a turkey at Thanksgiving, then I would give an analogy
of it, like, well, it's kind of like Kentucky fried chicken,
except it's bigger, and it's outside and forty gallons of
oil and at your house. This is analogy, makes it.
It roots something the listener or learner already understands. And
then we always, always always provide a piece of disequilibrium,
which is the big idea in its most unstable state.
(24:18):
So I could say we're going to talk today about
deep turkey. It's just like Kentucky fried chicken, except bigger
and at your house. And if you don't understand this,
you could catch your whole house on fire. Right, So,
in ten seconds or five seconds, I can get somebody
connected to something by saying here's what we're talking about.
Here's what it's like. To anchor it in something they
already know. So it's like, oh, well this is good.
(24:40):
And then you've give them that one little pain point,
you know, like this is something you really need to
pay attention to because and you can do this with
any subject and then right after that you ask a
question to get the learner or listener involved, and that's like, hey, Barry,
I would knowing how to deep fry a turkey. This
thing's giving make your family celebration better than ever. And
(25:03):
then you shut up and let them think for a second.
Now they've internalized that information. After that, we not only
repeat the information like you said, but we do so
with intention for each of the learning lobes of the brain,
meaning that I'm going to give you something you can
interpret audibly, visually, cactively and think deeply about about what
(25:26):
that one thing. And what that does is light up
your whole brain rather than just talking, which is one
learning lobe, there's four, and we did this most through school.
You know, we just sat there and listened. So the
school activated one lobe. What brain centric does is activate
all lobes, the touch, the field to do the think.
And a lot of people say, well, you know, I'm
(25:46):
a visual learner. Well that's a preference, but your brain
is working one hundred percent of the time. So brain
centric design was designed to show you how to light
up that whole brain rather than just a quarter of it.
The exponential results of this are just crazy, and you
can get people to learn stuff quicker, retain it forever,
(26:07):
and want to learn more because again, now they see
the benefit for them, not just new information that might
be handy someday, so rich.
Speaker 2 (26:14):
If people have life altering experiences, right near death experiences
or someone passing their live, can they actually rewire their
brain or it's the same way from birth and it's
always the way it's going to be.
Speaker 6 (26:28):
You can rewire brain? And that's a great question because
it's one of the most wonderful thing about being a
human is you can change anything thought and not just affirmations,
but intentional thought. The big idea is one of the
most powerful things in the world because thought is electricity,
and what electricity does in your brain is spark neurotransmitters,
(26:50):
and these neurotransmitters make your neurons, the things that make
the learning happen, active and attach to each other. So
you're talking about a concept called neural plasticity. And I
know this well because I've had a serious accident where
my daughter and I were going to a rodeo. We
were hit by a car that was going forty five
miles an hour. We were on my hardy just kind
(27:12):
of idling down a small country road and they ran
a stop sign and tore my right arm off. My
leg was amputated, my daughter sustained multiple injuries. We both
obviously lived, but I was wondering how I would walk again,
And fortunately I was introduced to a cognitive learning neuroscientist
and helped kind of guide me through this process. And
(27:34):
if you saw me today, it's about eleven years ago
this happened, you wouldn't know if I was fully closed,
if I was were in shorts, you'd see I have
this bonic carbon fiber leg thing. My arm was reattached.
But I can run, I can swim, I can do
everything I had before I had this accident. And it's
(27:54):
just because you can grow new circuits to do new things.
Some of the emotional things that come with it are
much tougher to deal with sometimes, but there are exercises
and things you can do to kind of deal.
Speaker 4 (28:07):
With it and move forward.
Speaker 2 (28:09):
Well, Rich, I want to ask you one more question.
How does this learning by the brain change as you age?
Speaker 6 (28:16):
It doesn't. The brain is a malleable, plastic, wonderful thing,
and so long as you think cognitive and that's the
fancy word for it. But as long as you do
things like play with it, it likes to have fun.
I mean, it does best when you are in a
good mood or happy start learning some new things. I mean,
(28:38):
if you're ninety years old and want to learn the saxophone,
learn the saxophone. You know, if you're going to start off,
take walks, if you can do lift weights, lift weights.
The brain is there for you to use. And we're
just now understanding those little trails that have been speaking
of and how we can do those to our effect.
And brain sector design not only outlines that for how
(29:00):
comunicators use it, but for how people use it. And
that's what makes it so fun, because all of a sudden,
the brain comes with directions for bringing in new information.
And brain centric design is the pedagogic model, is what
we call it in science, the actual model of how
that works in your brain.
Speaker 3 (29:18):
Rich, I sure do appreciate me on the show. Where
can people catch up with you?
Speaker 6 (29:22):
Braindash centric dot com? Everything that is about us can
be found there.
Speaker 2 (29:28):
Rich, thanks so much and thanks everyone for joining this
week's radio show. I got to thank our incredible staff,
our booking producer Sarah Schaffer and our audio and video
editor Ethan Moltz. If your series go'll be more successful
in twenty twenty five, give me a call. If s
are private line seven seven three eight three seven eight
two five zero, email me at Barry at molts dot com.
Speaker 3 (29:46):
Remember love everyone, trust a.
Speaker 2 (29:48):
Few, and palieron CANEU have a profitable and passionate week.
Speaker 1 (29:53):
You can find Barrymoltz on the web at Barrymolts dot com.
For more episodes of Small Business Radio at Smallbiz Radio
show dot com.
Get ready for all the craziness of small business. It's
exactly that craziness that makes it exciting and totally unbelievable.
Small Business Radio is now on the air with your host,
Barry Moultz.
Speaker 2 (00:16):
Well, thanks for joining this week's radio show. Remember this
is the final word in small business. For those keeping track,
This is show number eight, one hundred and thirty. So
what are some of the key issues besides tariffs that
are going to face small business this year.
Speaker 3 (00:31):
My guest is Chris Shank.
Speaker 2 (00:33):
He's the vice president of Retail to business Sales for
Rise in Business, overseeing operations in twenty eight states with
a team of four hund and fifty employees which generate
about a billion dollars annual revenue. He's a responsib for
driving sales of financial performance and enhancing the customer experience,
fostering a strong organizational culture, and leading strategic planning efforts.
Speaker 3 (00:53):
Chris, welcome to the show.
Speaker 4 (00:55):
Hey, Barry, it's great to be with you.
Speaker 2 (00:56):
So let's talk about something affecting small business pieces side tariffs.
Speaker 3 (01:01):
Where do you see AI adoption?
Speaker 2 (01:03):
Because that was really the hot spot or the hot
question a lot of us have been asking over the
last year. What do you see the adoption of that
for small business owners?
Speaker 5 (01:14):
Yes, this topic comes up a lot, and we do
survey small businesses frequently. We do an annual survey that
looks at how businesses are adopting technology, and AI is
a very popular topic. What we've seen in the most
recent survey is that AI usage among small businesses is
more than doubled in the last year, and the surge
(01:35):
is really attributed to a growing understanding of AI's potential
to automate tasks, enhance customer interactions, and streamline operations.
Speaker 4 (01:45):
So we think that'll continue.
Speaker 5 (01:47):
But what's interesting is we also look at what are
the most frequent tech upgrades that businesses are making, and
so they still put internet speed and bandwidth at the top.
They put cloud next, security and cyber security training is after.
Speaker 4 (02:01):
That, and AI really helps with all of those things.
Speaker 5 (02:05):
So if you think about an organization, let's say it's
a sales organization and small business, there's a lot of
different use cases.
Speaker 4 (02:13):
In their normal operations.
Speaker 5 (02:14):
Typically they're thinking about AI for efficiency, but let's think
about their hiring for example, when they bring employees in now,
they are asking different kinds of questions and looking for
the ability for that employee to adopt and use AI,
which is maybe a skill set they haven't traditionally looked
for in the past. And then when they bring that
(02:36):
employee in, they can now use AI to help with
training for things like recording the calls or producing transcripts
or providing coaching tools for those employees. And then they
can also use AI for performance management to track how
that employee is doing real time, provide more nudging of
how to help that employee improve. And so for small businesses,
(02:58):
they're generally looking for a ficiency through AI, but there's
lots of different kinds of use cases that show up
to help them with that.
Speaker 2 (03:05):
And I think efficiency is going to be increasingly important,
you know, depending on what kind of year this is
going to be. You know, people are expensive, so if
I can supplement it by having either AI do the
task or have AI help an employee, that's really going
to go a long way. Do you think that small
business owners are afraid of AI or do you think
they're just not familiar or there's so many other priorities,
(03:28):
like you know, I really want bandwidth and I want
someone to hack into my network.
Speaker 3 (03:31):
That's more of a priority.
Speaker 5 (03:33):
Yeah, there is some of that anxiety about AI, and
what's happening over time is there's just more information being
shared who We're seeing some progress on this, but there
is a mixed bag.
Speaker 4 (03:45):
There are plenty of small.
Speaker 5 (03:46):
Businesses who understand the benefits and are starting to embrace them,
but there's also many that perceive it as a threat.
And so what's most important is that we get the
education out there and what it can and can't do.
And cybercy security is a good example where it's kind
of a two sides of a coin. AI can be
a threat, but it also can be a way to
prevent intrusion and attacks and help protect the company. So
(04:10):
it's really about getting more education out there.
Speaker 2 (04:13):
Yeah, and cyber security is just such a big thing
for small businesses because so many attacks happened again to
these kind of businesses. I mean, just the other day
one of my clients lost one hundred thousand dollars in
a phishing attack where they sent the money to the
wrong bank because they thought the clients, sorry the vendors,
bank had changed, but it just hadn't. It was just
(04:35):
a phishing attack. So these things are really real and
you can lose a lot of money and you have
a hard time controlling it because it's just a couple
of keystrokes from one employee could make it happen.
Speaker 4 (04:47):
It's so true.
Speaker 5 (04:47):
It's very unfortunate that that happened to that business owner.
And here's what's happening is there's so much more digital
presence for a lot of these small businesses. What's happening
is they don't have a choice anymore to look at
how they protect themselves. So we also do a survey
called the Data Breach Investigation Report.
Speaker 4 (05:08):
It actually comes out April of every year.
Speaker 5 (05:10):
We haven't released the twenty twenty five report yet, but
it's coming very soon, so I'll lean on some things
we learned in the twenty twenty four report. But what's
happening is these breaches, sixty eight percent of the time
involve non malicious human element. So what's happening is the
employees of the business are often the vulnerability. So you
(05:35):
have that you have seventy seven percent of web application
attacks involve stolen credentials. So there's some things small businesses
can do that are pretty basic that can make a difference. So,
for example, they can train their employees.
Speaker 2 (05:49):
Like training right, right exactly, Let's show them what they
should look for, because I have to tell you, they
are getting that. The people that are doing these cyber
attechs are getting more and more sophisticated all the time,
and I've got to catch myself each and every single
time I look at an email. So if we can
train people and what to look for, that's got to help.
Speaker 4 (06:06):
Right Chris, It absolutely does help.
Speaker 5 (06:09):
And so in addition to that, they can also change
default passwords, which surprisingly people don't always do.
Speaker 4 (06:17):
They can use multi factor authentication, which is free.
Speaker 5 (06:20):
So those are things that businesses can do that in
most cases don't cost them anything. And then if they
really want additional protection against things like system intrusion or ransomware,
they can take further steps and they can get things
like network based security, they can.
Speaker 4 (06:37):
Get mobile device management.
Speaker 5 (06:40):
One of the things that we hear sometimes from small
businesses is they don't think that they would be a target,
and that's not.
Speaker 4 (06:46):
True, absolutely totally not true.
Speaker 5 (06:49):
Yeah, thirty two percent of breaches involved ransomware, and if
a small business gets breached, they are out of business
fifty percent of the time with any year, so it
is a massive vulnerability for small businesses, but there are
a lot of things they can do about it.
Speaker 2 (07:05):
You know, when you're in your studies of small business owners,
you're also seeing you know, SaaS consolidation. I mean, it
used to be that someone's going to buy the best
solution for each area, for the finance era, for the
marketing era, for the sales area, for production area. But
now you're seeing a lot of integration of these platforms together,
which has a lot of advantages because you can share data,
(07:29):
you can look at the client through one lens. But
are there pitfalls that during this transition, because it's not
that easy as we say, let's just le this is
all be in one system.
Speaker 4 (07:39):
It's true.
Speaker 5 (07:40):
It's true because you pointed out some of the key
benefits where businesses can get integrated platforms that allows them
to consolidate, it allows them to work with one vendor.
But there certainly are some pitfalls of that, and what
they have to look at are key success factors. So
when they are evaluating vendors and looking at the contract
(08:01):
and the capabilities, they really also have to think about
the cost of data migration and integration because there often
are additional costs that come after they say yes, after
they start to work on integrating or applying the SaaS solution.
Second thing, they should look at our vendor capabilities and
they should specifically look at the ability to customize. So
(08:25):
in a lot of cases, those extra cost or the
time to implement start to add up because the initial
vendor selected didn't have all the capabilities that were needed.
Speaker 4 (08:35):
And then you have something called subscription creep.
Speaker 5 (08:38):
Right, which is where you have to keep adding more
SaaS and then now you're not consolidating anymore. They should
also think about their future needs and roadmap so that
they pick a vendor that really can can skate to
where the puck is going with them right.
Speaker 2 (08:53):
And then the last thing is reference.
Speaker 5 (08:59):
I love that at it as record might be great,
butt a lot to say. And then security and compliance,
so they're trusting their data with a third party, which
creates an intrusion. Point we talked about cybersecurity, they should
be asking questions about cybersecurity practices for their vendors.
Speaker 4 (09:20):
So those are all things they have to think about.
Speaker 2 (09:23):
You know, social media continues to be a way that
small businesses are going to get to their customers. Do
you still see a growth in that or is there
so much I guess noise or you know, direction of
who sees what on social media and all the ads.
Is that detracting from using it as a real business tool.
Speaker 5 (09:43):
Yes, So what we're seeing is that it is growing,
but it's growing in a different way maybe than its
historically has. And what's happening is companies are using more
storefronts now. So in that same survey I've mentioned before,
what we're seeing is the use of social media marketing
actually went down a little bit. Your views two percent down,
(10:05):
but the use of social media storefronts was up eight percent.
Speaker 3 (10:09):
And define what you made by a storefront.
Speaker 5 (10:12):
So Facebook would be number one, YouTube, it would be
second as the fastest growing, Instagram's the third. So it's
a place for them to engage with their customers, conduct transactions,
really put their presence out in social media. And so
a lot of companies are investing in that way of
a platform for them and they're seeing great benefits from it.
Speaker 2 (10:36):
And so is it how are they just doing They
still people are still posting content mostly videos success stores.
What are you seeing as far as how they're doing this?
Speaker 4 (10:46):
It is a combination of those things.
Speaker 5 (10:48):
What's interesting is eighty four percent of decision makers use
Facebook for promotion and customer engagement, so a lot of
times they can.
Speaker 4 (10:57):
Put special offers out there.
Speaker 5 (10:59):
In some cases they can actually resolve customer issues because
some customers are choosing to communicate that way, and so
it really allows them in the same way that if
they had a physical presence as a place to invite
customers in and engage proactively or reactively. It's working in
both directions for them.
Speaker 2 (11:18):
So we've heard for a long time that small business
owners have to start engaging in a digital first strategy.
What does that mean to the folks at Verizon for
small business owners?
Speaker 5 (11:30):
So digital really means investing in tech but still maintaining
control and they have to ensure that their capabilities still
reflect their brands. That's one of the things that small
businesses really have to control tightly is how they think
about their brand in a digital world. And so we
do something called Small Business Digital Ready. It's a free
(11:52):
program that we have. It's online resource and in person events,
and we created this about five years ago. We really
with the intent to help small businesses and we wanted
to focus also on diverse and under resource business owners
and so this has over forty courses, it has pure networking,
(12:12):
one to one expert coaching, there's even grant funding. We've
seen over three hundred businesses across the US opt in
to use our platform, and we have a goal to
get to one million small businesses by twenty thirty. So
there's lots of great resources out there that can help
(12:33):
a business with their digital presence and navigating that world.
And most importantly, it's free because we really want to
help small businesses navigate this well.
Speaker 3 (12:43):
Now, Chris, one of.
Speaker 2 (12:43):
The things that I see with small businesses they think, well,
if I go digital, right, if I use an AI,
I'm losing the personal touch with my customers. But I
keep saying, these are the tools that allow you to
have a personal touch with your customers. I remember in
the early days of you know, Customerly Management System CRM,
people will go, I'd call a customer and they go,
(13:04):
I can't believe you remember my birthday. Well I didn't
remember your birthday. It was right here in the CRM.
Speaker 3 (13:09):
But again, it enabled you to become.
Speaker 2 (13:12):
Personal with your customers, which is what I believe every
customer wants. I mean, for many many years, you know,
Amazon has done this incredibly well, where you would log
onto their website, they'd greet you by name, they tell
you what you bought in the past, what you could
buy in the future, and it had become for me
a much better experience than going in just into a
(13:32):
store where they had no idea who I was.
Speaker 5 (13:36):
Yeah, you make a great point that it's really hard
to do that as just a set of individuals. Right,
So the AI and the data help you, but the
way to blend it is to continue to maintain control,
So investing in the right tools, but maintaining control in
your brand. So let me give you an example of
what that would look like. At Verizon, we just launched
(13:57):
a product named Verizon Business Assistant, and it is a
tool that when businesses get calls or text message increase,
the AI can take over and respond to that conversation
or that messaging exchange, and it can.
Speaker 4 (14:16):
Handle the back and forth.
Speaker 5 (14:17):
But as a business owner, there's probably some discomfort with
letting go of that. Well, they can monitor what's happening
back and forth in these communications and conversations, they can
change what type of presets they have on how things
would respond to that. They can manage this from a
portal and see statistics on how effective they're being at
(14:39):
resolving an issue or answering a question right the first time.
And so it's a really good example of how to
use AI to be more efficient but also be able
to maintain a degree of control over how you're engaging
with your customers.
Speaker 2 (14:54):
You know, we'll probably get summaries or what the sentiment
was or things like that on another tool. I won't
mention a video conferencing tool. You can now press a
button and says, all right, I joined late, catch me up.
Speaker 3 (15:05):
What the conversation was.
Speaker 4 (15:07):
Hey, I will have someone do that this morning. Yeah,
we were on a call and.
Speaker 5 (15:11):
The person showed up twenty minutes late, and instead of
jumping in and saying, hey, can you catch me up,
they jumped in and said, hey, I'm caught up right
because I just read the transcript and then they had
a relevant question.
Speaker 4 (15:22):
It was great.
Speaker 2 (15:23):
It's really fantastic. Well, Chris, I appreciate me on the show.
Where can people catch up with the things that Verizon's
doing for small business?
Speaker 5 (15:30):
So you can go to Verizon dot com slash business.
You can also search for Verizon Small Business Digital Ready,
which is the program I mentioned earlier, and we would
love to see how we can help small businesses thrive.
Speaker 2 (15:42):
Chris, thanks so much. This is a small business radio show.
We'll be right back.
Speaker 3 (15:46):
Do you still have great expectations for the great recession?
Speaker 4 (15:49):
Barry can show you how to let go of failure
and bounce to.
Speaker 3 (15:52):
Get ready for that next great success.
Speaker 6 (15:54):
Go to www dot Barrymolts dot com. Barry will show
you how to get crazy and itch of your business success.
Speaker 1 (16:07):
Stick around to get your small business unstuck. More of
small Business Radio with Barry Moles.
Speaker 2 (16:14):
For most small business owners, we're constantly looking to learn things,
but how does the brain really process all the new
stuff that we want to learn that's all around us.
My next guest is Rich Carr. He's a pioneering expert
in cognitive learning, neuroscience and founder of brain centric design.
With decades of experience spending media, marketing, and education, Rich
(16:35):
has revolutionized how information is presented and retained by developing
methodologies aligned with how the brain naturally processes information. Rich,
welcome to the show.
Speaker 6 (16:46):
It's great to be here, Barry. Thank you so.
Speaker 2 (16:48):
First, give us a definition of this brain centric design
that you've kind of founded that idea.
Speaker 6 (16:55):
Yeah, it's an amazing little thing and it's so simple
but so complex. And the simple is it is how
do we get new information into our brain to where
we remember it, understanding and it becomes part of us.
And so what brain centric design is is that map
in your brain that shows how your brain naturally processes
(17:18):
information instead of fighting against it. And so like traditional training,
for example, dumps tons of information on people, we all
sat in classrooms where it was amory, amory, am or
talk talk talk fact back, fact and overwhelming the working
memory of everybody in the audience. And your brain can
only handle so much information at once, not that the
dozens we typically throw at people. So brain centric design,
(17:41):
developed along with doctor kian Omani, is how that new
information outside of your being seeks to being a part
of who Berrier is or who your listeners are, just
as an amazing little breadcrumb trail of how new information
becomes a part of each and every one of us.
Speaker 3 (18:00):
How does it work?
Speaker 2 (18:00):
How does your brain absorb new information integrate into what
it already knows.
Speaker 6 (18:05):
Believe it or not. Really simply the first thing that
happens is the brain goes is it good for me?
The new information coming in, and because basically the brain
has two primary functions. One is to keep you alive.
You know, your heartbeat and body temperature, breathing and so on,
but the rest is to help you thrive. We love
(18:26):
to learn, and when we're learning, we're in a good mood.
So it's just really putting those pieces together so that
when you're presenting new information the listener the learner goes, oh,
this is good for me. And once you get past that, oh,
it's good for me, there's ways of structuring the delivery
of that information where you want to learn more intrinsically
(18:49):
and say, yeah, this is all about it. Much like
if you have a hobby. You know, if you like
to paint, you're eager to learn how to paint. But
not too many people are eager about world civilization or
a nuclear proliferation or whatnot. So that stuff has to
be delivered in a slightly different way.
Speaker 3 (19:05):
Well, So, and that's really my question.
Speaker 2 (19:06):
I'm giving this new information and my brain agrees with it,
so I want to absorb it, right, But what happens
if it's I disagree with the information, or it's information
I don't want to hear, right, someone's better that way,
someone's sick, someone's injured, whatever it is, how does the
brain integrate.
Speaker 6 (19:22):
It then in a fight, flight or freeze response. About
eighty percent of the information that comes into our brain
every day puts us in a reactionary mode, meaning we
react to it. We don't necessarily intentionally get involved with it.
We just react to the news or to that information.
And that's again eighty percent of our time. What we
(19:44):
want to do is frame the information we're bringing to
others in a way that they naturally soak it in
and think it's a part of them and it is
good for them.
Speaker 2 (19:54):
So give us an example of that, right, because I
find that more and more people really rich but leave
things that you simply are not true or not based
in any type of fact, just because they want to
easily integrate into their brain.
Speaker 4 (20:07):
Yeah.
Speaker 6 (20:08):
Yeah, well we're easy, and marketers and others are praying
on that as far as giving them clickbait or real
quick bits. And we've now got this kind of scrolling
mentality where if it doesn't suck us in within the
first three to five seconds, we're just moving on to
the next thing. So you have to present something to
(20:28):
where immediately somebody sees that it is good for me
right here, right now. So for a presenter, for a lecture, teacher,
anybody communicating before presenting any information, they really need to
ask themselves why does this matter to the specific audience
right now? Media like your show, for example, great at
(20:50):
that because you preface it by saying, Hey, this is
who we're talking about, and this is what we're going
to learn, and people get involved with that. Software games
are really good at that. Neuroscientists on staff because they
want to constantly reward you, bring you novelty, give you accomplishments.
These all flood your brain with dopamine, different neurotransmitters that say, oh,
(21:14):
this is good for me, and they manage this communication
so that throughout you're like a sponge. You want to
soak it up. It's like Barry, if I asked you
said you went to school, you know, twelve, sixteen or
more years of school, and if I asked you who
your favorite teacher was, you could probably say, oh, it
was blah blah. And the reason is is because teacher
blah blah blah did not follow the rule book of
(21:37):
all the other teachers. They did something that was good
for Barry. They did something that was good for you,
something that really resonated. Great communicators do that. They make
it simple, they make it about the audience themselves, and
then they give it to them in chunks, give them
time to reflect on it. A lot of different little
techniques that are if you were a cook, or if
you'd like to be in the kitchen, presenting information is
(22:01):
more like baking than it is cooking. You know, cooking
we can sit down with music and wine and throw
stuff in the pan and play. But with baking, you've
got to use the right ingredients in the right amount
at the right time. And that's very much how your
brain absorbs new information.
Speaker 2 (22:14):
You know. I love where you say that you've got
to relay information that it's good for me right here,
right now. It's like an immediacy type of thing, even
though that we think that we really do focus on
long term people all about what is it in for
me right now? Right?
Speaker 3 (22:28):
And I another thing I love what.
Speaker 2 (22:29):
You said was, you know, you really have to break
it down to very small things and do it over
and over and over again.
Speaker 6 (22:35):
Right.
Speaker 2 (22:36):
I find that the best communicators really come back to
just one.
Speaker 3 (22:39):
Theme or two things.
Speaker 2 (22:40):
And just keep giving to you over and over again,
and therefore you integrate into your brain and then you're
repeating that yourself.
Speaker 6 (22:47):
Yeah, you are actually literally just outlining what brain centric
design is. The core of it is to have a
big idea, you know, the one thing somebody is going
to walk away with. And that's why so many subject
matter experts are bad at presenting information because they just
start spewing a litany of things and it's all correct,
it's all information, but they don't necessarily have a big idea.
(23:08):
And I define that big idea is what will my
audience walk away with what I'm done presenting, what it
is I'm done or speaking to. And then I further
break that down and say, okay, what two pieces of
information will guarantee they understand that and walk away with that?
And then I scaffold everything under these thoughts. So those
are two models within brain centric design, the two primary
(23:30):
models you just identified without even knowing. One was called
the nested egg, which is an exercise to get to
the big idea, not what I'm covering, but what people
will walk away with. And then the next thing is
called the challenge wheel, which is a model for presenting
the information the way the brain likes to accept it. So,
for example, I would introduce something a new deep prying
(23:54):
a turkey at Thanksgiving, then I would give an analogy
of it, like, well, it's kind of like Kentucky fried chicken,
except it's bigger, and it's outside and forty gallons of
oil and at your house. This is analogy, makes it.
It roots something the listener or learner already understands. And
then we always, always always provide a piece of disequilibrium,
which is the big idea in its most unstable state.
(24:18):
So I could say we're going to talk today about
deep turkey. It's just like Kentucky fried chicken, except bigger
and at your house. And if you don't understand this,
you could catch your whole house on fire. Right, So,
in ten seconds or five seconds, I can get somebody
connected to something by saying here's what we're talking about.
Here's what it's like. To anchor it in something they
already know. So it's like, oh, well this is good.
(24:40):
And then you've give them that one little pain point,
you know, like this is something you really need to
pay attention to because and you can do this with
any subject and then right after that you ask a
question to get the learner or listener involved, and that's like, hey, Barry,
I would knowing how to deep fry a turkey. This
thing's giving make your family celebration better than ever. And
(25:03):
then you shut up and let them think for a second.
Now they've internalized that information. After that, we not only
repeat the information like you said, but we do so
with intention for each of the learning lobes of the brain,
meaning that I'm going to give you something you can
interpret audibly, visually, cactively and think deeply about about what
(25:26):
that one thing. And what that does is light up
your whole brain rather than just talking, which is one
learning lobe, there's four, and we did this most through school.
You know, we just sat there and listened. So the
school activated one lobe. What brain centric does is activate
all lobes, the touch, the field to do the think.
And a lot of people say, well, you know, I'm
(25:46):
a visual learner. Well that's a preference, but your brain
is working one hundred percent of the time. So brain
centric design was designed to show you how to light
up that whole brain rather than just a quarter of it.
The exponential results of this are just crazy, and you
can get people to learn stuff quicker, retain it forever,
(26:07):
and want to learn more because again, now they see
the benefit for them, not just new information that might
be handy someday, so rich.
Speaker 2 (26:14):
If people have life altering experiences, right near death experiences
or someone passing their live, can they actually rewire their
brain or it's the same way from birth and it's
always the way it's going to be.
Speaker 6 (26:28):
You can rewire brain? And that's a great question because
it's one of the most wonderful thing about being a
human is you can change anything thought and not just affirmations,
but intentional thought. The big idea is one of the
most powerful things in the world because thought is electricity,
and what electricity does in your brain is spark neurotransmitters,
(26:50):
and these neurotransmitters make your neurons, the things that make
the learning happen, active and attach to each other. So
you're talking about a concept called neural plasticity. And I
know this well because I've had a serious accident where
my daughter and I were going to a rodeo. We
were hit by a car that was going forty five
miles an hour. We were on my hardy just kind
(27:12):
of idling down a small country road and they ran
a stop sign and tore my right arm off. My
leg was amputated, my daughter sustained multiple injuries. We both
obviously lived, but I was wondering how I would walk again,
And fortunately I was introduced to a cognitive learning neuroscientist
and helped kind of guide me through this process. And
(27:34):
if you saw me today, it's about eleven years ago
this happened, you wouldn't know if I was fully closed,
if I was were in shorts, you'd see I have
this bonic carbon fiber leg thing. My arm was reattached.
But I can run, I can swim, I can do
everything I had before I had this accident. And it's
(27:54):
just because you can grow new circuits to do new things.
Some of the emotional things that come with it are
much tougher to deal with sometimes, but there are exercises
and things you can do to kind of deal.
Speaker 4 (28:07):
With it and move forward.
Speaker 2 (28:09):
Well, Rich, I want to ask you one more question.
How does this learning by the brain change as you age?
Speaker 6 (28:16):
It doesn't. The brain is a malleable, plastic, wonderful thing,
and so long as you think cognitive and that's the
fancy word for it. But as long as you do
things like play with it, it likes to have fun.
I mean, it does best when you are in a
good mood or happy start learning some new things. I mean,
(28:38):
if you're ninety years old and want to learn the saxophone,
learn the saxophone. You know, if you're going to start off,
take walks, if you can do lift weights, lift weights.
The brain is there for you to use. And we're
just now understanding those little trails that have been speaking
of and how we can do those to our effect.
And brain sector design not only outlines that for how
(29:00):
comunicators use it, but for how people use it. And
that's what makes it so fun, because all of a sudden,
the brain comes with directions for bringing in new information.
And brain centric design is the pedagogic model, is what
we call it in science, the actual model of how
that works in your brain.
Speaker 3 (29:18):
Rich, I sure do appreciate me on the show. Where
can people catch up with you?
Speaker 6 (29:22):
Braindash centric dot com? Everything that is about us can
be found there.
Speaker 2 (29:28):
Rich, thanks so much and thanks everyone for joining this
week's radio show. I got to thank our incredible staff,
our booking producer Sarah Schaffer and our audio and video
editor Ethan Moltz. If your series go'll be more successful
in twenty twenty five, give me a call. If s
are private line seven seven three eight three seven eight
two five zero, email me at Barry at molts dot com.
Speaker 3 (29:46):
Remember love everyone, trust a.
Speaker 2 (29:48):
Few, and palieron CANEU have a profitable and passionate week.
Speaker 1 (29:53):
You can find Barrymoltz on the web at Barrymolts dot com.
For more episodes of Small Business Radio at Smallbiz Radio
show dot com.
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