We Live our Lives Based on What we Want to Avoid

By Dr. Ron Bonnstetter

We’ve been told our whole lives to go after what we want. What do you want to be when you grow up? What do you want for dinner? What do you want to do this weekend?

Even though it’s good to know what you want, our research is showing that our brains are more decisive on what we don’t want and do not like. And, that makes sense. Think of when go you to a restaurant. You look at the menu and see a plethora of things that you would like, but there are always a few things that you definitely will not eat. You may ask your family what they’re getting or ask the waiter to help narrow down your choices, but you know what dishes you will avoid.

Almost two years ago, we started conducting brain research using EEG and we quickly began learning that our brains have opinions on all nouns and adjectives. That opinion can be positive, negative or both, which often shows confliction in your brain and leads to an uncertain feeling. Our EEG protocol reads these opinions from the subconscious in a fraction of a second. There’s no time for the conscious mind to deliberate about the meaning and feelings behind each word. We measure gut reactions – how you really feel deep down inside.

This research is changing the way we do business here at TTI. The research coming out of our Center for Applied Cognitive Research is showing that more weight should be given to what we say we are not and the traits we say we definitely do not possess.

We have recently improved our behaviors and motivators assessments to include issues that our brain wishes us to avoid.