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Understanding how the brain is wired is key to communications that drive results: An interview with Tim Pollard

Human brain in light bulb,on chalkboard
Credit: istockphoto.com/marrio31

What if everything we’ve been taught about effective communicationsuch as the importance of crisp delivery, eye contact and body languagewas seriously flawed? According to Tim Pollard, CEO of Oratium, it is.

In an interview with CW Associate Editor Khyla Flores, Pollard explains that as a result of flawed teachings, many communications don’t stick and don’t fulfill their fundamental mission of driving resultsespecially sales results—by compelling people into action. That’s because most communications, including business presentations, are not based on an understanding of how the human brain is wired.

Pollard explains that the brain is wired in a specific way regarding how it wants and needs to consume information. When aligned with this, communication is incredibly effective—regardless of a presenter’s delivery skills. When misaligned, they will likely leave audiences indifferent at best, if not bored and confused—and won’t yield the desired outcome.

Khyla Flores

Khyla Flores is associate editor for IABC’s content department.

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