What is the Old Brain and why is it important to YOU? In addition to the Right Brain and Left Brain, the brain is categorized in 3 separate parts which act as separate organs with different cellular structures and different functions.

On the way to the development of the human brain, mankind went through several phases. First there was a brain stem, which is the inner and most primitive layer. It is the part of the brain that overseas such functions as reproduction, self-preservation, circulation of the blood, breathing, sleeping, and the contractions of muscles in response to external stimulation.

This brain stem sits on top of the spinal column in the base of the skull. This is the 'Old Brain'--sometimes referred to as the "reptilian brain" because all vertebrates from reptiles to mammals have one. This is the brain that ultimately makes all final decisions.

Research in neurosciences demonstrates that although the 3 brains communicate with each other, each one has a specialized function:

The Three Parts of the Brain

• The "New Brain" thinks. It processes rational data and shares its deductions with the other two brains.
• The "Middle Brain" feels. It processes emotions and gut feelings and also share its findings with the other two brains.
• The "Old Brain" decides. It takes input from the other 2 brains but it controls the decision making process.

Once you know that the true decision-maker is the Old Brain, your entire sales and marketing strategy should apply completely different communication principles in order to be impactful.