This is a transcript of John Assaraf’s keynote (Fortune Magazine). He emphasizes that the brain’s explicit memory system gathers information but that lasting change requires applying information to change perceptions and behavior. He describes a 1995 ‘neural reconditioning’ six-month program for 75 real-estate agents (charged $2,000 each) that he says produced an additional $100 million in sales above projected revenue.
Questions this video answers
1995.
75 agents.
$2,000 each.
Six months.
$100 million in additional revenue.
Chapters
To soleil clowns pay for that amount.
Of money, I'll save a couple hundred grand a year. But I want to dig a little.
Bit deeper and say, what's the cause of the behavior? Not changing what's the cause. Get people getting excited and saying, well.
I know that how many of you.
Have heard some things that last, you know, 12 hours where you say, I've heard that before. I know that. Whether it was one of the speakers or in your meetings. Well, what we do know is that there's a part of the brain called.
The explicit memory system.
And the explicit memory system gathers information.
And it's part of the conscious part.
Of the brain that has six intellectual conscious functions, three subconscious functions, and one.
Of those functions is to be able to gather the information. But it is not the part of the brain. We're learning that based on neuroscience, and that actually gets you to take different types of action. So we've become experts at gathering information, and we're still in kindergarten when it comes to application of information. See, information is not the key. It's application of the right information in the right order.
That's the key. So in 1995, I took 75 of my real estate agents and I charged them $2,000 each, and I put them through a six month program to do a process called neural reconditioning, which means.
That we wrote their goals down.
We created all the supporting materials, affirmations, vision boards. We created everything that we could come.
Up with to access the part of.
The brain that's responsible for perceptions and behaviors changing. And in six months, we increased those people, revenues and sales, excuse me, by $100 million.
Hundred million dollars additional, above and beyond.
What they were on track to do.
And so I've had a lot of.
Experience in myself that will suggest and.
Show that it's an inner game that.
You'Ve got to work on first, which.
Is more important than your strategies and tactics, because.
