Neale Martin on the Executive and Habitual Minds

Question: What’s the difference between an executive and a habitual mind?\r\n\r\nMartin: The distinction between tapping into the executive mind versus the habitual mind, it’s not that the executive mind is unimportant, it’s very important. A lot of times we do conscious processing at the [far] end of the decision, but the unconscious mind is much more influential than we had originally understood. And this is something that when we talk about trying to tap into that, it’s really tricky, because if I go up and I ask you, you know, why did you, you know, pick this restaurant, you’re under the… you know, the customer is under the exact, same misunderstanding as the marketer that the customer assumes that it was a conscious decision, and the customer assumes that they had a good reason and they make one up. They make one up right when you ask them, and the conscious brain is like the husband that wants to take credit for everything that the wife is doing. You know, it’s like, you know, just assumes that somehow, you know, I must have had a conscious reason for doing this. But the reality is, you know, it may have been the whole [IB] you know, this restaurant versus this restaurant, it was a right-hand turn. You know, the other restaurant is a left-hand turn across traffic and, you know, that’s just, you know, for some reason, I prefer to avoid that. And then, once I did that right-hand turn two or three times, then that right-hand turn became automatic. So, the idea that I’m going to get across is, yes, you want to understand what’s going on with the executive mind but you really want to recognize that your success is going to come from winning the habitual mind. I don’t think about what search engine I’m going to use. I don’t go, hmm, I wonder which one is best? I wonder, has someone come up with a new search engine that I… I Google. I mean, it is like whatever I think, I Google, it’s that. You know, if I want to look up something, I Wiki. It’s that. You know, can somebody else come up with a different one? Yes, but for them to win me, they’ve got to help me build a new habit. They’ve got to get that the thing that I do before I go to Wiki or before I go to Google, and that’s the real competitive battlefield. Then that’s the thing that I think most companies don’t understand and they continuously think, oh, I have a better product, you know, I have a better, you know, widget. I have a better, you know, I have a better search engine. And they get shellacked. But they get shellacked because they don’t understand that they’ve got to overcome this amount of inertia that has come from the number of times people have repeated that decision in the past.

Neal Martin says the number goal is the habitual mind.

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Sponsored
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

What’s behind our appetite for self-destruction?

Is it "perverseness," the "death drive," or something else?

Photo by Brad Neathery on Unsplash
Mind & Brain

Each new year, people vow to put an end to self-destructive habits like smoking, overeating or overspending.

Keep reading Show less

34 years ago, a KGB defector chillingly predicted modern America

A disturbing interview given by a KGB defector in 1984 describes America of today and outlines four stages of mass brainwashing used by the KGB.

Politics & Current Affairs
  • Bezmenov described this process as "a great brainwashing" which has four basic stages.
  • The first stage is called "demoralization" which takes from 15 to 20 years to achieve.
  • According to the former KGB agent, that is the minimum number of years it takes to re-educate one generation of students that is normally exposed to the ideology of its country.
Keep reading Show less

Douglas Rushkoff – It’s not the technology’s fault

It's up to us humans to re-humanize our world. An economy that prioritizes growth and profits over humanity has led to digital platforms that "strip the topsoil" of human behavior, whole industries, and the planet, giving less and less back. And only we can save us.

Think Again Podcasts
  • It's an all-hands-on-deck moment in the arc of civilization.
  • Everyone has a choice: Do you want to try to earn enough money to insulate yourself from the world you're creating— or do you want to make the world a place you don't have to insulate yourself from?
Keep reading Show less