Schadenfreude, Hasad Dengki dan Neuro-keusahawanan

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Schadenfreude adalah sebuah perkataan German, yang menggabungkan “Schaden” (kerosakan/kebinasaan) dan “Freude” (keseronokan). Penggabungan ini telah terhasil daripada suatu penemuan neurosaintifik yang menunjukkan perasaan dengki dan sakit fizikal datang dari bahagian otak yang sama. Andai kita terasa sakit hati dengan kejayaan orang, bahagian otak ini akan aktif. Begitu juga andai kita tersungkur jatuh dan terasa kesakitannya, bahagian ini jugalah yang aktif.

Bahagian otak lain yang didapati aktif apabila kita berperasaan hasad dengki ialah ventral striatum. Bahagian ini akan aktif apabila kita mendapat hadiah. Bahagian ini jugalah akan ‘seronok’ apabila orang yang kita tidak suka ditimpa petaka.

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Penemuan neurosantifik ini dengan jelas memberi gambaran secara real-time tingkah laku neuron-neuron didalam otak kita sewaktu wujud perasaan hasad dengki. Hasad dengki lama kelamaan mampu menyebabkan kita ditimpa pelbagai kesakitan mental dan fizikal (memakan diri) dan hidup dalam serba tidak keruan kerana tertekan melihat kejayaan orang lain.

Di akhir zaman ini semakin banyak sifat hasad dengki kelihatan secara terang terangan, hinggakan perbuatan mengaibkan orang lain secara terang terangan menjadi trend di media sosial. Disebabkan inilah, usahawan perlu kekuatan fizikal, mental dan spiritual yang tinggi supaya tidak terjebak dengan hasad dengki dan jikapun menjadi mangsa hasad dengki, akan lebih redha dan menjadi lebih kuat dan berjaya dunia akhirat. ?

#MyBrainInPinkFlippers

#JomZoomOtak

Silap Mata, Pukau, dan Pemasaran-Neuro

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Pernahkah anda terfikir tentang konsep yang digunapakai oleh para ahli silap mata sewaktu melakukan ‘pertunjukan’ dan ‘tricks’ mereka?

Didalam kajian neurosains, konsep ini dinamakan ‘psychological forcing’ atau paksaan psikologi, salah sebuah konsep asas dalam industri silap mata yang juga bertentangan dengan kehendak sendiri (free will).

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Secara ringkasnya, tujuan utama ‘silap mata’ adalah untuk ‘memaksa’ otak anda untuk melihat, berfikir dan bertindak MENGIKUT KEHENDAK AHLI SILAP MATA (@magician) tersebut!

Disini, penggunaan bahasa, pertuturan, kelajuan tindakan (pacing) dan pandangan mata (gaze) dimanfaatkan sebaik mungkin oleh si ahli silap mata untuk memaksa anda bertindak mengikut kehendaknya.

Sewaktu persembahan, apabila ‘magician’ tersebut bertanya kepada anda sama ada anda terlihat “sesuatu” atau tidak, atau sama ada anda telah “memilih” kad yang “anda inginkan”, magician tersebut sebenarnya sedang mengikut langkah-langkah dan skrip yang sistematik untuk mengkaji tanggapan (perception), memori dan proses pembuatan keputusan (decision making) anda.

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Magician yang mahir mampu melakukan ‘pemerhatian’ ini dalam beberapa saat.

Dengan menggunakan ‘props’ / alat-alat yang sesuai, magician akan memastikan bahawa anda langsung tidak akan terfikir yang anda sedang ‘dipaksa’ membuat sesuatu tindakan.

Malahan, kajian menunjukkan bahawa paksaan psikologi inilah yang mengakibatkan anda percaya bahawa anda telah memilih / bertindak / membuat keputusan BERDASARKAN KEHENDAK SENDIRI (free will).

Bayangkan jika konsep ini diapplikasi didalam pemasaran.?

…dan tidak perlu lagi mengapplikasi para jin untuk aktiviti pukau memukau. ?

Nak join saya didalam kajian neuro-perniagaan (neuro-business)?

Jom!

#MyBrainInPinkFlippers

#JomZoomOtak

Papan Tanda Gergasi dan Konsep Pemasaran-Neuro

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Pos Bahasa Inggeris saya yang lepas mengenai neuromarketing telah menarik minat beberapa rakan saya, dan saya telah dinasihatkan untuk menterjemahkan pos tersebut ke BM:

Nasihat saya untuk strategi pemasaran papan tanda gergasi (billboard advertising);

1. Pastikan papan tanda gergasi anda mempunyai 6 atau kurang patah PERKATAAN. Ini kerana bagi jutaan pemandu serta pengguna jalan raya yang melalui papan tanda anda, mesej yang ingin anda sampaikan melalui papan tanda anda mestilah mampu diproses oleh otak anda dalam masa beberapa saat sahaja. Dengan demikian, penggunaan visual yang berimpak tinggi mampu membantu. Visuals yang bagaimana? Visuals yang mampu merangsang emosi serta tarikan (nafsu??) membeli yang tinggi. Sebab itulah di negara Barat, paparan imej ‘seksi’ dipapan tanda gergasi amat normal.?

 

Image result for most creative billboards

Image result for most creative billboards

2. Saiz papan tanda anda, ya, sememangnya lagi besar lagi baik…kerana dalam beberapa milisaat, tumpuan dan focal point anda akan ditujukan kepada visual yang paling terserlah dan BESAR. Dalam beberapa saat juga neuron didalam otak akan terangsang dan mula berhubung dengan neuron2 lain…dan merangsang pula memori dan proses pembuatan keputusan untuk membeli.

Image result for most creative billboards

Image result for most creative billboards

3. Warna yang anda gunakan dipapan tanda gergasi anda juga amatlah kritikal. Berhubunglah dengan pakar pemasaran mengenai ini. Mereka mampu membantu…dengan sedikit bayaran lah.?

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Pelajari bagaimana konsep neuro-pemasaran untuk strategi pemasaran off-line anda yang baik. Ilmu mesti dicari ya. Tak datang bergolek-golek.?‍♀️

#MyBrainInPinkFlippers

#JomZoomOtak

What? Our Heart Has a Brain?: A Neuroscientific & Islamic Perspective

السلام عليكم Assalamualaikum & こんにちは Konnichiwa!

A most beautiful, bright and sunny morning it is! And as I’m sipping a strong cup  of freshly brewed, hot coffee, allow me to share a bit on my most recent readings on neuro-entrepreneurship and what the Quran says about the heart-brain relationship.

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For years, I’ve always been marveled and awed my the ‘mysteries’ of how successful entrepreneurs THINK. Much has been said about the cognitive abilities of successful entrepreneurs, and with the advancements of imaging technologies, social scientists like me are now able to work together with neuroscientists i.e. neurologists, neurophysicists etc in the labs to better understand what happens in real time in the entrepreneurs’ brain and how their thinking is processed.

Ever since, scores of researches have been shared to the public, with a number of them scientifically justifitying  the notions of, among others, i) that entrepreneurs make decisions differently (and to a certain degree, rely on intuition, and ii) that opportunity recognition is processed differently in the brains of entrepreneurs as compared to non entrepreneurs. 

I then stumbled across very captivating readings about the heart-brain concept, and how this scientific notion is apparent in the Quran. My mind was focused onto knowing more and throughout my humble readings, I became mesmerised. Never am I more excited to learn as much as I am now, and never did I realise that the connection between heart-brain-entrepreneurship is as exquisite as the role of building and sustaining civilisations whilst maintaining  the wholesomeness feeling of wellbeing and the divine-ness of the Creator.

I learnt that a few years back, a small group of cardiovascular researchers joined a similar group of neurophysiologists to explore areas of mutual interest. This represented the beginning of the new discipline of neurocardiology (and now there is also neurotheology) which has since provided critically important insights into the nervous system within the heart and how the brain and heart communicate with each other via the nervous system.

After extensive research, one of the early pioneers in neurocardiology, Dr. J. Andrew Armour, introduced the concept of a functional heart-brain; in 1991. His work revealed that the heart has a complex intrinsic nervous system that is sufficiently sophisticated to qualify as a little brain in its own right.

The heart’s brain is an intricate network of several types of neurons, neurotransmitters, proteins and support cells like those found in the brain. Its elaborate circuitry enables it to act independently of the cranial brain – to learn, remember, and even feel and sense

I kept reading…and learnt that;

Neuroscientists have discovered that the heart has it’s own independent nervous system, a complex system referred to as the “brain in the heart”

There are at least 40,000 neurons (nerve cells) in the heart, this can be as many neurons as are found in some parts of the brain. And this “brain in the heart” has the ability to relay information back to the brain creating a two-way communication system.

Physiologists further discovered that when the heart sends messages to the brain, the brain not only understands the messages but also obeys them. 

And then I thoughtfully and quickly referred to the verses in the Quran (quite a number!) stating (among others) that;

“People who do not have diseases in their hearts…”  (47:29, 2:10, 5:52, 8:49, …)

…”have hearts that do not understand (the Truth)(63:3, 6:25, 9:87).

Say: “Think ye, if Allah took away your hearing and your sight, and sealed up your hearts, who – a god other than Allah – could restore them to you?” See how We explain the signs by various (symbols); yet they turn aside. (Surah Al-An’am, 46).

And many more verses: click here: https://www.quranindex.net/kelime.php?id=8274

One of the most captivating findings in the scientific lab is that:

Our heart is so powerful (and we have never realised this!) that it can force our brain to OBEY its commands.

And I then taught : No wonder entrepreneurs are said to rely on ‘intuition’ and the ‘gut feeling’ when making decisions and taking risks. And they are said to be highly ‘passionate’ and ‘enjoy freely’ what they do and this has emerged as the main affective driving ‘forces’ of successful entrepreneurship.

Surely,… surely,  this relates to the said heart-brain concept!

Subhanallah.

And I’ve never stopped reading since.

I’ll keep you posted, ofcourse! InshaAllah.

#MyBrainInPinkFlippers    #JomZoomOtak

Dari Mata Turun ke Hati?

Neurokeusahawanan dan Anda:

Ehem…Dari mata turun ke hati?

Mengapa ‘hati’/ heart?? (dalam konteks Melayu, jantung ya).
Boleh kah ‘jantung’ kita ‘berfikir’ atau beremosi?? Apakah kaitan jantung dengan otak kita?

Akhir-akhir ini para neurosaintis dan neurocardiologists telah mendebatkan perihal heart (jantung) manusia dan keupayaannya untuk ‘berfikir’ sendiri.

Dengan kata lain, sepertinya dalam jantung kita ada ‘otak’ yang tersendiri. Subhanallah!

Nantikan kupasan bacaan-bacaan saya sendiri mengenai ini, serta bagaimana keusahawanan berkait rapat dengan perihal ‘otak jantung’ ini.

So, dari mata turun ke hati? ….Betul lah tu kot. :):)

#MyBrainInPinkFlippers
#JomZoomOtak
#rahayutasnim

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What Are You Reading This Week?

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#bacaApaMingguIni

Bought this book while waiting for one of my flights earlier this week. A must read by all (and I mean, by all, not Muslims only, mind you), to understand how each and everyone of us can thrive together, regardless of our skin color, faith and economic power. Of leadership, world history, and what the future holds.

Am at Chapter 7 now. 1st page of this chapter goes;

“A Hundred Years of Humiliation.

There was once a civilisation that was the greatest in the world. It was able to create a continental superstate that stretched from ocean to ocean, and from northern climes to tropics and deserts. Within its dominion lived hundreds of millions of people, of different creeds and ethnic origins.

One of its languages became the universal language of a large part of the world, and the bridge between the peoples of a hundred lands. Its armies were made up of people of many nationalities, and its military protection allowed a degree of peace and prosperity that had never been known. The reach of this civilisation’s commence extended from Latin America to China, and everywhere in between.

And this civilisation was driven, more than anything else, by invention. Its architects designed buildings that defied gravity, and its mathematicians created algebra and algorithms that would enable the building of computers and creation of encryption. Its physicians examined the human body and found new cures for diseases, whilst its astronomers looked into the heavens, named the stars, and paved the way for space travel and exploration. Its writers created thousands of stories – stories of courage, romance, and magic. Its poets wrote of love, when others before them were too steeped in fear to think of such things.

When other nations were afraid of ideas, this civilisation thrived on them and kept them alive. When the censors threatened to wipe out knowledge from past civilisations, this civilisation kept it alive and passed it on to others.

While modern Western civilisation shares many of these traits, the civilisation I’m talking about was the Islamic world from year 800 to 1600, which included the Ottoman Empire , the courts of Baghdad, Damascus and Cairo, and such enlightened rulers as Suleiman the Magnificent.

Although we are often unaware of our indebtedness to this other civilisation, its gifts are very much part of our heritage. The technology industry would not exist without the contributions of Arab mathematicians. Sufi poet-philosophers like Rumi challenged our notions of self and truth, and leaders like Suleiman contributed to our notions of tolerance and civil leadership.

Perhaps we can learn lessons from this example: it was leadership based on meritocracy, not inheritance. It was leadership that harnessed the full capabilities of a very diverse population, which included Christian, Islamic, and Jewish traditions.”

‘Not the words of a Muslim leader, but the successful US businesswoman Carly Fiona, then CEO of Hewlett-Packard, ending her speech “Technology, Business & Our Way of Life: What’s Next?” in Minnesota, September 2001.’

– Ed Hussain, 2019.

#MyBrainInPinkFlippers

Pensel, Neurosains dan Perniagaan

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BILA PENIAGA MASAM MUKA….

Tahukah anda tatkala anda senyum, berbilion neuron di dalam otak anda akan teruja, sama seperti tahap keterujaan anda memakan 2,000 bar cokelat! …Dan sepertimana juga anda menerima habuan RM100,000!

Walaupun jika anda sedang dalam keadaan murung atau letih, kajian menunjukkan hanya dengan meletakkan sebatang pensel dicelah mulut, keterujaan yang hampir sama dikesan di dalam otak anda…dan ini membuatkan otak anda menghasilkan hormon-hormon “gembira” dan “tenteram” (walaupun untuk hanya seketika).

Apa yang menarik, kajian juga telah menunjukkan impak yang SAMA terhasil di dalam otak orang yang senyuman anda ditujukan! Ini bermaksud, senyuman anda membuatkan orang lain ikut tersenyum…dan teruja.

Berapa kerapkah anda memberi senyuman dalam sehari?

Sebuah kajian (2017) memaklumkan bahawa 14% dari kita melemparkan senyuman kurang dari 5 kali sehari (anda tidak seharusnya berada dalam kalangan ini), manakala 30% senyum lebih 20 kali sehari.

Dan tahukah anda terdapat sebuah populasi yang melakar senyuman sebanyak 400 kali sehari?

Kanak-kanak.

Berbalik semula kepada bab peniaga yang jarang atau tidak pernah tersenyum sewaktu bersama pelanggan, eloklah diamal kan selalu memberi sebanyak mana senyuman kepada para pelanggan anda, kerana dengan ini anda telahpun berjaya mengaktifkan berbilion neuron didalam otak mereka dan telah menghasilkan perasaan “feel good”, walaupun untuk hanya sebentar.

Amat logiklah jika kita percaya bahawa “senyuman itu satu sedekah”…dan “when you smile, the world smiles with you”.

Jangan masam-masam lah ya.

Standby pensel. ✏️