A Brain for Business - A Brain for Life: How insights from behavioural and brain science can change business and business practice for the better

Behaviour change is hard, but O’Mara shows that by adopting strategies that are well-founded in the science of brain and behaviour individuals and organisations can adapt to the demands of the modern world.

The brain matters in business. The problem is that our brains have many biases, heuristics and predilections that can distort behaviour and decision making. The good news is that we know more about how these work than ever before.

O’Mara’s starting point is that, as our behaviour aris...