Why time. Beyond this, they have discovered not

Why feedback doesn’t
work and other surprising lessons from the latest brain science.

is review of a Charles S. Jacob’s book about ‘brain-management’ or discoveries
made by scientists of new neurobiology and tells us, how knowing the
characteristics of the human brain, do what it brings results, but doesn’t
waste time on intentionally failing projects. According to demonstration hold
on research, managers producing best results are the ones, who do least
managing. Hence, author’s explanations, we can compare the working mechanism of
human brain with how to do a better ways of managing. MRI or magnetic resonance
imaging is the latest known development in brain science with which the
scientists are able to watch brain work mechanism in real time. Beyond this,
they have discovered not only human feeling and emotions, but also what makes
us able to learn and admire in our work.

should be noted, that our minds are not objectively recording our experience
throughout life, instead they are creating it. Every human lives in our own
making world, which is then called mental world. There no doubt, that most of
us believe the other see world differently than we do, therefore our objective or
logical reason do so, but MRI doesn’t accept that way of solving problems.

Jacobs focuses on how management and science languages separate by theirs own
unique ways of thinking. Thus, people with business field and brain scientists
have difficulties of communicating and realizing one another’s concern.
However, we can’t consider it such a big issue, because it’s an opportunity for
business people to gain a benefit amongst competitors, who don’t know
application of brain science to the business. Jacobs report us about the
insights of brain science on management based on supporting their natural
capabilities. This is interesting, by that way people find their work rewarding
and it is good general for business and people.

we now on introductions part of this book, author suggests a lot of interesting
parts we will cover with twist and turns. Different kind of stories and heroes
covered in this book with end points how to quickly increase business results.


only world we can know is the mental one’

world for everyone is different it’s mental and was created by the impulses of
our neurons. Thus, every human – is a separate universe, far away from
objectivity. Although world outside of the brain exists, all we only know is
our alternative version of the world. The brain researches of the last decades
turned over a lot of well-established stereotypes. It’s important for us, what
we did against our own nature in management. The most important thing, what new
rules of management should replace old paradigm. First of all, we should
understand the work features of our brain. On the one hand, the working
principle is similar to the working principal of a computer. However, there is
one principal difference: the area of the brain called ‘amygdala’ generates
feelings, which in case changes the shade of information coming to our brains.
Actually, we make decisions not with structural logical conclusions – our past
experiences carry an emotional charge that is in chipper or coding of mind.
It’s important to understand, that a lot of factors – starting with drugs and
ending with mood – can have an impact on the process of thinking. We ourselves
influence the nature of our reality – we can draw even on lighter or darker
colors. The more often we use the same mental processes, the stronger they
become. According to the studies proven, after five activations of the same
neurons at a run, structural changes occur, which in turn create long-term
memory. It’s mean that we are living in the world of network ideas, created by
electrical charges and chemical reactions. Part of these ideas, values and deep
beliefs, are the ideas of higher order, which define behaviors and ideas of the
lowest level.

we are dealing with the situations, which are the same like before, our
associations start to work. The right choice means unconscious positive
reaction on ‘good’ emotions and negative – to ‘bad’. Experiments at that area
showed, that people decide their problem not quite consciously. We are
realizing how to overcome the problems or make decisions, when it’s realizing
by us unconsciously. It is so happens, that logical thinking – nothing more
than a way of justifying choice, made by ourselves consciously.

world not the physical, it’s a mental. Objective logic – is not better way to
make decisions. It’s a good idea if also to consider the feelings. It means that
world of nature different from our impression, which we had before. Well then,
we should rethink about management too.


is a basic principle of mind

society, basically, follow the Aristotle philosophy: ‘We can’t influence on
what we see, and our vision is objective’. Therefore, internal mental world of
human until recent days not considered to be studied. For example, people
motivation considered as an external impact with the help of ‘carrot-and-stick’
method. This simple model is approved by the pragmatic managers, but today
world is going away from such methods. Another philosophy belongs to Plato. He
was argued that people are necessarily subjective. The truth can be can be
defined by the contrast of different people’s points of view. This process is
called dialectic. In fact, it’s a competition of ideas, on which human forms
the main idea. This is a natural work of brain in the process of which a
natural selection of ideas takes place.

the history in management is also effective, because it’s not a clear
objectivity, rather the type of activity of people. Except of understanding
just numbers, it should be felt, what stories people tell to themselves. And
then we will understand, what is hidden behind the numbers. The brain
scientists had proven, that people are thinking with histories. The vast
majority of our experience, knowledge and way of thinking are working on the
principles of stories. If we are watching a film, then already starting from
the first frames recognize, who is a positive hero, and who is a ‘bad genius’.
We can also predict the final of the film. In another words, in our minds
history, scenario have developed, whereby we are thinking.  Also we are focusing on what our story is
concentrated – vision of the world.

we are possible to understand history of a man, we can learn a lot of him and
predict his behavior. Through the history, we can also enter to the insights of
different cultures. For instance, in American history many use stories about:
‘If you will work hard, you will achieve a success’. The more often we meet
such stories in different situations, the more they are becoming realistic.
Especially, based on stories we do own conclusions.

act like paradigms and define what we see, how we think and act. Exactly they
are the frames, through which natural selection of ideas taking place. Through
our unconscious passes a lot of ideas, but to the level of consciousness go
through only those, which our mental mind can perceive. Therefore, we can’t
force people receive our ideas, if their mental environment isn’t ready for


of my opinion about this book

this book, Charles S. Jacobs writes that managing behavior at the level of
“stimulant-reaction” is less effective than using ideas to change
thinking, which in turn changes behavior: “Behavior management is
effective for animals that do not live in the mental worlds that they have

suggests do not forget the power of the idea, which gives importance to
business and employees in it. In my way of thinking, in order to use the idea
as a managing force, there must be a formation of management system otherwise
it could be with bad consequences. Jacob’s states: “… it all falls down
to the manager’s willingness to consciously resist his desire to control
everything and everything. This creates an organization that becomes an
excellent employer and earns much more money.” In this case, freedom to
action, decision, taking responsibility and develop by achievements goes hand
in hand with the manager’s ability to create the conditions in which this
freedom will take root. Therefore, the role of the manager must change. It is
important that the manager is able not only to give orders, but also to ask
questions, provide the necessary information, resources. Only in this case his
employees will be able to set their own goals. It is necessary not so much to
give feedback, how much to stimulate analytical thinking, then responsibility
can be entrusted to employees and not allow them to return it to the field of a

is necessary to begin changing the approach to management from yourself and own
thinking, and then to improve relationships with other people. It is always
better to give preference not to direct but to indirect effects, to apply the
method of questions. Only with the help of regular training, you will make this
approach to managing your mental habit. We live according to the set of rules
built into us. Change our thinking and behavior is possible only after we
understand that these rules no longer work. This mental crisis can be overcome
only with the help of a new paradigm with a new set of rules. As Socrates said,
people will change sooner if motivation goes from inside, and not if we order

Examples of using the principles of
scientific management

should think about how best to manage the work of people who don’t prefer to be
controlled. This was successfully used, for example, by the steel company Bethlehem
Steel, where the machinist Taylor, one of the founders of scientific management
was worked. The company fundamentally changed, by going through marketing
economy. This was done by many companies, but Bethlehem Steel went further by
making market relations between the company’s divisions. This changes, has
allowed to save a lot of money, which earlier was spent to control and
bureaucracy. At the same time, service and product quality, work efficiency

example of using the scientific management is a Gantt chart. In the studies he
used a chart that included tasks and planning time which will be performed
soon, so that to achieve maximum productivity. It’s known us as a Gantt chart
and it’s still in use today.

Ford, one of the successful men in the history, also used the scientific
management principles to minimize skill requirements and division of work. A
typical application is Fordism, where management of time and division of labor
resulted in mass production and product boom. After that, successful use of the
principle was gained by the Japanese company – Toyota. According to the company
production approach, reducing cost and increasing workflow with necessary
materials gives productivity growth.