ABSTRACT
This chapter describes the seven Brain Principles in practical terms and the benefits a company enjoys when it applies each principle in harmony, the utilization of cognitive science to enhance leadership, creativity, teamwork and communication skills of managers and Grass Roots workers. It looks at some of the advantages accruing to a company which recognizes that human resources are the key to long-term success. In the Grass Roots workshop Tony Dottino conducts there is a ground rule for the participants. During the past 25 years, the number of people working in the field of brain research has grown from 500 to over 30 000, according to Ronald Kotulak, author of Inside the Brain. The vast amount of neuroscience research now appearing on TV, radio, and the print media provides new insights into thinking and behavior. The brain links and associates new ideas and sensory inputs with its existing knowledge and experience base.
