Welcome to the Brain Dump: a collection of learning experiences to help you catalyze your conversational impact for a stronger Canadian agriculture industry!
Download the Farmer’s Survival Guide Handbook for tactics and tools that will help you move critical conversations about food and farming forward.
FSG Lab: The Science Behind Sticky Messages
Exploring and understanding cognitive biases (a.k.a. mental shortcuts or ‘heuristics’) is one way we can analyze and determine how the human brain receives, processes, stores, and retrieves information. You can also use this insight to anticipate and strengthen arguments, help debunk myths, and connect with consumers on an emotional level (which is proven to be more impactful). This knowledge allows us to tinker with how, when, and where we present information so it has the best possible impact.
In this lab you’ll learn: An introduction to the cognitive biases that affect your ag communications; how to combat these biases so you don’t miss communication opportunities; improv exercises to increase your awareness of biases in everyday interactions with a consumer audience; online and offline tips for optimizing communications in relation to these biases; an introduction to the Farmer’s Survival Guide Wheel™, a tool designed to help you categorize and address biases in three areas that are key to effective communications.
FSG Conversation Toolbox
Far too frequently, the people who have the most to say have the hardest time saying it. The world of agriculture is certainly no exception. Promising leaders can fail to have the impact they could due to ineffective strategies for communicating their ideas and insights or by misunderstanding the best place, time and manner in which to present information.
In this workshop you’ll learn: why knowledge doesn’t change behaviour (what are cognitive biases and their effect on how people receive, process, store, and retrieve information; how to think critically; why people discard scientific rigour in favour of family/friend’s opinions); the science behind what divides us on critical issues and how to overcome it; the five types of decision makers and how to influence them; storytelling tactics; and an in-depth look at the Farmer’s Survival Guide Wheel™, a tool designed to help you categorize and address biases in three areas that are key to effective communications.
FSG Myth Debunking Workshop
In today’s online world, misinformation is prevalent and can be hard to discredit once it’s put down roots. By better understanding the sources and causes of misinformation, we can help deter its introduction and learn to successfully correct it, both proactively and reactively.
In this work workshop you’ll learn: why and how myths take root; best practices for debunking myths.
How to Intrigue – To intrigue your listener or reader – to hook them, reel them in – you first need to relate. Relating consists of active listening, honing your emotion reading skills, and removing barriers. In this mini-workshop you’ll learn about the Curse of Knowledge, how to address knowledge gaps, the importance of pre-suasion, and other tips for making your audience receptive to your message.
How to Resonate – Engagement occurs when people make an emotionally based choice to connect and listen because something you said resonated with them. Learning how to resonate emotionally with your listeners allows you to connect on a deeper, more meaningful level after you’ve hooked them. Resonating takes relating a step further by analyzing the data you’ve gathered (their levels of knowledge and trust, and their emotional investment), and using it to build a two-way communication path. In this mini-workshop you’ll learn about the importance of counterarguments, shared identities, and teachable moments.
How to Nurture – After your audience’s interest is piqued, they’re listening, they’re engaged. You’re on your way to building trust and transparency and you’ll want to make sure you nurture this relationship going forward. Leaders of high-engagement cultures understand the importance of developing communications that are clear, concise, and impactful – of nurturing what’s good and what works. Those types of communications will nurture the relationships you’ve worked so hard to build in step one and two (intrigue and resonate). And it’s those highly engaged relationships and brand ambassadors that will search you out for credible information moving forward and help you build the Canadian ag brand (or your business). In this mini-workshop you’ll learn tips and tools for how to engage your audience, presenting information, and building relationships.
3 Ways Brain Science Can Help You Increase Sales
You make thousands of rational decisions every day – or so you think. In fact, as consumers our decisions are based on a number of unconscious factors. How can you apply this “insider” information to help you increase sales? Learn about cognitive biases and why they matter in business, how to perfect your business story and learn why people share the social media content they do.