“If you wanted to create an education environment that was directly opposed to what the brain was good at doing, you probably would design something like a classroom. If you wanted to create a business environment that was directly opposed to what the brain was good at doing, you probably would design something like a cubicle. And if you wanted to change things, you might have to tear down both and start over.”
- John Medina, developmental molecular biologist and author

Brain as a Tool


If you’re a corporate trainer, instructional designer, K-12 educator, salesperson, or parent, you are trying to teach someone something. It doesn’t matter if you’re in the boardroom, classroom, or living room—your goal is information transfer.

Yet, most people have no idea how to use the primary tool of learning...the brain!

Like any tool, the brain is easy to use once you are familiar with its basic mechanics and have access to a simple framework to help you use it.

The Brain-centric Design methodology relies on one fundamental aspect of learning: people love to learn. Everyone’s brain is hardwired to release chemicals that make us feel good every time we acquire new knowledge.

As educators, we want learners to understand the content, but we also want them to enjoy the process and leave feeling good about the experience. And for the learner to truly understand the content, you can’t have one without the other.


The short answer is dopamine.

Dopamine is a neurotransmitter that is stored in specific neurons in your brain. There are over 100 different neurotransmitters, with the most well-known being dopamine, serotonin, and acetylcholine. These neurotransmitters allow for much more complex communication than would be possible with electrical synapses alone.

Not only does dopamine make circuitry more efficient, it also ensures that learners enjoy the learning process, retain more information, and fully understand the content provided. Furthermore, if you bring dopamine into your presentations, you will experience amazing success gaining and maintaining your audience’s attention.


We bet you unknowingly use an outdated model of teaching.

Odds are that you more or less use the same method of presenting information that Aristotle used 2,000 years ago when he lectured at the Lyceum. The classroom hasn’t changed much since that time. You’ve sat through thousands of hours of classes and programs, so you know how this method works. You can play that role. It’s the role of a single presenter, shuffling up to a lectern.

From your parents to your teachers to your bosses, it’s likely that every instructor you’ve ever known is completely unaware of a better method of teaching.
That’s a shame because traditional methods don’t work with your brain.

They raise stress levels, destroy natural curiosity, and make it difficult to recall information. In short, they don’t release dopamine.

If you’re lucky, you can scrape by teaching with traditional models. If you’re unlucky, they zap your audience’s desire to learn.

When it comes to education in any form, traditional methods sometimes produce positive outcomes for people who are naturally compliant. The rest of us aren’t as lucky. Suddenly, it makes sense that one approach for teaching works for some, while other methods don’t work at all. Traditional methods are a shot in the dark—especially when it comes to their alignment with how the brain processes information.


Once you learn the BcD method, you’ll be able to quickly and easily bring someone—anyone—to the point of deep understanding with a few simple structures and practices. The content that works with this framework is limitless.

Imagine if you were guaranteed a successful outcome for all the situations below…

  • •    Onboarding a new hire in half the time
  • •    Reducing attrition within a company at a dramatic rate
  • •    Marketing to create action
  • •    Bringing consumers to your event
  • •    Changing a process at work to increase return on investment
  • •    Teaching an equation to arrive at a sum
  • •    Convincing your child not to drive drunk


If you’re interested in learning more about BcD and our methodology, buy the book!

If you want BcD coaching or training in sales, entrepreneurship, education, or even parenting, check out our programs.

If you want to implement BcD in your corporate training program, navigate to our site for business leaders.

Any questions? Fill out the contact form below.

Submit a question or comment

2019 copyright - All rights reserved - Brain-centric Design