Why Saying What's Expected is the Fastest Way to Be Forgotten: A Neuroscience and Business Perspective

The Science of Being Ignored and the Pitfalls of Predictability

The anterior cingulate cortex is like a bouncer at a club. If you're on the list (expected), you're barely noticed. But if you're not on the list (unexpected), suddenly, you're the life of the party. This part of the brain decides whether to roll out the red carpet of attention or relegate you to the wallpaper of oblivion. So, if you're always saying what's expected, you're essentially volunteering to be that wallpaper.

This isn't just a quirky fact; it has real-world implications. For example, the mining and hydrocarbon sectors have been trying to improve their public image for years. Despite their efforts, the public perception remains largely negative. They keep saying, "We're important; look at how much you need us", but it falls on deaf ears. The message is expected and, therefore, ignored because their message is as predictable as a rom-com ending. It's a vicious cycle that keeps these industries in a perpetual state of reputational limbo.?

The Authenticity Deficit and the Benefits of Breaking the Mold

Authenticity is more than a buzzword; it's a currency in today's world. Businesses, especially in extractive industries, often fail to be authentic. They trumpet their green credentials, but it comes off as insincere. One look at the Instagram feed of a major mining operator, and you'd think you've stumbled upon a United Nations brochure—perfectly color-coordinated and gender/race balanced in every way. It's as believable as finding a unicorn at the end of a rainbow, diligently filling out diversity paperwork. It's like trying to put lipstick on a pig; the underlying issues still need to be addressed.

On the flip side, being unexpected is like adding a plot twist in a movie. It captures attention, builds a rapport, and opens the door for meaningful conversations and relationships. This isn't just beneficial for the individual; it has ripple effects across the organization and even the industry. When one company starts to break the mold, it sets a precedent that others can follow, leading to a more authentic and trustworthy business landscape.

How to Be Authentically Unexpected and Overcome Challenges

Breaking the mold doesn't mean shattering the whole pottery shop. Authenticity resonates more than a carefully curated image. The key is to find a balance between corporate responsibility and genuine engagement. This involves taking risks, such as presenting evidence against interest or challenging the status quo. Of course, being authentic comes with its own set of challenges. You might ruffle some feathers or face criticism, but that's a small price to pay for genuine engagement. The key is to be prepared for some pushback but to stay true to your authentic self. The journey requires courage, but the rewards are well worth it.

A Personal Case: 'Climate Change: True Lies' and Societal Implications

In my public lecture for climate sceptics, the first half of the talk is dedicated to agreeing with them. It's akin to telling kids that, yes, candy is a food group. Yes, we need sugar in our bodies. Yes, it is very yummy. Yes, I love candy, too; before diving into the nutritional facts. This unexpected approach doesn't just raise eyebrows; it builds trust and opens the door for meaningful dialogue.

With that trust established, I can then dismantle their arguments effectively, one by one. The result? A more informed and less antagonistic audience that's had their preconceptions gently unraveled. But let's not stop there.

On a broader scale, if we all keep parroting the same expected lines, we risk turning society into an echo chamber where original thought goes to die. Conformity isn't just the killer of innovation; it's a breeding ground for stereotypes and can even have far-reaching political implications. When everyone is too afraid to challenge the status quo, society as a whole suffers.

Where We Are, A Counterargument, and ... Fish.

Trust is at an all-time low, but here's the kicker: being unexpected could be your golden ticket. Critics will say, "But what about our stock price?" Well, with the ESG investment market ballooning like a pufferfish in distress, there's room for authenticity in the portfolio. Authenticity will breathe life into your CSR and ESG credentials. And heaven knows, that’s surely needed.

So, what's the takeaway? Be yourself, but be interesting. Authenticity isn't a trend; it's a strategy. In a world where attention spans are shorter than a goldfish's memory, being unexpected is not just the spice of life; it's a survival tactic.

#AuthenticCommunication #UnexpectedImpact #NeuroscienceOfAttention #BreakingTheMold #TrustInBusiness #AuthenticityIsCurrency #ClimateSkepticism #ChallengingStatusQuo #MiningIndustryInsights #ESGInvesting #PublicPerception

Ben Lepley , Kenna O'Neill , Andrea White , Jessica Scanlan , Aymone Schendel , Rene Sterk , Dale Sims , Katie Fedosenko , Julie Lucas , Alp Bora