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Effective communication motivates an audience. When you communicate, you typically want your audience to be moved in the moment and to act in the future. But what influences their decisions? The answer is simple, yet complex: memory. People make decisions in your favor based on what they remember. However, research confirms that audiences forget 90 percent of what you share after two days. So how can your audiences act on what you say if they don’t remember most of it? And how do you drive toward specific decisions in the face of cognitive inertia? By leveraging research in neuroscience and decision-making, this course will help answer these questions. Through exercises, lectures, and discussion, you will learn and employ a series of best practices that will make your content (e.g., sales pitch, marketing message, training materials, finance review, or technical data) more memorable and actionable. Specifically, you will learn how to create an optimal “10 percent message” that is rewarding to the brain, easily remembered, and linked to a desired action. You will also learn how to influence memory with precision, use decision drivers that impact long-term memory, and use a five-step, persuasive template to spark action.
Prerequisite: Advanced-level proficiency in spoken English.
CARMEN SIMON Cognitive Neuroscientist
Carmen Simon consults with major corporations on human memory and decision-making processes. She is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. Simon received a PhD in cognitive psychology from Capella University, with a focus on neuroscience.
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.