Courses

Innovation and professional success are often a function of your creative and persuasive skills, applied together in your communications. After all, what’s the use of creativity if it goes unnoticed and does not lead to action? So how can you use creativity to capture people’s attention and stay on their minds long enough to influence decisions? The answer stems from brain science, which offers us insights on how the brain processes information and decides to act on it. This course will help you understand creativity from two perspectives: how your own brain can become more consistently creative, and how your audiences' brains process your creative output and remember it or not. On the creator’s side, you will learn techniques that place you in a creative frame of mind habitually. On the recipients’ side, you will learn how to produce creative communication that secures recall, ultimately helping you to be more persuasive when you share your ideas. You will learn practical techniques to shape your creative ideas, such as contrast, repetition, exaggeration, omission, reference shift, and playing with time. These techniques are evidence based and richly supported by real-world examples. Using these techniques, you will be able to generate a heightened state of attention in the brain, create memory traces, and spark action for yourself and your audiences.