PART 2 – BASIC NEUROLOGY AND HOW TO APPLY IT TO INTERNATIONAL BUSINESS DEVELOPMENT

In part 1, I explained that digital communication will never completely replace face-to-face human interactions, especially when it comes to building trust and cross-cultural understanding with your prospects and business partners.

Indeed, nonverbal cues and context play a vital part in human relations, as they convey information that is difficult if not impossible to share with words only, through verbal or written communication.

The reason for this is that humans thrive in complex societies and depend on each other for survival. Collaboration and group dynamic is what has given our species its evolutionary advantage, naturally selecting our brains to evolve with the ability to develop language, but also to pick up nonverbal cues and signals which play a fundamental role in social interactions and communication.

This is confirmed by recent findings by neurological studies.

1. MIRROR NEURONS: EMPATHY AND UNDERSTANDING

The Significance of Mirror Neurons

Mirror neurons, a discovery attributed to neuroscientist Giacomo Rizzolatti and his team, revolutionized our understanding of human social behavior. These specialized cells, found in the brain’s premotor cortex and parietal cortex, play a crucial role in our ability to connect with others on an emotional level, since they allow us to experience the world through the eyes of others, facilitating empathy and understanding. They also play a significant part in the teaching and transmission of cultural behaviors from one generation to another.

In addition, they engage is what is referred to as the “theory of mind”, which is the capacity to understand other people by ascribing mental states to them, and the knowledge that others’ beliefs, desires, intentions, emotions, and thoughts may be different from one’s own.

Indeed, when we engage in face-to-face interactions, our mirror neurons activate, creating a neural resonance that enables us to mirror the actions and emotions of those around us. This neural mechanism forms the foundation of meaningful relationships, both personal and professional.

Application in Business and Professional Relations

When expanding into new markets, understanding the cultural nuances and norms is essential for success. In the context of business and international expansion, the role of mirror neurons is particularly significant, since they help to overcome cultural barriers and build trust with partners. They play a vital role in decoding nonverbal cues, allowing businesspersons to adapt their communication and negotiation strategies accordingly.

Indeed, research indicates that businesspersons who prioritize empathy and understanding in their interactions experience higher levels of customer satisfaction, employee engagement, and overall performance. And, by leveraging the power of mirror neurons, companies can navigate unfamiliar territories with sensitivity and agility, fostering strong relationships and driving sustainable growth.

• OXYTOCIN: THE “LOVE HORMONE”

Understanding Oxytocin

Oxytocin, often dubbed the “love hormone” or “cuddle hormone,” is a neuropeptide produced in the hypothalamus and released into the bloodstream by the pituitary gland. Its role extends beyond romantic love, influencing social behaviour and interpersonal relationships: It is a powerful neurotransmitter that promotes feelings of trust, empathy, and connection.

In intimate or emotionally significant interactions, such as hugging a loved one or engaging in deep conversation, oxytocin levels surge. This surge enhances feelings of warmth, trust, and bonding between individuals, making this hormone a social glue, fostering closeness and cooperation among individuals.

On the other hand, oxytocin plays also a significant role in shaping group identity and fostering “us versus them” sentiments. Research has shown that it promotes in-group favouritism and, to a lesser extent, out-group derogation. It motivates individuals to feel more connected and trusting towards members of their own group while exhibiting less empathy and cooperation towards those perceived as outsiders. Moreover, oxytocin enhances intergroup dynamics by influencing individuals’ responses within a particular group, thereby contributing to the formation of cohesive social units.

Application in Business and Professional Relations

Because of its double-edged quality, oxytocin is highly context-related: it will strengthen trust and bonding between people, but only if they consider each other as belonging to the same group. It thus creates a tribal instinct which is not limited to only one group or one typical scale, depending on your sense of self-identity and on context. This group identity or sense of community can be limited to your family, or can extend to your city, the fans of your football club, your school’s alumni, your gym, your nation, and so on, which can lead to a hierarchy or potential internal conflicts when interest of different groups to which you belong clash.

In business, it means that cooperation and preference will be given to trustful partners who are considered to be part of the group. And since oxytocin surges during close in-person interactions and bonding, it means that you need to have regular, lasting and engaging in-person interactions with your prospects, clients and suppliers, if you want to benefit from the special treatment, derogations and favours that they reserve to the members of their inner-circle.

By prioritizing face-to-face meetings and fostering genuine connections, organizations can overcome cultural barriers and establish enduring partnerships. Indeed, research conducted by Dr. Zak and his team reveals that individuals who experienced an oxytocin boost were more likely to exhibit trust and generosity in economic games, leading to mutually beneficial outcomes.

In conclusion, the studies on mirror neurons and oxytocin show why commercial prospection and international expansion cannot be done remotely, from abroad.

You may be able to sign a contract without travelling to meet your clients or suppliers in person. But such an institutional and “cold” partnership will not result in the deep personal relationship which can make all difference when it comes to late payments or late deliveries, renegotiation of terms and prices, support with local administrations and logistics, and so on.

When it comes to developing your activities in a new market, all neurological studies draw the same conclusion: is vital that you make the effort to come and spend some time to create special bonds with your local partners. And if your time and resources don’t allow you to do so, you still have to find a trustful person to do it for you.

Artemis Business Care is here to support you in organising your learning expeditions and business meetings, and to represent you in your new markets, to help you and your company build a lasting and personal relationship with your local partners.