Brain Rules – Absolutely Required Reading For Sales, Presales and Marketing People


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This book doesn’t appear to be about business, necessarily, but – it definitely is!

Brain Rules provides both the explanation and, more important, clear guidance on how to help you enable your customers to remember the material you present in demos (and via other communications vehicles as well).

Particularly useful and interesting are the following chapters:

– Rule #4: We don’t pay attention to boring things (attention)
– Rule #5: Repeat to remember (short-term memory)
– Rule #6: Remember to repeat (long-term memory)
– Rule #10: Vision trumps all other senses (vision)

I feel as though I’ve slowly (over a period of many years!) been discovering many of the principles that the author presents in the book. A colleague of mine wisely commented that “An hour of research is worth a year in the lab” – but, of course, he’s a cynic.

Summary? Read it. Here’s information on the book:

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School, John Medina, Pear Press, Reprint edition (March 10, 2009), ISBN-10: 0979777747, ISBN-13: 978-0979777745. link:

For more tips and articles on demonstration effectiveness skills and methods, email me at [email protected] or visit our website at For demo tips, best practices, tools and techniques, join the DemoGurus Community Website at, or the Great Demo! LinkedIn Group, or explore our blog at

Peter Cohan
Have you ever seen a bad software demonstration? Peter Cohan is the founder and principal of Great Demo!, focused on helping software organizations improve the success rates of their demos. He authored Great Demo! - how to prepare and deliver surprisingly compelling software demonstrations. Peter has experience as an individual contributor, manager and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.


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