TRENDSPOT: SXSW “Why Your Brain Needs Negative Feedback”

By | 2016-07-21T14:40:53+00:00 July 24, 2013|JUICE TRENDSPOT, Viewpoints|

In this episode of JUICE TRENDSPOT, Forrest King and Roxana Bannach-Lin share their learnings about the benefits of negative feedback as presented at SXSW 2013.

Niki Weber, EVP of Product Marketing and Innovations at BrainSport, celebrates the positive effects of negativity. She sees a trend toward the avoidance of criticism, conflict, and challenge in our culture—and she thinks it’s the wrong direction.

According to Weber, the human brain is wired to deal with conflict and struggle. It thrives on those challenges, making it fit for evolutionary survival. Scientific research shows that negative feedback sparks more neural processing and more innovation than positive feedback. In fact, too much positivity makes us less tolerant of risk and criticism, severely hampering our ability to get creative.

What does Weber mean by “negative feedback”? It’s not cynicism, oppression, or meanness. The type of negative feedback that feeds our brains consists of objective criticism and challenges that can lead to resilience, discovery, and innovation. “Take risks, accept criticism, and be prepared to be wrong,” Weber challenges us. In her view, it is the way to reach your full potential. After all, you can only work on your shortcomings if you’re aware that you have them.

episode features:
Roxana Bannach-Lin, EVP, Strategic Planning, Business Development and Forrest King, Managing Partner, Chief Innovation Officer, of JUICE Pharma Worldwide

For more information:

SXSW Description: Why
your brain needs negative feedback

Presenter: Niki Weber,
EVP, Product Marketing & Innovations, BrainSport

There is beauty in the brain’s electric, neural storm when it knows what you’re doing just isn’t good enough. Yet many people abhor criticism, direct conflict resolution, or a task
that truly challenges their brains. Generations have grown up with a never-ending supply of trophies, and this constant positive feedback can have an adverse effect on the way our brains function. We often forget our brains are wired for the type of survival where conflict and struggle are the norm. As a result, when it comes to the brain and feedback, negative is more revealing than positive. Scientific research confirms that negative feedback can be stronger, more effective and requires more thinking and neural processing than positive. Too much positivity can actually rewire the brain, making people less tolerant of risk, criticism, and even creativity. This session will help shed
light on the science of negativity, and the direct implication it has on experiential design, culture, and innovation.

About the Author:

Ben Putman
SVP, Creative Technology and Innovation

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