The Wise Presenter would do well to study how people make decisions (and how you yourself make decisions.)

Jonathan Lehrer is a Rhodes Scholar out of Columbia University, an editor at large for the science-focused Seed Magazine and the author of Proust was a Neuroscientist.  He has written for numerous publications, including his blogs at The Frontal Cortex and at his own website.    His new book is How we Decide. 

Lehrer says he is pathologically indecisive.  “It’s not uncommon for me to spend 20 minutes in the in the cereal aisle deciding between Honey Nut Cheerios and Apple Cinnamon Cheerios.”

He speaks about the assumption that human beings are rational creatures and that the “bad guys” in decision-making are the emotions. 

Apparently, when the decision is a complex one, it’s best to absorb as much information as possible and then let it seep into your unconscious for a period of time. Your intuition may be your best bet in a complicated situation.

Lehrer references case studies of people with damage to the emotional centers of their brains who become unable to make even trivial decisions.

“Rationality without emotion is a disease,” he says.

As speakers who seek to win the assent of our audiences, whether we’re in sales or leadership, research or product management,  Lehrer provides further proof that the ancient Greeks were right:  we need both intellectual and emotional appeal when trying to persuade our listeners.

Sims Wyeth is a private speech coach in Montclair, NJ specializing in executive speech coaching and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.