This is a slightly amended version of a presentation that I gave in 2012. The occasion was a business networking conference in Ireland called BizCamp. It exemplifies one of my key passions and methods, which is to take an obscure but potent idea from the academic world and apply it to the business world. This necessitates a bit of wordiness, but I’ve tried to spice it up and illustrate it as much as possible. The title, however, is pure kick-ass!

1. in
business
bad is
stronger
than good
allen baird
PhD
sensei

2. classictext
academicallyrespected

3. nice
summary So how
do we
use it?

4. negativity bias is the
psychological phenomenon
by which humans pay more
attention to and give
more weight to negative
rather than positive
experiences or other
kinds of information.

5. the brain
uses more
of its
neutrons to
search and
record
negative
experiences
brain
factoid
#1

6. positive
experience
move from
ST to LT
memory
whereas
negative
experiences
go to LTM
immediately
brain
factoid
#2

7. Bad is more basic than good, pain avoidance
more primitive than pleasure seeking
builttosurvive…
…morethanthrive

8. Bad is more
interesting than
good, more novel,
distinct, noteworthy.

9. the bad
in
business
and therelevance is…?

10. McDonalds used
Twitter to get
customers to tell
their favorite
stories of their
experiences with
the restaurant.
Even though there
were more positive
tweets overall,
most of the
headlines focused
on the failure of
the campaign.
The use of social media
for large organizations
demonstrates the
negativity bias.
Out of the
79,000 tweets
about McDonalds,
2,000 were
negative.
Schaefer, Mark. "We are all standing on digital quicksand". http://www.businessesgrow.com/tag/psychology-and-social-media-2/.

11. Isitbetterinbusiness……to have a bad image or no image?

12. how to deal with the bad
 avoid the bad
 outnumber the bad
 recover from the bad
 use the bad
possibleoptions

13. how to ‘use the bad’
 problem is bad
 current solutions are bad
 competition is bad
 your solution is ‘bad’
[note on last point - NOT bad in the sense
of immoral, illegal or ineffective!!]

15. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

16. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

18. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

20. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

22. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

24. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

26. how to ‘badass’ your
business solution
 make it non-conformist
 make it confrontational
 make it playful & funny
 make it unpredictable
 make it risk-taking
 make it ‘hard to get’!

29. Thanks for taking the time!
Why not teach me on...
• my Amazon author page
• my Amazon reviewers page
• on Twitter I’m @thesensei
• allen@sensei-winbeforehand.co.uk
This is
me trying to look as
badass and sinister as
I can..and succeeding
nicely!