Online
Masterclasses

1. Executives and Leaders in positions with constant decision-making demands
2. Functional experts in customer interaction, new development or internal human management roles: strategic planning, product development, communication, pricing, project management, market research, competitive intelligence, HR and other areas where deep understanding of the human thinking process is an advantage
3. Select people who might be able to judge in what parts of the organization this new area of knowledge might add the most value and, hence, might be most useful to be taught and deployed

1. From Behavioural Economics to Behavioural Business. 3 levels of cognitive biases we are coded with: Physiological, Psychological, Environmental (Cultural)
2. Taking advantage of these biases in everyday life and in business. Asymmetric decision making and people influencing models. Managing conflicting biases.
3. Business use of biases: Improving Conflict Management; Focusing Product Development; Better Target Segment Selection; Stronger Results through Asymmetric Communication
4. Improving strategic decision making: 9 common traps driven by 25 cognitive biases – how to identify and filter them out, embedding the new business approach
5. Deep Dive Study: defining, positioning and communicating price points to maximize both unit sales and profit per unit (guest speaker)

This is a highly interactive online program. The program consists of 3 half-day sessions, each day between 9:30-12:30. There is a one-week break between sessions. Mentoring is available during the in-between weeks or after the last session. There will be two ”challenges” for participants – after the first and second sessions. Ideally the challenges will be addressed in pairs (two participants together). Reference materials will be provided in advance of the course (no pre-reading required, but it is allowed).

Main Structure:
1. Overview of topic / sub-topic – what does it mean?
2. Video and other visual illustration of how the effect appears in real life
3. Structured explanation of what happened and why
4. Gathering similar examples from participants (small teams)
5. Discussion of how to apply learnings to each individual case (small teams)
6. Benefits planning: what results should we expect and why?

Following successful completion of the program, participants will be able to:

• Understand the most common cognitive biases and how they affect their own actions
• Use this understanding to improve their decision making approach – both individually and in group settings
• Actively use the 3 coding types to improve product design, pricing, communication
• Understand customer reaction drivers and use this for better targeting and influencing
• Be able to read competitive moves, what they mean and how to counter them
• Improve cooperation and trust with colleagues through better understanding of human reactions
• Avoid falling into the trap of being either self manipulated or manipulated by others – being ”conscious” all the time
• Behave responsibly and avoid manipulating others with the new techniques learned – have a strong sense of ethics about use of these advanced influencing techniques

Sandy Vaci  |  SEED Faculty

Sandy is a Canadian senior executive with 39 years experience from North America, Europe and Asia. He started his career at P&G Canada and ’retired’ from active work as CEO of Austria at The Royal Bank of Scotland and Chairman of the Board at the Credit Bank of Moscow. He remains active mentoring young executives, supporting start-ups and serving on various boards. He is the author of 4 business books and has been lecturing at Maastricht School of Management, IBD Business School, CEU and SEED. His latest project is starting a company to promote understanding and ethical use of cognitive biases in business.

Frigyes Endersz  |  CodeBreakers™

Frigyes has 20 years of management experience, primarily from Hungary. He started in management consulting then joined T-System as Strategy Director. Having served as Group Strategy Director of Magyar Telekom Group he was entrusted with building a new brand and business for MT Group. Frigyes is also Founding Partner and Co-Principal of CodeBreakers™, the international company based in Budapest, focusing on Behavioural Business best practices.