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Why The Brain Follows - The Science of Us vs Them


Terry Wu
Why The Brain Follows, President

Dr. Terry Wu received his Ph.D. in Neuroscience from Vanderbilt University. He has a 30-year career in Neuroscience. He has been running his marketing firm for 20 years, giving his clients a strong competitive edge by applying insights from Neuroscience and Psychology. 

Since the beginning of the COVID-19 pandemic, Dr. Wu has been studying how to apply Neuroscience to Leadership. He found that leadership development had been focused primarily on teaching leaders how to lead, but not why the brain follows. This weakness was amplified by the pandemic during which leaders scrambled to find ways to lead or someone to follow. Dr. Wu’s research on the Neuroscience of Leadership has uncovered many practical and actionable insights that empower leaders with science to make their leadership more predictable and successful.


America and the world have become more and more divided. The attention of the public and the media has been on race, politics, and religion. However, new divisions keep dominating the spotlight. Based on decades of scientific research, it is evident that the human brain is wired to seek group belonging and group identities. Wherever there are groups, there are “Us” and “Them.” Instead of getting confused by all that divides us, it is important to understand our innate desire for group affiliation. More importantly, it is crucial to understand how such a desire can work for and against us at the same time.

In this talk, you will learn about the science of the us-vs-them divide. You will find out how this unconscious divide can be learned or changed quickly. You will discover the impact of us-vs-them on our decisions and judgments. You will gain insights into how we can bridge this divide and create more harmony.