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If you've read What Is Advanced Applied Neuroscience, you already know the core idea: resistance to change isn't a motivation problem, it's how someone's brain has learned to process threat and emotional discomfort.

 

This free eBook goes one layer deeper. Into the specific neuroscience distinctions that make it possible to actually work with that layer, instead of arguing with it. It's written for experienced executive and life coaches, not neuroscientists and no background in the subject is needed.

 

Inside, you'll find:

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1. Facilitating Unlearning: why some patterns are "superglued" in place by emotional and threat-related experience, and what that means for how they change.

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2. One Threat System vs. Two Threat Systems in the Brain: the well-known amygdala isn't the whole story. A second system processes an entirely different kind of threat: uncertainty and ambiguity.

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3. Experiencing Self vs. Narrating Self: why the story a client tells about their own behavior often doesn't match what's actually driving it.

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4. Whole Brain Approach: why insight and awareness alone, without engaging the limbic brain, make transformation slower and more draining than it needs to be.

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5. Overcoming the "Knowing-Doing Gap": the neuroscience reason clients can fully understand what to do and still not do it.

 

6. Willpower vs. Choice: the difference between motivation that has to be sustained by force, and motivation that becomes subconscious and self-sustaining.

 

7. Coachable vs. "Non-Coachable": what actually separates the two isn't how resistant someone is. It's the type of resistance they have.