How is that Domino’s sells more pizzas than anyone? Why is Starbucks the place to be? How come Apple is seen as la crème de la crème of personal technology? Easy. They know which buttons to press.

The human brain is fascinating and mysterious. But it’s also governed by instinct on a certain level, and instincts are predictable. Patrick Renvoise, co-founder of SalesBrain, a neuromarketing agency, has learned to exploit this aspect with great success in creating marketing campaigns that catch our reptilian brains – the brainstem and the cerebellum.

Science has uncovered (to some degree) that the reptilian brain is responsible for species-typical instinctual behaviors involving our deepest fears, our sexual desires, dominance, territoriality, etc. So, what better way to influence people’s decision making if not by pushing these behavioral buttons?

“Since we all know that we need to sell to the decision-maker then we should be able to relate every sales and marketing activities to our reptilian brain,” Renvoise tells eMarketer in a brief interview.

Renvoise was already well versed in sales and marketing when he started looking into the work of neuroscientists who had established scientific foundations on the working principles of the reptilian brain. He decided to bridge the two worlds and establish “a scientific yet easy-to-understand model … for the business executive who does not have a PhD in neuroscience.” That model is called NeuroMap, and it is said to be the world’s first and only neuromarketing model. Check out the diagram below (click to expand) and enjoy!