Meet The Disruptors: Thomas Trautmann Of Happy Brains On The Five Things You Need To Shake Up Your Industry
Know the Trigger : Understand the primal brain’s decision-making process. For example when selling a software to a CIO you will no more list your software’s painful list of features but you will show to that brain in that CIO’s head that you are the only one allowing it to go how two hours earlier everyday and spend more time with her/his family.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Thomas Trautmann.
Thomas Trautmann is CEO and founder of Happy Brains and creator of the Ethical Persuasion technique. A neuromarketing expert, he holds a Masters in Artificial Intelligence and Algorithmic and a PhD in Artificial Neural Networks. Thomas talks on the global circuit educating marketing and sales teams, CEOs and individuals on the science and benefits of Actionable Brain Science for commercial and personal success.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I have always been fascinated by the intersection of technology and human behavior. My journey began with a background in Computer Engineering and a PhD in AI. Over my career I have had the pleasure to work for amazing companies like Bosch, HP, AOL, Steelcase in various functions from project management to marketing, before founding my very first company. It was a personal experience that truly set me on this path. At that time my business wasn’t growing. I knew I had to do something! A documentary about NeuroMarketing triggered my decision to spend more time understanding the human decision process. I realized the power of understanding emotions and motivations, not just in personal relationships but in business as well … my business saw a 400% growth in the following months ! But NeuroMarketing was still lacking something, and during a conversation with my wife the missing element became clear : neuromarketing, even though it is taking the human brain, is missing humanity! This motivated me to eventually develop the Ethical Persuader System, which combines brain science with persuasion to help businesses thrive ethically.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
At Happy Brains, we’re redefining how businesses approach persuasion. Traditional methods often focus on manipulation and/or rational facts, but our Ethical Persuader System emphasizes understanding and aligning with the subconscious motivations of decision-makers. This not only boosts revenue but also builds genuine, long-lasting relationships between businesses and their clients. By applying ethical persuasion, we’re disrupting the norm and proving that integrity and success can go hand in hand driving revenue growths of 30% and more in 90 days or less.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
In one of my early workshops, I was discussing Neuromarketing and used a particular phrase to illustrate a point. To my surprise, the men and women in the room reacted very differently to the same words. The men seemed intrigued, while the women appeared puzzled. It was a humorous moment that underscored how the same message can be perceived differently depending on gender. This incident sparked my curiosity and led me to explore the differences between male and female brains more deeply, eventually leading to the extension of the Ethical Persuader concept with inter-gender communication.
The lesson here was clear: male and female brains aren’t equals, they are complementary thanks to human evolution.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I’ve been fortunate to have several impactful mentors throughout my journey. My dad, Heinz Trautmann, played a crucial role by “painfully” accepting that I wouldn’t follow a standard career path, which encouraged me to forge my own way. Arlette Lofficier, who organized the Diplom Engineer School, where I studied computer c-science, presence at trade shows, showed me that I wasn’t as introverted as I thought by pushing me to engage with people and not only computers. This was a turning point in my self-perception and communication skills. My Ph.D. thesis professor, Pr. Thierry Denoeux, inspired me to think outside the box, fostering a mindset of innovation and creativity. More recently, Grant Cardone has been instrumental in helping me expand my business, teaching me the importance of scaling and thinking big.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Disruption is positive when it challenges outdated norms and creates more effective methods, as we do with ethical persuasion vs. old rational salesy marketing and sales techniques. By focusing on the decision-maker in the brain, we break away from the traditional, rational approaches in marketing and sales that often waste resources, like offering rebates or free samples, as any of your readers will for sure have experienced. Instead, we drive decisions ethically, ensuring you get the outcome you want while clients make the decision they need. This is disruptive because it requires persuading the decision-maker in the brain, it’s like convincing a two-year-old child in seven seconds — simple yet impactful and this doesn’t allow rational content anymore. Scary, isn’t it? However, disruption becomes negative when it disregards ethical standards or sacrifices long-term stability for short-term gains and converts ethical persuasion into manipulation.
Can you please share 5 ideas one needs to shake up their industry? If you can, please share a story or an example for each.
1- Know the Trigger : Understand the primal brain’s decision-making process. For example when selling a software to a CIO you will no more list your software’s painful list of features but you will show to that brain in that CIO’s head that you are the only one allowing it to go how two hours earlier everyday and spend more time with her/his family.
2 — Use, use, and use trust ! : Build a foundation of trust through authority, likeability, and empathy. Trust is established by understanding and addressing your audience’s subconscious frustrations. By consistently demonstrating that you know their needs, you create a familiar and safe environment. Sharing relatable stories and using testimonials builds credibility, making clients feel understood and valued. This trust transforms relationships from transactional to loyal, as clients are more likely to engage and advocate for your brand. Like some of my clients who, even years later, still send new leads over to me.
3 — Build a Tribe : Create a sense of belonging among your clients. I emphasize converting clients into tribe members by aligning with their subconscious frustrations and motivations, as the human brain is configured at the deepest to live in tribes as a follower or a leader. This approach shifts the relationship from merely selling (rationally hammering until they break) to ethically persuading, building trust, and fostering a sense of community. When clients see themselves as part of a tribe, they not only stay loyal but actively participate in spreading your message, enhancing both their experience and your brand’s reach. Just ask Harley Davidson what happens when you betray your tribe’s values.
4 — Welcome Transformation : Highlight the meaningful changes you, your brand, your services provide. We showcase the deeper purpose behind our offerings, such as how our Ethical Persuader System helps business owners ethically increase their revenue by 30% in 90 days or less, while maintaining integrity and growing their personal reputation.
5 — Don’t be scared of Transparency : Embrace authenticity and openness. By sharing personal journeys, like my own story of transitioning from a traditional career path to founding Happy Brains, we build trust and ensure our influence is ethical and enduring. This transparency has been key to establishing long-lasting relationships with our clients. You have to know WHO you are and WHY you do what you do! The decision maker brains will resonate with you and want more from you.
We are sure you aren’t done. How are you going to shake things up next?
Next, I’m excited to integrate the NeuroCouple concept with the Ethical Persuader System to create the ultimate decision-making system for married business owners. The NeuroCouple concept focuses on understanding the differences between male and female brains to improve personal and professional relationships. By combining this with the Ethical Persuader System, we aim to help married business owners make decisions that align with both their business goals and personal dynamics. This integration will empower couples to leverage their unique strengths and perspectives, fostering both business success and relationship harmony by finally using brain science!
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
I could have mentioned “Thinking Fast and Slow” by the late Daniel Kahneman, but “Predictably Irrational” by Dan Ariely had a profound impact on my thinking. The book delves into the hidden forces that shape our decisions, revealing how irrational behavior is often predictable. This resonated with me because it aligned with the principles of ethical persuasion and the importance of understanding subconscious motivations. One particular insight from the book was how small, seemingly insignificant factors can drastically influence decision-making and how you should stay ethical. This understanding has been pivotal in shaping our approach at Happy Brains, where we focus on the subtle yet powerful elements that drive ethical decision-making and persuasion.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My favorite quote is, “J’ai refait tous les calculs, ils confirment l’opinion des spécialistes. Notre idée est irréalisable. Il ne reste qu’une seule chose à faire : réaliser.” By Pierre- Georges Latécoère when they talked about the first airline. Translated, it means, “I have redone all the calculations, and they confirm the experts’ opinion. Our idea is impossible. There is only one thing left to do: achieve it.” I love this quote because it highlights the importance of listening to the irrational part of our brain — the primal brain. It reminds me that decisions aren’t always rational and that sometimes, trusting your instincts and embracing the seemingly impossible can lead to the most remarkable outcomes.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Imagine a world where smiles are as common as sunshine! My dream movement is all about creating a place where our children grin from ear to ear because everyone has mastered the art of making and driving decisions ethically. The magic of a smile is that it’s like a little happiness factory for your brain, churning out feel-good hormones like endorphins, dopamine, and serotonin. These delightful chemicals kick off a virtuous cycle where one genuine smile not only boosts your mood but also spreads like wildfire, lighting up the faces of everyone around you. Let’s make the world a happier, smile-filled place, one decision at a time!
How can our readers follow you online?
On LinkedIn : https://www.linkedin.com/in/thomastrautmann/
On my website www.happy-brains.com
On YouTube : www.youtube.com/@happy-brains
This was very inspiring. Thank you so much for joining us!
