Introducing The Principles of Human Understanding™


Based on BSIG research in psychology and neuroscience, we have developed these  principles that help explain why we act and think in certain ways.

Have you ever noticed that arguments quickly turn into proving why you're right instead of resolution? Have you ever noticed people miss 'common sense' details when following your direction? We all have, because these principles are universal to adult humans. The power lies in understanding them so we can be more effective leaders and communicators. 

  1. The Illusion of Certainty
  2. The Power of Distinction
  3. Perception vs. Reality
  4. Nature of Limiting Potential and Self Preservation
  5. The Power of Meaning (Context)
  6. Fundamental Attribution Error
  7. Vulnerability and Bias