The Ten Channel Brain

Our brains are organized around the ten director knowledge contexts, we use them every time we deal with an issue and we deal with hundreds of issues everyday. Our brains are so hardwired into these ten contexts that we are usually completely unaware of their operation. Think of the simple issue involved in shopping at a grocery store and of deciding what items to buy:

As you are moving down the isle of groceries your eyes are scanning the shelves for products you may need or want. If you happen to see a new product that you don't recognize you may stop, pick it up, and try to decide whether or not to buy it. This is where the Ten Directors come into play. In just a few seconds your brain analyzes the name (do you like it), then the author (who makes the product), the purpose (what the product is supposed to do), the environment (where the product is to be used), the language (what special words are associated with the product), the configuration (the products size and shape), the operation (how the product works), the owners (who will the product belong to), the market (who will use the product), and the value (what benefits will buying the product yield). All this happens so fast that you don't even notice it happening. This is because your brain is designed to do just this with every issue that it comes across and do it subconsciously. The ten directors are like ten channels of knowledge that define the basic organization of the brains knowledge memory structure.

Where the brain gets into trouble is when false knowledge is injected into the buying decision. False knowledge gets into the issues of things we buy by false advertising, deception, nonsense, and misunderstanding. Some product manufacturers take advantage of the brains susceptibility to false knowledge to sell their products. We have all been tricked by some product that we thought would do what we want only to find out that it didn't. It's good that many stores allow you to return a product that doesn't do what you want. Truth in advertising has always been a desired goal.

The fact that the brain uses the ten director contexts subconsciously to manage its knowledge base explains why it took so long to discover them. This is the first book to document the discovery of the ten directors, yet when you look around you see evidence of their existence almost everywhere you look. Even when you look at the management structure of a typical corporation you see the pattern of the ten directors as its top management structure. The ten directors were discovered while designing the computer software program called ISSU that will be discussed in later chapters.