Why The Brain Follows – The Science of Us vs Them

Tuesday 12:45 – 1:45 PM

Session Description

Why do humans have so many ways to group people? Learn about the neuroscience of this us-vs-them divide. You will find out how this unconscious bias can be learned or changed quickly. You will gain insights as a leader on how we can bridge this divide and create more harmony.
Get the answers to:

  • What creates the us-vs-them division? How does the brain respond to us vs them?
  • Why do leaders need to understand this us-vs-them bias?
  • How can we reduce our negative attitudes toward them?
  • How can leaders create a diverse and inclusive culture?


Terry Wu

Dr. Terry Wu received his Ph.D. in Neuroscience from Vanderbilt University. He has a 30-year career in Neuroscience. He has been running his marketing firm for 20 years, giving his clients a strong competitive edge by applying insights from Neuroscience and Psychology.

Since the beginning of the COVID-19 pandemic, Dr. Wu has been studying how to apply Neuroscience to Leadership. He found that leadership development had been focused primarily on teaching leaders how to lead, but not why the brain follows. This weakness was amplified by the pandemic during which leaders scrambled to find ways to lead or someone to follow. Dr. Wu’s research on the Neuroscience of Leadership (https://www.WhyTheBrainFollows.com/) has uncovered many practical and actionable insights that empower leaders with science to make their leadership more predictable and successful.


In May, 2019, Dr. Wu gave a 17-minute TED Talk on Neuromarketing. Within 2 years, his talk (https://www.youtube.com/watch?v=UEtE-el6KKs) has been watched by over 230,000 people around the world. Through the power of storytelling, Dr. Wu made complex Neuroscience relatable, understandable and actionable to his audiences.