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The Brain of an Entrepreneur

As science unlocks more and more of your brain's secrets, learn how harnessing the power of your greatest asset can create a more productive, more persuasive, more competitive business.

This story appears in the January 2006 issue of Entrepreneur. Subscribe »

The sun rises as you leave work and head for an early breakfast. You smile cheerfully at the server and decline coffee. While waiting for your food, you glance through a business magazine and mentally file several items for further thought later on. You and your sales and marketing vice presidents have just pulled an all-nighter preparing a presentation, and the client meeting is in two hours. It's a new prospect and a new market, and none of you had heard of either before yesterday. But you feel relaxed, alert and confident that if the business can be won, you and your team will win it.

Can this story be true? After staying up for 24 hours, you should be sleepy, jittery, irritable and anxious for more caffeine to add to the buckets you've already gulped. You should have trouble reading, much less memorizing pages of text. Your employees should feel the same. And you should never count on any marketing effort to work, especially one with less than a day's worth of preparation behind it.

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