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Professor Ed Bullmore, University of Cambridge: The brain as a business model

Brain cellThe human dimension of risk is an important and under-explored aspect of risk management issues. How we perceive risk, and understanding patterns of behaviour and seeing how these relate to the processes of decision-making and policy development needs greater exploration. The School’s Cambridge Centre for Risk Studies 2nd Annual Meeting – ‘The Human Dimension of Risk: Perception, Behaviour and Decision-Making in Risk Management’ – took on that gigantic challenge.

Professor Ed Bullmore, Cambridge Department of Psychiatry, and Director of the Behavioural & Clinical Neuroscience Institute, says there exist useful analogies between the world of neuroscience and the world of business and risk. You can build a better business model through understanding the brain, he argues.