en English

Nikolaos Dimitriadis, PhD (MBA), Trizma Neuro, University of Sheffield focused on a neuroscientific revolution that is becoming the first choice in several disciplines – from marketing to management. Technology today allows us to ask our brains directly, so we don’t even need words. Communication can be deceiving but our brains do not lie.


Dr. Nikolaos Dimitriadis has been applying neuroscience and behavioral sciences in marketing, communications, leadership and education. As a consultant, trainer and management coach he has worked with companies and institutions such as IKEA, IBM, Nestle, Banca Intesa Sanpaolo, Holcim, Coca Cola Hellenic, Raiffeisen Bank, Teekanne. He is currently the CEO of Trizma Neuro, a cutting-edge Customer Neuroscience company and Regional Director at The University of Sheffield for Serbia, Montenegro and Bosnia and Herzegovina.

Free will?

We make decisions up to seven seconds before we become aware of them. We therefore do not possess free will without having free desires. In marketing consumer behavior can be predicted by marketing research. This leads to a dilemma – we ask people questions, not their brain. Neuroscience is changing these approaches, placing the brain in the center of information systems. When watching a movie, our brain no longer distinguishes reality from fiction – this is why we cry and laugh during a movie. And today we can measure all this even more precisely.

“Take good care of your brain. It’s all in the brain. If you take good care of your brain, you will deliver great results.”

Nikolaos Dimitriadis, PhD (MBA), Trizma Neuro, University of Sheffield







Emotions can be monitored by voice analysis and eye-tracking, and, in turn, this can be used to measure brain reactions. One’s mood can be defined by the color or tone of one's voice. To understand people’s needs and to predict their behavior we must connect these data with people’s core desires.

When the human brain is in a normal state, it is capable of empathy. If empathy isn't activated, the part of the brain responsible for it will shrink and change. Experience stimulates empathy.

Brain tricks

These meetings are disconnected from reality; boring presentations that darken the mood, emails, and Excel spreadsheets. That is why we must transform the phrase “yes, but!” into “yes, and?”.

We need to better use our brain, we need to start by high level thinking, spread values, work with passion, and accept instant and concrete feedback.


“It doesn't help if you ask people, but if you ask their brain, it's a totally different story.”

Vanja Ogrinc, STA Potovanja

"The brain is everything = knowledge about the brain and understanding of the subconscious = a predictive world. Scary or interesting?"

Matic Zupanc, Studio Moderna

"You are responsible for what you "put" in your brain."

Živa Juriševič, Novo Nordisk

“There are 4 killers of business and creativity: PowerPoint, Excel, emails, meetings. Give people daily feedback to close the loop in their brains. Don’t use the sentence “yes…but!”, instead use “yes…and?”. Don’t be a manager who rejects the ideas that customers want. Adopt the right mindset – how can you fulfill your potential? Everything is in the brain. Take care of your brain.”

Marko Vujasinović, Telekom

”Businesses happens outside of the company“

Irena Petrič, Droga Kolinska