Guest blogger Artus de Longuemar

Startup success and using our “Wi-Fi” brains

Why should startups understand our “Wi-Fi” brains to succeed?

Guest blog post by Artus de Longuemar
International Speaker – Empowering all intelligences for performance and impact
Founder at Morning Booster

As a 9-year-old kid I lived in Africa with my sister and parents. We had a big house and great life, but I will always remember that night of November 1996.

It was 3:00 am, I was deeply asleep, the noise of air conditioning gave rhythm to my dreams… Suddenly I woke up, unsure why and still half asleep, I intuitively walked to my parent’s room and found my mother having an epileptic crisis (hyper electrical activity in one’s brain that causes massive body movements and breathing impairment). I tried to calm her down. After 45 seconds, which felt like eternity, the crisis finally went away.

How could I have heard this crisis while deeply asleep? Our rooms were 50 meters away from each other and the AC running.

Years later, I learned in my physics classes that when an electrical current goes through a wire it creates an electromagnetic field. When that field “touches” another wire, it generates electrical current. This is called “electromagnetic induction” and that’s how your induction plates or contactless payment work. Now, what if my mom’s brain and mine were connected this way? What if I felt this intense change in electrical activity influencing my own brain activity and woke up?

I will let you come to your own conclusions.

What I know for sure is that in order to sell services to your clients you must “connect” to their world. Connecting to your client’s world means understanding her/his daily constraints, desires, needs, frustrations, habits…. Beyond understanding your client’s technical constraints, you must also feel her/his emotions. That is because beyond electrical activity our brains also function through chemical connections – neurotransmitters – also responsible for our emotions. Emotions that greatly influence our decisions and actions.

In short: Understanding your client requires both intellectual abilities AND emotional sensitivity. When you master both you can literally connect to your client’s world as if your brains were connected through something like Wi-Fi (or electromagnetic induction.)

Now, how can someone achieve this in pragmatic terms?

First, this requires shutting down the part of your brain that focuses on your own satisfaction. Indeed, you cannot focus on both yourself and others at the same time. Focusing on someone else’s feelings requires practice. Practice to learn how a physical posture, an eye movement or a simple tone of voice indicates whether your client feels comfortable with what you are presenting. This can influence what questions you ask, details you share and if you are establishing enough sufficient trust to sign a contract together!

Second, you can practice active listening. That is repeating what your client says and formulating it with your own words. This is an amazing method to both understand your client’s needs and also develop a strong trust.

Developing such abilities will not only help you improve your product and make your service user-oriented, but also gain popularity. This is also essential as your company grows. As more team members join your company, you will need to keep a global coherence while maintaining employee autonomy. This coherence is only possible when people can connect to each other … just like the Wi-Fi brains.


Artus de Longuemar is leading a workshop for FRAXperience, a 3-day program that connects startup founders with Fraport AG decision makers to generate innovative solutions for Frankfurt Airport’s upcoming Terminal 3.

Learn more about the program.


About the Author

Artus is a professional facilitator and international speaker. He is expert at „Augmented Intelligence“  or how to drive collaborative performance in any corporate  situation, and he gives keynote talks at seminars and designs and facilitates workshops for hyper-growth startups and established corporations across the globe.

Artus developed this expertise through 15 years of hands-on experience like:

  • Introducing “Management 3.0“ at Airbus as early as 2011
  • Co-founding a fashion tech startup incubated at Harvard Innovation Lab.
  • Administrating at the HR Lab which grew to 300 startups & 1.3M€ in revenues.

He is an Harvard MBA and aeronautical engineer from Imperial College London

Find more information about him here. : https://artusdelonguemar-en.youcanbook.me