This week, Karen Stanton, the Global Branding and Marketing Director at IFF (International Flavours and Fragrances), joins us from New Jersey. She shares the story of the ‘backwards brain bike’. 

When riding the backwards brain bike, you have to turn the handlebars to the left to go right, and to the right to go left. This sounds simple but is difficult in practice. The story suggests that while we might understand something on a cognitive level, that doesn’t mean our behaviour will change. Behaviour change requires dedicated time and practice.