NOVEMBER 11-15, 2019

NOVEMBER 11-15, 2019
Official Conference of the
International Institute of Business Analysis 


Friday, November 10, 2017

11:30 am – 12:30 pm | Presentation | Room: Coral 1 & 2

Insights From Neuroscience to Motivate Business Stakeholders

Presented by: Cynthia Siewert, Kay Fudala


Organizations are struggling with the unparalleled challenges created by uncertainty and ambiguity of transformational changes. Social neuroscience provides the framework and techniques to identify domains that activate reward or threat circuitry in the human brain. So, how can BA professionals leverage established research from Neuroscience to design interactions with stakeholders to promote rapid acceptance and adoption? What are the key behaviors that can improve collaboration and engagement to deliver the greatest business value? This session answers those questions and many more.

Learning Objectives:

  • Manage the uncertainty and ambiguity related to change in organizations
  • Gain a deeper understanding of the people side of change
  • Learn what it takes to change mindsets and influence interactions
  • Learn how to design key behaviors that accelerate an organization’s transformational journey
  • Provide impactful tools and techniques that can be applied immediately


 Cynthia Siewert

Cynthia Siewert

Lead Consultant
Impact Makers

Cynthia Siewert is currently an IT Management and Strategy Consultant with Impact Makers. She transitioned into her first Business Analysis role in 2004 and has been connected to the profession ever since. After several years of project-level business analysis work eliciting, documenting and managing requirements, she began leading Business Analysis teams and mentoring other Business Analysts. She has taken the skills she has learned in the field of Business Analysis and utilized them in other positions such as Program and Portfolio Management, Organizational Change Management and now into her current role as a consultant. Cynthia is serving as the President of the Central VA Chapter of the IIBA. She is passionate about the value Business Analysts can bring to an organization, both at a tactical and a strategic level and loves being part of the BA Community.

Cynthia's 2017 Presentations:

  1. Insights From Neuroscience to Motivate Business Stakeholders
    Friday, November 10, 2017 (11:30 am – 12:30 pm)

 Kay  Fudala

Kay Fudala

Senior Consultant
Impact Makers

Kay is currently the Organizational Change Management Lead in the Management and IT Consulting Practice at Impact Makers. She gravitated to IT from her roots in the natural sciences. Throughout her career, she has been focused on driving user adoption of technology and process changes within organizations, as a Business Systems Analyst, Process Consultant and in her current role as a Change Consultant. Kay combines her scientific background and IT experience with a deep interest in human behavior to create positive and impactful results in organizations. A certified transition coach, Kay is committed to leveraging latest research from social neuroscience and behavioral economics to help change agents at all levels thrive amidst uncertainty.

Kay's 2017 Presentations:

  1. Insights From Neuroscience to Motivate Business Stakeholders
    Friday, November 10, 2017 (11:30 am – 12:30 pm)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



Event Produced and Organized by Rising Media in association with Business Rule Solutions Copyright © 2010-2018, Rising Media, Inc. All Rights Reserved.

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