Right-Brain Thinking Increasingly Needed

By Jeri Denniston, Chief Marketing Strategist, Denner Group International  11/18/2011

Takeaways: Right-brain thinking is increasingly required as the world moves from the information age into the conceptual age.

The world is transitioning from the information age to the conceptual age. This means that left brain (predominantly analytical) thinking alone is no longer sufficient by itself to successfully grow a business.

A Whole New MindWhat is needed now is what Daniel Pink calls “right brain skills, like artistry, empathy, and big-picture thinking.”

Daniel Pink, a contributing editor at Wired Magazine, and a noted author and speaker, shares his philosophy in his book, A Whole New Mind: Moving from the Information Age to the Conceptual Age. You may purchase it from our store at the same price as you would on Amazon.com.

What he’s talking about is a whole brain approach to management – a systems thinking approach┬«. While the left brain skills of analysis, linear and logical thinking are still necessary, the world is evolving into a need for a more holistic approach, one that addresses not just product and price but contribution to society, design in terms of lifestyle and value, and emotional engagement.

Consider the Whole Customer

This means thinking about the whole person you serve as your customer – not just their pocket book. Whole Foods continues to do this successfully by focusing on whole health, organic products, delighting customers, supporting happy employees, and caring about the environment.

According to Pink, others like GM are beginning to do this as well, recognizing that creative input with an emphasis on world class design is necessary for future growth and success. Finding and hiring people who are motivated by their ability to create, by their desire to be part of a larger purpose, and not by money alone, will be the key as we transition from the information age to a conceptual one.

Companies that empower the artistic and creative talents in people will be more successful than those who only reward the routine analytical work of number-crunching, analysis, and jobs that don’t offer opportunities for independent thinking. Much of those analytical skills have been and will continue to be outsourced.

It’s the right-brain skills of design – be it industrial, graphic, environmental or even fashion design – that are becoming increasingly needed in organizations. Consultants will need to become literate in these skills in order to guide organizations as they reinvent themselves. Productivity in the workplace is increasingly impacted by workspace design and employee emotional engagement. This requires right-brain thinking to implement well.

This entry was posted in Creativity, Managment, Right-brain thinking, Strategic Management, Strategic Thinking, Systems Thinking by Jeri Denniston. Bookmark the permalink.

About Jeri Denniston

Jeri Denniston is a certified Strategic Management Professional with proven performance in strategic marketing, social media strategies, management, public relations, and business planning. During her career she has mentored and trained co-workers and staff in communication and leadership skills, facilitated board and management retreats, led workshops in strategic management and systems thinking, and directed strategic planning projects for the development of new products and markets in the financial, marketing information and publishing industries. Skilled in digital marketing, she teaches internet marketing and social media & mobile marketing at Yavapai College. Jeri's language skills include high level fluency in Spanish and proficiency in French. She has a masters in international management from Thunderbird School of Global Management in Glendale, AZ.

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