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.
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.