“The wealth of nations and the well being of individuals now depend on having artists in the room.” – Dan Pink, A Whole New Mind
“Art is the act of bring humanity and connection to somebody else .. not following rules but your gut and soul. It’s about creativity, and boldness to challenge the status quo” – Seth Godin, Linchpin
Last week, I was thrilled to participate in a workshop with Daniel Pink, the author of several bestsellers including his most recent Drive and A Whole New Mind. Dan also writes for several newspapers, magazines and journals including The New York Times and Harvard Business Review; admits to having attended law school – and has been a speech writer for Vice President Al Gore. His blog is always enriching.
In A Whole New Mind, Dan proposes that we have entered the “Conceptual Age” where right brain qualities of inventiveness, empathy and meaning predominate. Although still required, left brain qualities such as number crunching and analysis are no longer sufficient. Dan states that we need to complement our Left Directed reasoning by mastering six essential Right Directed aptitudes.
Here are three: (quotes from A Whole New Mind)
1. Not just function but also DESIGN.
“It’s no longer sufficient to create a product, a service, an experience or a lifestyle that’s merely functional. Today it’s economically crucial and personally rewarding to create something that is also beautiful, whimsical or emotionally engaging.”
From a marketing perspective, clever and unique design which solves a customer problem and is emotionally engaging, provides a product a point of difference.
As Seth Godin said in his book Purple Cow:
“Remarkable marketing is the art of building things worth noticing right into your product or service”
Tom Peters says:
“If no WOW, … then no go!”
Whether we’re selling products, services or experiences – these days we’re all in the design business.
2. Not just argument but also STORY.
“When our lives are brimming with information and data, it’s not enough to marshal an effective argument. ..The essence of persuasion, communciation and self understanding has become the ability also to fashion a compelling narrative”.
The story behind a product, business or person humanises, adds interest and engages customers. Stories are how we learn. For all these reasons, but particularly the emotion inherent, stories can be a powerful differentiator.
So, what’s your story? Think about the reasons for your product, the processes, its history and future. And what about your own as the business owner? Can you craft your story in seven words or less?
“Stories are 100 percent about emotion – and emotion, far more than dynamite moves mountains” and
“He/she who who has the most best/most compelling/most resonant story wins … in life! ..in business! In front of the jury! In front of the congregation! .. so work on your story”.
Seth Godin agrees. Here are three of Seth’s posts about creating and telling stories: Creating Stories, How to tell stories, Telling a story on the label (combines design and story!)
3. Not just focus but also SYMPHONY
“What’s in greatest demand today isn’t analysis but synthesis, seeing the big picture and crossing boundaries, being able to combine disparate pieces into an arresting new whole”
A symphony is grasping ‘relationships between relationships’, identifying trends and looking for patterns.
In business, this approach will identify opportunities for new products and services. Consider some of the opportunities Richard Branson, a symphonic thinker, has identified such as value for money, pay as you go, fun airlines and gyms without rigid membership contracts.
You’ll find the other three abilities in Dan’s book which I urge you to read. They’re skills which will help us realize our potential both personally and professionally.
Are you employing more ‘right brain’ abilities in your business activities and your life?
