Featured Business Resource

A Whole New Mind

by Daniel H. Pink

Why Right-Brainers Will Rule the Future

Raise your right hand. Now tap your right foot. These two movements were controlled by the left hemisphere of your brain. This type of movement is called contralateralization, because each side of the brain controls the opposite side of the body.

Daniel H. Pink’s A Whole New Mind argues that while this contralateralization has shaped Western culture into a left-brain dominated society (or right-hand dominant), the trend is shifting towards a right-brain world. He gives three explanations for this shift:

1.     Abundance

2.     Asia

3.     Automation

Abundance

The sheer amount of consumption in the United States has changed the way businesses must thrive. It is not enough for your business to simply create a reasonably priced product with adequate function. Today, your products and services must appeal to the right brain – they must be “beautiful, unique, meaningful, and aesthetically pleasing.” Take the candle industry for example. Today, electric lighting is cheap, commonplace, and abundant. Candles in the United States alone however, are a $2.4 billion-a-year business. Why? Because society’s craving for beauty and transcendence digs deeper than the logical need for light.

Bottom Line

When looking at your current work, ask yourself, “Am I offering something that satisfies the nonmaterial, transcendent desires of an abundant age?” If the answer is yes, then a change towards right-brain directed thinking may be necessary for you to continue to succeed.

Asia

Anyone in business knows that outsourcing jobs to countries like India and China is becoming more and more prevalent. To quote some statistics from the book, “at least 3.3 million white-collar jobs and $136 billion in wages will shift from the U.S. to low-cost countries like India, China and Russia by 2015.” In order to preserve jobs, U.S. workers will need to do what workers abroad cannot do equally well (for much less money) – that is, use right-brain thinking such as synthesizing the big picture rather than analyzing single components, creating relationships rather than carrying out transactions, and taking on novel challenges rather than resolving everyday troubles.

Bottom Line

Pose this question to yourself, “Can someone overseas do it cheaper?” If so, finding a way to make you or your business invaluable depends on how well you can merge the detail oriented left hemisphere with the big picture right hemisphere of the brain. 

Automation

Even the computer, a symbol of left-brain thinking, is facing impending change. Professions that are heavily focused on left-brain thinking are now becoming subject to computer software that can do their jobs more efficiently. Automation is forcing this generation’s white-collar workers to develop abilities that include the “human touch” – creativity, sensitivity and listening.

Bottom Line

Automation thrives on efficiency. The question, “Can a computer do it faster?” essentially holds, unless right-brain aptitudes are developed to the point where a computer cannot do the job faster, cheaper or better.

The Six Senses

In Pink’s analysis, he suggests that there are six crucial right-brain directed aptitudes that can help develop his whole new mind that our current era demands.

Design – Traditional left-brain thinking has always emphasized function; this is no longer enough. It’s economically beneficial to create products and services that are also beautiful, aesthetically pleasing and emotionally engaging.

Story– Some still prefer argument; however current times call for even lawyers to practice the art of storytelling. Persuasion, communication and self-understanding are all facets of a compelling narrative, and are important in an age where information is overwhelmingly accessible.

Symphony– The age of specialization is changing, so while focus is still a part of business, recognizing disparate patterns and combining them is hugely vital for today’s success.

Empathy ­– Pink writes, “The capacity for logical thought is one of the things that makes us human.” But logic alone will not suffice in a world of analytic tools and a swarm of information. To differentiate oneself, understanding each other, forging relationships, and caring for others will need to become part of your everyday life.

Play– There are times to be serious, and times to have fun. Many people lose sight of the balance between them unfortunately. Countless studies have shown that laughter, lightheartedness, games and humor all have incredible health benefits, which can lead to a more productive lifestyle.

Meaning– Not just accumulation, but also meaning. In a world of material consumption, we have been given the chance to pursue more significant desires: purpose, transcendence, and spiritual fulfillment.

Bottom Line

Each of these senses can be practiced to further hone your right-brain abilities. Read Daniel Pink’s book to find out specific activities you can do to develop these senses, and pay attention to how your thinking changes over time. You will begin to look at problems in your business with a “whole new mind,” which may just be the key that unlocks future success.