Whole brain marketing, and why you need it

Take a look at the spinning figure above. Is it spinning clockwise or counter-clockwise for you?

If it’s clockwise, you are more of a right-brained, creative person. Counter-clockwise and you lean toward being a left-brained, analytic type.

Here are some of the attributes of each:

Left brain functions
uses logic
detail oriented
facts rule
words and language
present and past
math and science
can comprehend
knowing
acknowledges
order/pattern perception
knows object name
reality based
forms strategies
practical
safe

Right brain functions
uses feeling
“big picture” oriented
imagination rules
symbols and images
present and future
philosophy & religion
can “get it” (i.e. meaning)
believes
appreciates
spatial perception
knows object function
fantasy based
presents possibilities
impetuous
risk taking

Why this should matter to you

Marketing requires your whole brain. You need rock solid analytics and breakthrough creative. Obviously, we’re all capable of both and I know a few marketing generalists that are as comfortable with a pivot table as they are with Photoshop or drafting a good headline. But folks that excel in both areas are few and far between.

To be casting responsible, you might want to know where your team member’s strengths lie. If you have someone who is left-brain dominant writing copy, you may have a problem. Likewise, you may have someone crunching numbers that could bring value to a creative brainstorming session.

What to do about it

Have your marketing team take the Right Brain v. Left Brain Creativity Test from the Art Institute of Vancouver. Ask them to be honest and tell them it will only take a few minutes.

It will help you learn a little more about your team, and who knows, maybe you’ll help someone find some hidden strengths and improve your marketing at the same time.

So, how did you do?

# # #In case you are wondering, I didn’t believe there was a difference. I could only see the clockwise motion for about two minutes, then snap! it was turning the opposite direction. That figures, since I’m 48% right-brained, 52% left-brained.

Thanks to Freddy Nager at Cool Rules Pronto for the inspiration for this post.