A Whole New Mind: Why Right-Brainers Will Rule the Future by Daniel H. Pink
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Book Reviews of A Whole New Mind: Why Right-Brainers Will Rule the Future
Book Review: Huh?
Summary: 1 Stars
There's only one, leeeeetle, itsy-bitsy problem with this book: There is no such thing as a "right-brain thinker." Nobody really takes the right-brain/left-brain distinction seriously anymore. It's fun, silly, pop psychology, and nothing more. It's kind of like the old wives tale (also untrue) that we only use 10% of our brains. It's simply not true that people who are more creative are more "right brained," etc. There are people who, for various reasons, have had to undergo psychosurgery wherein an entire hemisphere of their brain is removed. If the right half of their brain was removed you would think that their creative side would be gone, and that they'd be left with a left-brained analytical outlook. Not so. Simply doesn't happen. It takes them a while to adapt, but the brain does adapt. The brain is high in plasticity, and most functions are distributed throughout the entire brain. Further--and for many this is the real shocker--neuroscience is far less scientific than most people realize. It's simply not true that when people engage in certain activities that certain parts of the brain "light up." Rather, somewhat crude algorithms are used, and the different parts of the brain that "light up" for different people are averaged. For anyone interested I recommend Neural Theories of Mind, and then The New Phrenology, both by William Uttal. Book Review: Fantastic book about the future needs for our kids
Summary: 5 Stars
I purchased this after a recommendation by the President of the National Association of Independent Schools, for which I am grateful. It offers an amazing perspective on the future needs of our current generation of students once they enter the workplace. I now give it to fellow parents as a guideline for how to steer their children's educational efforts. Book Review: Fun and Eye opening
Summary: 5 Stars
This book connects the reader with a wide ranging variety of areas. It opens one to re-imagining the world and people around us. He suggests music to listen to, books to read, web sites to visit and people to engage. He recounts his personal process in search of an answer: how do we conceive the world? It doesn't tilt into: How we Should conceive the world. Book Review: Product Development and Design Perspective.
Summary: 5 Stars
I knew from over the years that a significant number of technical jobs were heading overseas; Daniel Pink does a great job of really making the loss personal. However, he doesn't just set a doom and gloom stage for left brain thinkers, but systematically explains how to slowly begin using your right brain to create new opportunities at home.
There were several key takeaways that I found to be extremely helpful as I transform myself from and Electrical Engineer to Artistic Engineer. First, and most importantly, we "must perform work that overseas knowledge workers can't do cheaper, that computers cannot do faster, and satisfies...[the] emotional...demand of a prosperous time." The focus for me was on the emotional and "high touch" aspects of this powerful comment, since the other two aptitudes are already commoditized. I realized that for mine, and other's future, it is important to get in touch with our right brain.
The second key takeaway was how important it is to use the six senses Pink describes in order to start thinking more with your right brain. Most of the information and activities were "touchy feely", but looked more fun than grinding away at numbers. I specifically enjoyed reading the Story and Empathy aptitudes. It is true that in order to sell design that there needs to be some emotional story attached to it. Basic product attributes are no longer enough...they can just be copied. Designers need to capture the story behind the product need, and incorporate that into the design. I could not agree with Pink more when he talked about empathy and healthcare. The story about the two postmen with anthrax was tragic, but proved a point. One needs to try and put themselves in another person's situation. This is not easy to do, especially when developing new products. Many of us are taught just to focus on the specifications and product attributes and not on the user. By being more user-centric on both a physical and emotional level, one has a better chance of developing a successful product in the Conceptual Age.
The last key takeaway that I see as extremely important is the transformation of how people perceive money. Those in the eighties felt "greed is good". Those same people are now aging baby boomers who see money as less important, and meaning or purpose as more fulfilling. Some popular examples are Bill Gates and Warren Buffet. The two wealthiest people in the world are turning a lot of their time and money towards philanthropic endeavors. In fact, Bill Gates plans to take an even smaller role at Microsoft to work on his own foundation. While these are two very prominent business people, they are a microcosm of the baby boomer generation. Pink sites many examples of services are geared towards this "purpose" generation. Where he sees services, I see products. For instance, the explosion of yoga or the holistic hospital experience will require products to fill these new needs. Through market research and user-centric design we will be able to create products that are not only functional, but touch the human emotions and give the products a higher purpose.
Daniel Pink does an excellent job of capturing the reader right from the beginning. I like how he eases the left brain reader in by technically explaining what goes on in the brain when images and emotions are show during an fMRI. He validates the "touchy feely" part that left brainers are skeptical of. This sets the reader up for a natural transformation into right brain thinking.
I also liked that Pink doesn't come off as pretentious, but as "one of us" struggling to transform his thoughts. There are several examples how he self deprecates himself or more dramatically sacrifices himself for the good of the reader. A few examples are the terrible and embarrassing self portrait and the laughing group in India. I really got the sense that Pink wants to share his experiences for the good of the reader.
It's not easy convincing a left brained thinker to believe that Design, Story, Symphony, Empathy, Play and Meaning will shape the next Age in American history. Not only does Daniel Pink convince me, but I've already bought some books (Story) and music (Mozart) he recommends. Pink did a wonderful job of not only explaining the six senses, but at the end of each chapter gave helpful information on how to continue the conversation. I wanted more, and I got it. I will use what I read and incorporate into my daily routine. I'm off to join a laughing club.
Book Review: You Are Not A Corporate Misfit
Summary: 5 Stars
Dan articulated all of the things that are percolating underneath the surface in corporate America. Having spent the past 13 years in the Fortune 200, I've felt that the way I thought was "different" from most of my peers. In some roles, this different way of thinking ran counter to the "way it has always been done" and it became frustrating for me. Now, there is a real sense that especially Design, Story, Symphony are extremely valued; and these skills are scarce.
The exercises at the end of each chapter are fantastic for developing your right brain. Current right brainers will look at this as a rally cry and left brainers will understand their right brained collegues, and learn how to emulate their most positive qualities.
Jason Buschlen
Shopper Marketing Professional
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www.shoppermarketingtalk.blogspot.com