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Reverse Psychology Marketing Indrajit Sinha Thomas Foscht

Keep aside your knowledge of the five senses, when you pick up Daniel H. Pink’s A Whole New Mind ( www.penguin.com). For, he’d introduce you to ‘six essential R-directed aptitu des,’ or the six senses, namely, design, story, symphony, empathy, play and meaning. The ‘R,’ as you might have guessed, is a reference to the right brain.

“The last few decades have belonged to a certain kind of person with a certain kind of mind – computer programmers who could crank code, lawyers who could craft contracts, MBAs who could crunch numbers. But the keys to the kingdom are changing hands,” opens the intro, on a tectonic note. The future, says Pink, belongs to creators, empathisers, pattern recognisers, and meaning makers. “These people – artists, inventors, designers, storytellers, caregivers, consolers, big picture thinkers – will now reap society’s richest rewards and share its greatest joys.” Abundance, Asia and automation are the three As that are tilting the scales in favour of R-directed thinking, the author discovers. “Abundance has satisfied, and even oversatisfied, the material needs of millions – boosting the significance of beauty and emotion and accelerating individuals’ search for meaning.”

Asia, as an offshoring destination, is lifting loads of ‘routine, white-collar, L-directed work’ off the backs of the developed world. “And abundance has begun to affect this generation’s white-collar workers in much the same way it did last generation’s blue-collar workers, requiring L-directed professionals to develop aptitudes that computers can’t do better, faster, or cheaper.” Businesses in this ‘high-concept, high-touch’ age are realising that the only way to differentiate their goods and services is to make their offerings ‘physically beautiful and emotionally compelling.’ Which explains why the fashion-savvy MFA is ‘the new MBA’! Forceful presentation.

D. Murali

http://BookPeek.blogspot.com

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