One of the plenary sessions at this meeting demonstrated the utility of Whole Brain(R) thinking.
Now, I assumed that I tried to use my whole brain most of the time, so I got the book, The Whole Brain Business Book, and read it en route to Puerto Rico. This model overlaps with a lot of other approaches to how we humans perceive the world, but it can provide a useful new frame for the problem.
Four aspects of human pattern preference occupy each quadrant of the diagram. The upper left thrives on logic and facts. The bottom left craves order and process. The lower right focuses on the human-emotional facet of things. The upper right is creative and big-picture. Many, if not most, people have a dominant quadrant. This doesn’t mean that we cannot appreciate the other perspectives; they just come less easily to us.
Many people have more than one quadrant that is relatively strong. The two upper quadrants are often found in inventors, scientists, and other creative yet data-driven types. The bottom half of the diagram, with its order and emotion, often finds professions like nursing supervisors. Those who favor the left side rely on facts, logic,and order, while those on the right tend to be idealistic.
As I read this book, I thought about the pharma booths I saw at recent clinical meetings. Ad agencies certainly know how to pull all of these perspectives into the show. Each booth featured big images, most often people living good lives with their disease (because of this drug, naturally). If not a patient image, some other emotionally charged picture appeared; fish out of water seem to be favored by pulmonary products. A tag line also dominates the big stuff, often with a message appealing to those D (upper right) quadrant folks: “Imagine a world without disease X.” Less prominent, but still big enough to catch the eye, are diagrams and graphs showing study results about the drug to start pulling in the left side of the diagram; after all, you have to get them close enough to take the reprints and package inserts that have the details they need to change their practice!
Like all models, this one cannot solve every problem of interpersonal communications. It explains a lot, if you let it. And Ann Herrmann-Nehdi put on a rollicking work-shop this morning where we all learned a lot.