Solving marketing challenges through symmetry

In every meeting, it seems, you have one person who embraces process and details (the left-brain thinker) and one who promotes creativity and big-picture concepts (the right-brain thinker). Many times, these team members find themselves at cross-purposes. Whose voice should be stronger? Is one side better than the other when it comes to solving marketing problems in your organization?

Data is truth, but design is a differentiator

The author Marty Neumier once said, “Don’t confuse the measurable with the meaningful.” Data is certainly important. But from the customer’s point of view, the experience of design, the nuance of product or service interaction, and the spirit of the brand essence are what separates you and defines you. If you only consider data points, you may limit the creative potential of your brand.

Balance form and function

The great American architect, Louis Sullivan spoke of a balance of right brain and left brain thinking this way: “It is the pervading law of all things organic and inorganic, of all things physical and metaphysical, of all things human and all things superhuman, of all true manifestations of the head, of the heart, of the soul, that the life is recognizable in its expression, that form ever follows function.”

The inference here is that when something is well designed, it is easily seen and acknowledged and creatively follows intent. It becomes obvious that the design followed the requirements and stood out from others. Thus, design is never superfluous. Actually, design is more important every day as the bar for user experience continues to be raised. Design and customer experience are paramount.

Customer engagement is more than data

In a word, your marketing program needs symmetry. Seek a healthy balance of design and data. Contrast the analytical thinkers in your inner circle with the creative types whose boundaries favor looking for random ways to create the wonderful. Balance those thoughts with analytics, of course. Just find a way for the right brain to shine brightly in every marketing challenge you face.

If you lean toward one approach or the other, you may find yourself out of balance with your solution. Find a balance of right-brain and left-brain thinking and you’ll find the right path.

- Mike

As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.