Iain McGilchrist’s talk hosted by the Royal Society for the Encouragement of Arts, Manufactures and Commerce as part of the RSAnimates series.
The brain and its functions remain a mystery to most of us. But it’s clear we all need to categorize and file the information we encounter in our daily lives. The sheer volume of information requires this. We all operate on a simplified version of reality. Much of marketing and branding is based on this assumption. We must simplify complex businesses or product offerings into simple brands so consumers can categorize and file them for future use.
As marketers, understanding how people perceive and categorize information is important in designing messaging and building brands. But the way our brains are programmed means we often have our blinders on. We’re not open to the unknown or things that are hard to categorize. We get reflected back into more of what we know. This creates a tunnel vision focus that affects how we live our lives.Like any part of your body the brain must be exercised. Whether it’s building muscle or training your brain, when you reach a plateau you have to change your regiment to improve your results. For your mind this means seeking new experiences, maybe that’s a book, conversation or travel – just as long as it’s something (or someone) you’re normally not exposed to. This helps you gain perspective on both your work and your life and makes better use of that big brain of yours.
“There is a paradoxical relationship between the knowledge of the parts and wisdom of the whole”. – Iain McGilchrist
“The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the servant and has forgotten the gift.” – Albert Einstein