New Right Brain Business Age

In the industrial age, the world economy is drive by our left-brain power - analytical strength , logic and utilitarianism. German and Japan are the best exemplar in the case, whereby, they are fast emerge again to be a formidable economy empire after defeated during world war 2. In those age, practicality and price are the essence of any businesses to outperform in the market.

In today information age, we are living in a longest peace time ever record in history civilization. We are living in the world of abundance, automation and 3 billion labour forces. In today business model, having a bunch of good engineer and high technology production system will not guarantee the success in business world. Left brain are no more sufficient to meet the consumer market today. For instance, we have a dozen of goods and services in the market now, whereby, we could virtually walk down to a 5 minutes walk shopping mall down the street to get virtually anything that we practically needed in daily life. From hygienic, entertainment, food to health care items, we have abundance of choices. All production today, compare to industrial age, are drive my automation system, manage by artificial intelligent, machines that are more efficient than human flesh in the way of left brain mechanism. Such dramatic changes has enable any business across the globe to produce a high quality product with less price. So, not the quality nor price that destine the success of a business, then what is it that matter?

In the abundance age we are living today, the key for us to outperform the rest is our right brain. The aesthetic side of our mind. Some use a different terminology like positioning or differentiate by a famous author Jack Trout. Other use the world of conceptual mind. Take for instance of a toilet brush. In the past, we purchase a toilet brush for a cheapest price, to do it job - clean the toilet bowl. That's all it mean to be marketable. But today, there are bunch of maker or factory can sell a good toilet brush. Other than it is safe and efficient to be use, other intangible element such as whimsical, beauty and colour become matter. Today people would then to buy a more expensive toilet brush than the ordinary one which possess quality such as a appearance that do not look like a toilet brush. People now are buying the art than buying the stuff. They are in buying a emotional stuff than a simple utility. This how our right brain come into play. Paula Antolleni once quote:" Design is a renaissance that combine technology, cognitive science, human need and beauty to produce something that the world does not know it was missing". Don Norman Said :" Aesthetic matter. Attractive things work better." Today, all business person need to become a designer. To think using their right brain. To create something that have identity, soul, meaning and emotion. In the new business world, it is not about price of practicality, is about the combination of "utility" and "significant". A whole new world to come that need a whole new mind to jibe.