RIGHT BRAIN = CREATIVITY + EMOTIONAL ACUMEN + CONVICTION

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Being attuned to the emotions of others is key to leading meetings where stakeholders feel comfortable enough to check their egos at the door and collaborate freely. Building partnerships and facilitating employee engagement also benefit from a smart emotional approach. Striking the right chord with your audience to help them feel intuitively how your brand adds value to their lives is also a highly emotional aspect of business. As much as hard data is measurable, the benefits that come from making your users feel that you care about their needs is nearly incalculable.

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LEFT BRAIN = STRATEGY + ANALYTICAL APTITUDE + LOGIC

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We are a data-driven society, and effective business strategies are driven by our collection, analysis and response to that data. I think of it like being able to identify and categorize the trees while still seeing the larger forest they create, then predicting its overall impact on the world. Defining tactical strategies through a big-picture view keeps the details sharp and the results on-target.

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GOOD DESIGN = DUAL-BRAIN THINKING + AUDIENCE UNDERSTANDING + BOUNDARY PUSHING

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It's not enough to be a good designer. If the product doesn't perform, you fail. If the audience doesn't relate to it, you fail. If you simply do what others are doing, you fail. Good design answers a need in a style that is bold, clear and direct.