The "new integration": left brain meet right brain.

I'm a fan of tapping both sides of the brain, in fact it's why I most enjoy this profession. We marketers frequently jockey between left-brain analytical solutions and right-brain creative strategies...but perhaps more of us need to rely on both sides as rule, not exception. And perhaps the "new integration" isn't cross platform, it's cross thinking.

Before the new economy--which went from being hailed "The Information Economy" to being coined "The Creative Economy"--marketers who employed a comprehensive, full-brain approach to problem solving  or innovation were viewed as unique thinkers. Now our success is depending upon how well we integrate logic + reasoning with imagination + creativity. Wrap your (entire) mind around that and definitely check out Ted Mininni's "Left Brain, Right Brain: Creating a New Business Model" article. In it he explains how integrated thinking has spawned innovations like Starbucks and Swiffer...and even how Einstein's theory of relativity was fueled as much by imagination as intellect.

Thanks to Ted Mininni and MarketingProfs for the great read.