Book Review: A Whole New Mind: Why Right-brainers Will Rule the Future by Daniel Pink

Something new for the blog, a book review; I'm not particularly one for reviewing books, especially in writing but I enjoyed this one so much I thought I should recommend it.



I came across Daniel Pink's book whilst looking for some books regarding well-being particularly in relation to community and economy. I started it three nights ago and by lunch time today had finished it (excessive train travels helps!), having been completely engrossed by it. Without wanting to spend too much time reviewing the book I'll outline the ideas that run through it.

Pink starts by introducing a historical narrative of the progression of human society through 4 main 'ages':

1. Agricultural Age (farmers)
2. Industrial Age (factory workers)
3. Information Age (knowledge workers)
4. Conceptual Age (creators and empathisers)

Number 4, the conceptual age is a new idea and is the focus of the book. Pink argues that logical, 'left-sided' thinking has got us to the stage of society that we currently find ourselves at but that this is no longer sufficient for us to survive and develop. What is needed is for 'right-sided' creative thinking to become more prevalent, to support the still essential linear and processing skills of the left-sided thinkers. Obviously this struck a chord with me, what with being in a creative industry, but Pink aims his book at everybody, from lawyers to architects. He identifies three trends that offer challenges to the future of Western industry, the "3 A's": Asia, Abundance and Automation. That is:

1. Can someone overseas do it cheaper? Outsourcing of jobs to Asia, particularly India and China.
   
2. Is what I'm offering in demand in an age of abundance? Our society has never been wealthier and more in possession of material goods.
   
3. Can a computer do it faster?

The book offers solutions to these questions, as an example whilst software programming may be outsourced to India, where similarly trained workers can do the job cheaper. However, someone still needs to have the intuition and creativity to create that software, that cannot be outsourced as easily due to local requirements, meetings, etc.

Pink offers 6 'senses' through which to deal with these new challenges:

1. Design - Moving beyond function to engage the sense.
2. Story - Narrative added to products and services - not just argument. Best of the six senses.
3. Symphony - Adding invention and big picture thinking (not just detail focus).
4. Empathy - Going beyond logic and engaging emotion and intuition.
5. Play - Bringing humour and light-heartedness to business and products.
6. Meaning - Immaterial feelings and values of products.

As well as offering an explanation of these terms, the book provides a 'portfolio', or set of examples through which you can practice them and increase your creativity. One of these suggestions is to join a 'Laughing Club'; I'm currently on the lookout for my local one!

From a personal perspective, it seems obvious to me that these 6 'senses' identify exactly what we're trying to achieve in the Grad Dip course and especially in our thesis projects. It certainly helped to focus my thoughts.

Anyway, a late night review cannot do this book enough justice; whether a creative type or not I fully recommend getting yourself a copy of this book, it may not change your life but it might just help it.