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PRAISE FOR

A Whole New Mind


This book is a miracle. On the one hand it !ro"ides a com!letel# ori$inal and !ro%o&nd anal#sis o% the most !ressin$ !ersonal and economic iss&e o% the da#s ahead'how the $ar$ant&an chan$es wro&$ht b# technolo$# and $lobali(ation are $oin$ to im!act the wa# we li"e and work and ima$ine o&r world. Then )an Pink !ro"ides an e*&all# ori$inal and !ro%o&nd and !ractical $&idebook %or s&r"i"al'and +o#'in this to!s#,t&r"# en"ironment. I was mo"ed and dist&rbed and e-hilarated all at once. A %ew #ears a$o Peter )r&cker wondered whether the modern econom# wo&ld e"er %ind its .o!ernic&s. With this remarkable book we +&st ma# ha"e disco"ered o&r .o!ernic&s %or the bra"e new a$e that/s acceleratin$ into bein$.0 'Tom Peters 1Pink/s2 ideas and a!!roaches are wise com!assionate and s&!!orti"e o% a "ariet# o% !ersonal and !ro%essional endea"ors. It/s a !leasant and s&r!risin$l# entertainin$ little tri! as he e-!lores the workin$s o% the brain celebrates the !roli%eration and democrati(ation o% Tar$et/s desi$ner !rod&cts and learns to draw and !la# $ames all as a means o% ill&stratin$ wa#s we can think and li"e in a better more meanin$%&l and !rod&cti"e manner. What s&r!rised me abo&t this book is how Pink reali(ed that to em!ower indi"id&als it/s necessar# to reall# &nderstand and act &!on the !ower%&l socioeconomic %orces that sha!e the world econom#. 3nlike man# o% the recent -eno!hobic screeds that rail a$ainst the e"ils o% o&tso&rcin$ Pink has %i$&red o&t se"eral !aths that indi"id&als and societ# can !&rs&e that !la# to o&r stren$ths. So i% Pink is correct we/re almost there. All it ma# take is %or indi"id&als and instit&tions to reco$ni(e this realit# b# &sin$ the tools we alread# !ossess. And that ma# well re*&ire A Whole New Mind.0 'The Miami 4erald. Since Pink/s5Free A$ent Nation has become a cornerstone o% em!lo#ee,mana$ement relations e-!ect +&st as m&ch b&(( aro&nd his latest theor#.0 'P&blishers Weekl# A bree(# $ood,h&mored read5For those wishin$ to $i"e their own creati"e m&scles a worko&t the book is %&ll o% e-ercises and reso&rces.0 '4ar"ard 6&siness Re"iew Former White 4o&se s!eechwriter )aniel 4. Pink an in%ormed and insi$ht%&l commentator on social economic and c&lt&ral trends has *&estioned the con"entional wisdom %rom which most Americans draw their thinkin$ on the wa# the world works. The a&thor o% this well, researched and deli$ht%&ll# well,written treatise deli"ers that assertion a%ter trans!ortin$ the reader thro&$h a conscio&sness,awakenin$ e-amination o% how the in%ormation a$e characteri(ed !redominantl# b# 7,)irected 8le%t brain9 Thinkin$ is bein$ s&!erseded b# an a$e o% hi$h conce!t and to&ch which brin$s R,)irected 8ri$ht brain9 Thinkin$ more into !la#. The 7, )irected Thinkin$ is !artic&larl# in e"idence in the $&idance he !ro"ides to readers in what to read where to $o and what to do to learn how to more %&ll# en$a$e their ri$ht hemis!heres.0 'Fort Worth Star,Tele$ram

Will $i"e #o& a new wa# to look at #o&r work #o&r talent #o&r %&t&re.0 'Worthwhile Read this book. E"en more im!ortant $i"e this book to #o&r children.0 'Alan Webber %o&ndin$ editor o% Fast .om!an# :Ab&ndance Asia and a&tomation./ Tr# sa#in$ that !hrase %i"e times *&ickl# beca&se i% #o& don/t take these words into serio&s consideration there is a $ood chance that sooner or later #o&r career will s&%%er beca&se o% one o% those %orces. Pink bestsellin$ a&thor o% Free A$ent Nation and also %ormer chie% s!eechwriter %or %ormer "ice !resident Al ;ore has cra%ted a !ro%o&nd read !acked with an ab&ndance o% re%erences to books seminars websites and s&ch to $&ide #o&r ad+&stment to e-!andin$ #o&r ri$ht brain i% #o& !lan to s&r"i"e and !ros!er in the Western world.0 '6ooklist

A W4O7E NEW MIN)


W4< RI;4T,6RAINERS WI77 R37E T4E F3T3RE

)aniel 4. Pink
RI=ER4EA) 6OO>S New <ork

T4E 6ER>7E< P367IS4IN; ;RO3P P&blished b# the Pen$&in ;ro&! Pen$&in ;ro&! 83SA9 Inc. ?@A 4&dson Street New <ork New <ork BCCBF 3SA Pen$&in ;ro&! 8.anada9 GC E$linton A"en&e East S&ite @CC Toronto Ontario MFP H<? .anada 8a di"ision o% Pearson Pen$&in .anada Inc.9 Pen$&in 6ooks 7td. IC Strand 7ondon W.HR CR7 En$land Pen$&in ;ro&! Ireland HA St. Ste!hen/s ;reen )&blin H Ireland 8a di"ision o% Pen$&in 6ooks 7td.9 Pen$&in ;ro&! 8A&stralia9 HAC .amberwell Road .amberwell =ictoria ?BHF A&stralia 8a di"ision o% Pearson A&stralia ;ro&! Pt#. 7td.9 Pen$&in 6ooks India P"t. 7td. BB .omm&nit# .entre Panchsheel Park New )elhi'BBC CB@ India Pen$&in ;ro&! 8NJ9 cnr Airborne and Rosedale Roads Alban# A&ckland B?BC New Jealand 8a di"ision o% Pearson New Jealand 7td.9 Pen$&in 6ooks 8So&th A%rica9 8Pt#.9 7td. HF St&rdee A"en&e Rosebank Kohannesb&r$ HBGL So&th A%rica Pen$&in 6ooks 7td. Re$istered O%%icesM IC Strand 7ondon W.HR CR7 En$land While the a&thor has made e"er# e%%ort to !ro"ide acc&rate tele!hone n&mbers and Internet addresses at the time o% !&blication neither the !&blisher nor the a&thor ass&mes an# res!onsibilit# %or errors or %or chan$es that occ&r a%ter !&blication. The !&blisher does not ha"e an# control o"er and does not ass&me an# res!onsibilit# %or a&thor or third,!art# websites or their content. .o!#ri$ht N HCCA HCCL b# )aniel 4. Pink .o"er and ste!back desi$n b# 6en+amin ;ibson .o"er and ste!back art b# .SA Ima$es All ri$hts reser"ed. No !art o% this book ma# be re!rod&ced scanned or distrib&ted in an# !rinted or electronic %orm witho&t !ermission. Please do not !artici!ate in or enco&ra$e !irac# o% co!#ri$hted materials in "iolation o% the a&thor/s ri$hts. P&rchase onl# a&thori(ed editions. RI=ER4EA) is a re$istered trademark o% Pen$&in ;ro&! 83SA9 Inc. The RI=ER4EA) lo$o is a trademark o% Pen$&in ;ro&! 83SA9 Inc. The 7ibrar# o% .on$ress has catalo$&ed the Ri"erhead hardco"er edition as %ollowsM Pink )aniel 4. A whole new mindM mo"in$ %rom the In%ormation A$e to the .once!t&al A$e O )aniel 4. Pink. !. cm. Incl&des biblio$ra!hical re%erences and inde-. IS6NM B,BCB,BA@GC,G B..reati"e thinkin$. H. S&ccess'Ps#cholo$ical as!ects. I. Title. 6FFCI.PFG HCCA HCCFCALGFI BAI'dcHH

In memor# o% MO77IE 7A=IN

.ONTENTS
Introd&ction
PART ONE

The .once!t&al A$e One Ri$ht 6rain Risin$ Two Ab&ndance Asia and A&tomation Three 4i$h .once!t 4i$h To&ch
PART TWO

The Si- Senses Introd&cin$ the Si- Senses Fo&r )esi$n Fi"e Stor# Si- S#m!hon# Se"en Em!ath# Ei$ht Pla# Nine Meanin$ A%terword Notes Acknowled$ments Inde-

I ha"e known stron$ minds with im!osin$ &ndo&btin$ .obbett,like mannersP b&t I ha"e ne"er met a $reat mind o% this sort. The tr&th is a $reat mind m&st be andro$#no&s.0 'SAM3E7 TA<7OR .O7ERI);E

INTRO)3.TION

The last %ew decades ha"e belon$ed to a certain kind o% !erson with a certain kind o%
mind'com!&ter !ro$rammers who co&ld crank code law#ers who co&ld cra%t contracts M6As who co&ld cr&nch n&mbers. 6&t the ke#s to the kin$dom are chan$in$ hands. The %&t&re belon$s to a "er# di%%erent kind o% !erson with a "er# di%%erent kind o% mind'creators and em!athi(ers !attern reco$ni(ers and meanin$ makers. These !eo!le'artists in"entors desi$ners stor#tellers care$i"ers consolers bi$ !ict&re thinkers'will now rea! societ#/s richest rewards and share its $reatest +o#s. This book describes a seismic'tho&$h as #et &ndetected'shi%t now &nder wa# in m&ch o% the ad"anced world. We are mo"in$ %rom an econom# and a societ# b&ilt on the lo$ical linear com!&terlike ca!abilities o% the In%ormation A$e to an econom# and a societ# b&ilt on the in"enti"e em!athic bi$,!ict&re ca!abilities o% what/s risin$ in its !lace the .once!t&al A$e. A Whole New Mind is %or an#one who wants to s&r"i"e and thri"e in this emer$in$ world'!eo!le &neas# in their careers or dissatis%ied with their li"es entre!rene&rs and b&siness leaders ea$er to sta# ahead o% the ne-t wa"e !arents who want to e*&i! their children %or the %&t&re and the le$ions o% emotionall# ast&te and creati"el# adroit !eo!le whose distincti"e abilities the In%ormation A$e has o%ten o"erlooked and &nder"al&ed. In this book #o& will learn the si- essential a!tit&des'what I call the si- senses0'on which !ro%essional s&ccess and !ersonal satis%action increasin$l# will de!end. )esi$n. Stor#. S#m!hon#. Em!ath#. Pla#. Meanin$. These are %&ndamentall# h&man abilities that e"er#one can master'and hel!in$ #o& do that is m# $oal. A .4AN;E o% s&ch ma$nit&de is com!le-. 6&t the ar$&ment at the heart o% this book is sim!le. For nearl# a cent&r# Western societ# in $eneral and American societ# in !artic&lar has been dominated b# a %orm o% thinkin$ and an a!!roach to li%e that is narrowl# red&cti"e and dee!l# anal#tical. O&rs has been the a$e o% the knowled$e worker 0 the well,ed&cated mani!&lator o% in%ormation and de!lo#er o% e-!ertise. 6&t that is chan$in$. Thanks to an arra# o% %orces'material ab&ndance that is dee!enin$ o&r nonmaterial #earnin$s $lobali(ation that is shi!!in$ white,collar work o"erseas and !ower%&l technolo$ies that are eliminatin$ certain kinds o% work alto$ether'we are enterin$ a new a$e. It is an a$e animated b# a di%%erent %orm o% thinkin$ and a new a!!roach to li%e'one that !ri(es a!tit&des that I call hi$h conce!t0 and hi$h to&ch.0B 4i$h conce!t in"ol"es the ca!acit# to detect !atterns and o!!ort&nities to create artistic and emotional bea&t# to cra%t a satis%#in$ narrati"e and to combine seemin$l# &nrelated ideas into somethin$ new. 4i$h to&ch in"ol"es the abilit# to em!athi(e with others to &nderstand the s&btleties o% h&man interaction to %ind +o# in one/s sel% and to elicit it in others and to stretch be#ond the *&otidian in !&rs&it o% !&r!ose and meanin$. As it ha!!ens there/s somethin$ that enca!s&lates the chan$e I/m describin$'and it/s ri$ht inside #o&r head. O&r brains are di"ided into two hemis!heres. The le%t hemis!here is se*&ential lo$ical and anal#tical. The ri$ht hemis!here is nonlinear int&iti"e and holistic. These distinctions ha"e o%ten been caricat&red. And o% co&rse we enlist both hal"es o% o&r brains %or e"en the sim!lest tasks. 6&t the well,established di%%erences between the two hemis!heres o% the brain #ield a !ower%&l meta!hor %or inter!retin$ o&r !resent and $&idin$ o&r %&t&re. Toda# the de%inin$ skills o% the !re"io&s era'the le%t brain0 ca!abilities that !owered the In%ormation A$e'are necessar# b&t no lon$er s&%%icient. And the ca!abilities we

once disdained or tho&$ht %ri"olo&s'the ri$ht,brain0 *&alities o% in"enti"eness em!ath# +o#%&lness and meanin$'increasin$l# will determine who %lo&rishes and who %lo&nders. For indi"id&als %amilies and or$ani(ations !ro%essional s&ccess and !ersonal %&l%illment now re*&ire a whole new mind. A FEW WOR)S abo&t the or$ani(ation o% this book. Perha!s not s&r!risin$l# A Whole New Mind is itsel% hi$h conce!t and hi$h to&ch. Part One'the .once!t&al A$e'la#s o&t the broad animatin$ idea. .ha!ter B !ro"ides an o"er"iew o% the ke# di%%erences between o&r le%t and ri$ht hemis!heres and e-!lains wh# the str&ct&re o% o&r brains o%%ers s&ch a !ower%&l meta!hor %or the conto&rs o% o&r times. In .ha!ter H I make a resol&tel# hardheaded case desi$ned to a!!eal to the most le%t,brained amon$ #o& %or wh# three h&$e social and economic %orces'Ab&ndance Asia and A&tomation'are n&d$in$ &s into the .once!t&al A$e. .ha!ter ? e-!lains hi$h conce!t and hi$h to&ch and ill&strates wh# !eo!le who master these abilities will set the tem!o o% modern li%e. Part Two'the Si- Senses'is hi$h to&ch. It co"ers the si- essential abilities #o&/ll need to make #o&r wa# across this emer$in$ landsca!e. )esi$n. Stor#. S#m!hon#. Em!ath#. Pla#. Meanin$. I de"ote one cha!ter to each o% these si- senses describin$ how it is bein$ !&t to &se in b&siness and e"er#da# li%e. Then at the end o% each o% these cha!ters marked o%% b# shaded !a$es is a Port%olio'a collection o% tools e-ercises and %&rther readin$ c&lled %rom m# research and tra"els that can hel! #o& s&r%ace and shar!en that sense. In the co&rse o% the nine cha!ters o% this book we/ll co"er a lot o% $ro&nd. We/ll "isit a la&$hter cl&b in 6omba# to&r an inner,cit# American hi$h school de"oted to desi$n and learn how to detect an insincere smile an#where in the world. 6&t we need to start o&r +o&rne# in the brain itsel%'to learn how it works be%ore we learn how to work it. So the !lace to be$in is the National Instit&tes o% 4ealth in 6ethesda Mar#land where I/m stra!!ed down %lat on m# back and st&%%ed inside a $ara$e,si(e machine that is !&lsin$ electroma$netic wa"es thro&$h m# sk&ll.

PART ONE

The .once!t&al A$e

RI;4T 6RAIN RISIN;

The %irst thin$ the# do is attach electrodes to m# %in$ers to see how m&ch I sweat. I% m# mind
attem!ts dece!tion m# !ers!iration will rat me o&t. Then the# lead me to the stretcher. It/s swaddled in crinkl# bl&e !a!er the kind that r&stles &nder #o&r le$s when #o& climb onto a doctor/s e-amination table. I lie down the back o% m# head restin$ in the recessed !ortion o% the stretcher. O"er m# %ace the# swin$ a ca$elike mask similar to the one &sed to m&((le 4annibal 7ecter. I s*&irm. 6i$ mistake. A technician reaches %or a roll o% thick adhesi"e. <o& can/t mo"e 0 she sa#s. We/re $oin$ to need to ta!e #o&r head down.0 O&tside this $ar$ant&an $o"ernment b&ildin$ a li$ht Ma# rain is %allin$. Inside'smack in the center o% a chill# room in the s&bbasement'I/m $ettin$ m# brain scanned. I/"e li"ed with m# brain %or %ort# #ears now b&t I/"e ne"er act&all# seen it. I/"e looked at drawin$s and ima$es o% other !eo!le/s brains. 6&t I don/t ha"e a cl&e as to what m# own brain looks like or how it works. Now/s m# chance. For a while now I/"e been wonderin$ what direction o&r li"es will take in these o&tso&rced a&tomated &!side,down times'and I/"e be$&n to s&s!ect that the cl&es mi$ht be %o&nd in the wa# the brain is or$ani(ed. So I/"e "ol&nteered to be !art o% the control $ro&!'what researchers call health# "ol&nteers0'%or a !ro+ect at the National Instit&te o% Mental 4ealth o&tside Washin$ton )... The st&d# in"ol"es ca!t&rin$ ima$es o% brains at rest and at work which means I/ll soon $et to see the or$an that/s been leadin$ me aro&nd these !ast %o&r decades'and in the !rocess !erha!s $ain a clearer "iew o% how all o% &s will na"i$ate the %&t&re. The stretcher I/m on +&ts %rom the middle o% a ;E Si$na ?T one o% the world/s most ad"anced ma$netic resonance ima$in$ 8MRI9 machines. This QH.A million bab# &ses a !ower%&l ma$netic %ield to $enerate hi$h,*&alit# ima$es o% the inside o% the h&man bod#. It/s a h&$e !iece o% e*&i!ment s!annin$ nearl# ei$ht %eet on each side and wei$hin$ more than ?A CCC !o&nds. At the center o% the machine is a circ&lar o!enin$ abo&t two %eet in diameter. The technicians slide m# stretcher thro&$h the o!enin$ and into the hollowed,o&t core that %orms the bell# o% this beast. With m# arms !inned b# m# side and the ceilin$ abo&t two inches abo"e m# nose I %eel like I/"e been crammed into a tor!edo t&be and %or$otten. T.4>>R T.4>>R T.4>>R $oes the machine. T.4>>R T.4>>R T.4>>R It so&nds and %eels like I/m wearin$ a helmet that somebod# is ta!!in$ %rom the o&tside. Then I hear a "ibratin$ JJJ4444R %ollowed b# silence %ollowed b# another JJJ4444R and then more silence. A%ter a hal% ho&r the#/"e $ot a !ict&re o% m# brain. To m# sli$ht disma# it looks !rett# m&ch like e"er# other brain I/"e seen in te-tbooks. R&nnin$ down the center is a thin "ertical rid$e that clea"es the brain into two seemin$l# e*&al sections. This %eat&re is so !rominent that it/s the %irst thin$ a ne&rolo$ist notes when he ins!ects the ima$es o% m# oh,so,&ne-ce!tional brain. 1The2 cerebral hemis!heres 0 he re!orts are $rossl# s#mmetric.0 That is the three, !o&nd cl&m! inside m# sk&ll like the three,!o&nd cl&m! inside #o&rs is di"ided into two connected hal"es. One hal% is called the le%t hemis!here the other the ri$ht hemis!here. The two hal"es look the same b&t in %orm and %&nction the# are *&ite di%%erent as the ne-t !hase o% m# stint as a ne&rolo$ical $&inea !i$ was abo&t to demonstrate. That initial brain scan was like sittin$ %or a !ortrait. I reclined m# brain !osed and the machine !ainted the !ict&re. While science can learn a $reat deal %rom these brain !ortraits a newer techni*&e'called %&nctional ma$netic resonance ima$in$ 8%MRI9'can ca!t&re !ict&res o% the brain in action. Researchers ask s&b+ects to do somethin$ inside the machine'h&m a t&ne

listen to a +oke sol"e a !&((le'and then track the !arts o% the brain to which blood %lows. What res&lts is a !ict&re o% the brain s!otted with colored blotches in the re$ions that were acti"e'a satellite weather ma! showin$ where the brain clo&ds were $atherin$. This techni*&e is re"ol&tioni(in$ science and medicine #ieldin$ a dee!er &nderstandin$ o% a ran$e o% h&man e-!erience'%rom d#sle-ia in children to the mechanisms o% Al(heimer/s disease to how !arents res!ond to babies/ cries. The technicians slide me back inside the hi$h,tech Prin$les can. This time the#/"e set &! a !erisco!elike contra!tion that allows me to see a slide screen o&tside the machine. In m# ri$ht hand is a small clicker its cord attached to their com!&ters. The#/re abo&t to !&t m# brain to work'and !ro"ide me with a meta!hor %or what it will take to thri"e in the twent#,%irst cent&r#. M# %irst task is sim!le. The# dis!la# on the screen a black,and,white !hoto o% a %ace %i-ed in an e-treme e-!ression. 8A woman who looks as i% <ao Min$ +&st ste!!ed on her toe. Or a %ellow who a!!arentl# has +&st remembered that he le%t home witho&t !&ttin$ on !ants.9 Then the# remo"e that %ace and %lash on the screen two !hotos o% a di%%erent !erson. 3sin$ the b&ttons on m# clicker I/m s&!!osed to indicate which o% those two %aces e-!resses the same emotion as the initial %ace. For e-am!le the researchers show me this %aceM

Then the# remo"e it and show me these two %acesM

I click the b&tton on the ri$ht beca&se the %ace on the ri$ht e-!resses the same emotion as the earlier %ace. The task i% #o&/ll !ardon the e-!ression is a no,brainer.

When the %acial matchin$ e-ercise is o"er we mo"e to another test o% !erce!tion. The researchers show me %ort#,ei$ht color !hotos one a%ter another in the manner o% a slide show. I click the a!!ro!riate b&tton to indicate whether the scene takes !lace indoors or o&tdoors. These !hotos occ&!# two e-tremes. Some are bi(arre and dist&rbin$P others are banal and ino%%ensi"e. The !hotos incl&de a co%%ee m&$ sittin$ on a co&nter se"eral !eo!le brandishin$ $&ns a toilet o"er%lowin$ with waste a lam! and a %ew e-!losions. For instance the researchers dis!la# an ima$e like thisM S

So I click the b&tton that indicates that this scene takes !lace inside. The task re*&ires that I concentrate b&t I don/t m&ch strain. The e-ercise %eels abo&t the same as the !re"io&s one. What ha!!ens inside m# brain howe"er tells a di%%erent stor#. When the brain scans a!!ear on the com!&ters the# show that when I looked at the $rim %acial e-!ressions the ri$ht side o% m# brain s!ran$ into action and enlisted other !arts o% that hemis!here. When I looked at the scar# scenes m# brain instead called in $reater s&!!ort %rom the le%t hemis!here.B O% co&rse !arts o% both sides worked on each task. And I %elt !recisel# the same d&rin$ each e-ercise. 6&t the %MRI clearl# showed that %or %aces m# ri$ht hemis!here res!onded more than m# le%t'and %or $&n,wieldin$ bad $&#s and similar !redicaments m# le%t hemis!here took the lead. Wh#T

The Ri$ht 8and 7e%t9 St&%%


O&r brains are e-traordinar#. The t#!ical brain consists o% some BCC billion cells each o% which connects and comm&nicates with &! to BC CCC o% its collea$&es. To$ether the# %or$e an elaborate network o% some one *&adrillion 8B CCC CCC CCC CCC CCC9 connections that $&ides how we talk eat breathe and mo"e. Kames Watson who won the Nobel Pri(e %or hel!in$ disco"er )NA described the h&man brain as the most com!le- thin$ we ha"e #et disco"ered in o&r &ni"erse.0H 8Wood# Allen meanwhile called it m# second %a"orite or$an.09 <et %or all the brain/s com!le-it# its broad to!o$ra!h# is sim!le and s#mmetrical. Scientists ha"e lon$ known that a ne&rolo$ical Mason,)i-on 7ine di"ides the brain into two re$ions. And &ntil s&r!risin$l# recentl# the scienti%ic establishment considered the two re$ions se!arate b&t &ne*&al. The le%t side the theor# went was the cr&cial hal% the hal% that made &s h&man. The ri$ht side was s&bsidiar#'the remnant some ar$&ed o% an earlier sta$e o% de"elo!ment. The le%t hemis!here was rational anal#tic and lo$ical'e"er#thin$ we e-!ect in a brain. The ri$ht hemis!here was m&te nonlinear and instincti"e'a "esti$e that nat&re had desi$ned %or a !&r!ose that h&mans had o&t$rown. As %ar back as the a$e o% 4i!!ocrates !h#sicians belie"ed that the le%t side the same side that ho&sed the heart was the essential hal%. And b# the BICCs scientists be$an to acc&m&late

e"idence to s&!!ort that "iew. In the BILCs French ne&rolo$ist Pa&l 6roca disco"ered that a !ortion o% the le%t hemis!here controlled the abilit# to s!eak lan$&a$e. A decade later a ;erman ne&rolo$ist named .arl Wernicke made a similar disco"er# abo&t the abilit# to &nderstand lan$&a$e. These disco"eries hel!ed !rod&ce a con"enient and com!ellin$ s#llo$ism. 7an$&a$e is what se!arates man %rom beast. 7an$&a$e resides on the le%t side o% the brain. There%ore the le%t side o% the brain is what makes &s h&man. This "iew !re"ailed %or m&ch o% the ne-t cent&r#'&ntil a so%t,s!oken .altech !ro%essor named Ro$er W. S!err# resha!ed o&r &nderstandin$ o% o&r brains and o&rsel"es. In the BGACs S!err# st&died !atients who had e!ile!tic sei(&res that had re*&ired remo"al o% the cor!&s callos&m the thick b&ndle o% some ?CC million ner"e %ibers that connects the brain/s two hemis!heres. In a set o% e-!eriments on these s!lit,brain0 !atients S!err# disco"ered that the established "iew was %lawed. <es o&r brains were di"ided into two hal"es. 6&t as he !&t it The so,called s&bordinate or minor hemis!here which we had %ormerl# s&!!osed to be illiterate and mentall# retarded and tho&$ht b# some a&thorities to not e"en be conscio&s was %o&nd to be in %act the s&!erior cerebral member when it came to !er%ormin$ certain kinds o% mental tasks.0 In other words the ri$ht wasn/t in%erior to the le%t. It was +&st di%%erent. There a!!ear to be two modes o% thinkin$ 0 S!err# wrote re!resented rather se!aratel# in the le%t and ri$ht hemis!heres res!ecti"el#.0 The le%t hemis!here reasoned se*&entiall# e-celled at anal#sis and handled words. The ri$ht hemis!here reasoned holisticall# reco$ni(ed !atterns and inter!reted emotions and non"erbal e-!ressions. 4&man bein$s were literall# o% two minds. This research hel!ed earn S!err# a Nobel Pri(e in medicine and %ore"er altered the %ields o% !s#cholo$# and ne&roscience. When S!err# died in BGGF The New <ork Times memoriali(ed him as the man who o"ert&rned the !re"ailin$ orthodo-# that the le%t hemis!here was the dominant !art o% the brain.0 4e was the rare scientist said the Times whose e-!eriments !assed into %olklore.0? S!err# tho&$h had some hel! trans!ortin$ his ideas %rom the laborator# to the li"in$ room'in !artic&lar a .ali%ornia State 3ni"ersit# art instr&ctor named 6ett# Edwards. In BG@G Edwards !&blished a wonder%&l book titled )rawin$ on the Ri$ht Side o% the 6rain. Edwards re+ected the notion that some !eo!le +&st aren/t artistic. )rawin$ is not reall# "er# di%%ic&lt 0 she said. Seein$ is the !roblem.0F And the secret to seein$'reall# seein$'was *&ietin$ the boss# know,it,all le%t brain so the mellower ri$ht brain co&ld do its ma$ic. Altho&$h some acc&sed Edwards o% o"ersim!li%#in$ the science her book became a bestseller and a sta!le o% art classes. 8We/ll learn abo&t Edwards/s techni*&es in .ha!ter L.9 Thanks to S!err#/s !ioneerin$ research Edwards/s skill%&l !o!&lari(ation and the ad"ent o% technolo$ies like the %MRI that allow researchers to watch the brain in action the ri$ht hemis!here toda# has achie"ed a meas&re o% le$itimac#. It/s real. It/s im!ortant. It hel!s make &s h&man. No ne&roscientist worth her Ph) e"er dis!&tes that. <et be#ond the ne&roscience labs and brain,ima$in$ clinics two misconce!tions abo&t the ri$ht side o% the brain !ersist.

The Wron$ St&%%


These two misconce!tions are o!!osite in s!irit b&t similar in silliness. The %irst considers the ri$ht brain a sa"iorP the second considers it a sabote&r. Adherents o% the sa"ior "iew ha"e climbed aboard the scienti%ic e"idence on the ri$ht hemis!here and raced %rom le$itimac# to re"erence. The# belie"e that the ri$ht brain is the re!ositor# o% all that is $ood and +&st and noble in the h&man condition. As ne&roscientist Robert Ornstein !&ts it in The Ri$ht Mind one o% the better books on this s&b+ectM Man# !o!&lar writers ha"e written that the ri$ht hemis!here is the ke# to e-!andin$ h&man tho&$ht s&r"i"in$ tra&ma healin$ a&tism and more. It/s $oin$ to sa"e &s. It/s the seat o%

creati"it# o% the so&l and e"en $reat casserole ideas.A Oh m#. O"er the #ears !eddlers o% the sa"ior theor# ha"e tried to con"ince &s o% the "irt&es o% ri$ht,brain cookin$ and ri$ht,brain dietin$ ri$ht,brain in"estin$ and ri$ht,brain acco&ntin$ ri$ht,brain +o$$in$ and ri$ht,brain horseback ridin$'not to mention ri$ht,brain n&merolo$# ri$ht,brain astrolo$# and ri$ht,brain lo"emakin$ the last o% which ma# well lead to babies who/ll e"ent&all# achie"e $reatness b# eatin$ ri$ht,brain break%ast cereal !la#in$ with ri$ht, brain blocks and watchin$ ri$ht,brain "ideos. These books !rod&cts and seminars o%ten contain a "alid n&$$et or two'b&t in $eneral the# are !ositi"el# %oolish. E"en worse this cascade o% baseless New A$e $obbled#$ook has o%ten ser"ed to de$rade rather than enhance !&blic &nderstandin$ o% the ri$ht hemis!here/s sin$&lar o&tlook. Partl# in res!onse to the tide o% inane thin$s that ha"e been said abo&t the ri$ht brain a second contrar# bias has also taken hold. This "iew $r&d$in$l# acknowled$es the ri$ht hemis!here/s le$itimac# b&t belie"es that em!hasi(in$ so,called ri$ht,brain thinkin$ risks sabota$in$ the economic and social !ro$ress we/"e made b# a!!l#in$ the %orce o% lo$ic to o&r li"es. All that st&%% that the ri$ht hemis!here does'inter!retin$ emotional content int&itin$ answers !ercei"in$ thin$s holisticall#'is lo"el#. 6&t it/s a side dish to the main co&rse o% tr&e intelli$ence. What distin$&ishes &s %rom other animals is o&r abilit# to reason anal#ticall#. We are h&mans hear &s calc&late. That/s what makes &s &ni*&e. An#thin$ else isn/t sim!l# di%%erentP it/s less. And !a#in$ too m&ch attention to those arts#%arts# to&ch#,%eel# elements will e"ent&all# d&mb &s down and screw &s &!. What it comes down to 0 S!err# said shortl# be%ore he died is that modern societ# 1still2 discriminates a$ainst the ri$ht hemis!here.0 Within the sabote&r !osition is the resid&al belie% that altho&$h the ri$ht side o% o&r brains is real it/s still somehow in%erior. Alas the ri$ht hemis!here will neither sa"e &s nor sabota$e &s. The realit# as is so o%ten the case with realit# is more n&anced.

The Real St&%%


The two hemis!heres o% o&r brains don/t o!erate as on,o%% switches'one !owerin$ down as soon as the other starts li$htin$ &!. 6oth hal"es !la# a role in nearl# e"er#thin$ we do. We can sa# that certain re$ions o% the brain are more acti"e than others when it comes to certain %&nctions 0 e-!lains one medical !rimer b&t we can/t sa# those %&nctions are con%ined to !artic&lar areas.0L Still ne&roscientists a$ree that the two hemis!heres take si$ni%icantl# di%%erent a!!roaches to $&idin$ o&r actions &nderstandin$ the world and reactin$ to e"ents. 8And those di%%erences it t&rns o&t o%%er considerable $&idance %or !ilotin$ o&r !ersonal and !ro%essional li"es.9 With more than three decades o% research on the brain/s hemis!heres it/s !ossible to distill the %indin$s to %o&r ke# di%%erences.

B. The le%t hemis!here controls the ri$ht side o% the bod#P the ri$ht hemis!here controls the le%t side o% the bod#.
Raise #o&r ri$ht hand. Serio&sl# i% #o& can hold #o&r ri$ht hand hi$h in the air. <o&r le%t hemis!here 8or more acc&ratel# a re$ion o% #o&r le%t hemis!here9 did that. Now i% #o&/re able ta! #o&r le%t %oot. A re$ion o% #o&r ri$ht hemis!here did that. O&r brains are contralateral0'that is each hal% o% the brain controls the o!!osite hal% o% the bod#. That/s wh# a stroke on the ri$ht side o% someone/s brain will make it di%%ic&lt %or that !erson to mo"e the le%t side o% her bod# and a stroke on the le%t side will im!air the %&nctionin$ o% the ri$ht. Since ro&$hl# GC !ercent o% the !o!&lation is ri$ht,handed that means that in ro&$hl# GC !ercent o% the !o!&lation the le%t hemis!here is controllin$ im!ortant mo"ements s&ch as

handwritin$ eatin$ and mane&"erin$ a com!&ter mo&se. .ontralaterali(ation comes into !la# not onl# when we si$n o&r name or kick a ball b&t also when we mo"e o&r heads and o&r e#es. 4ere/s another e-ercise. T&rn #o&r head slowl# to the le%t. Once a$ain the o!!osite hemis!here'the ri$ht side o% #o&r brain'lar$el# $&ided that mane&"er. Now t&rn #o&r head slowl# to the ri$ht. This time the le%t hemis!here did the steerin$. Now &sin$ whiche"er !art o% #o&r brain #o&/d like think o% an acti"it# that in"ol"es the latter mo"ement'that is slowl# mo"in$ #o&r head and e#es %rom le%t to ri$ht. 4ere/s a hintM #o&/re doin$ it now. In Western lan$&a$es readin$ and writin$ in"ol"e t&rnin$ %rom le%t to ri$ht and there%ore e-ercise the brain/s le%t hemis!here. Written lan$&a$e in"ented b# the ;reeks aro&nd AAC 6...E. has hel!ed rein%orce le%t hemis!here dominance 8at least in the West9 and created what 4ar"ard classicist Eric 4a"elock called the al!habetic mind.0@ So !erha!s it/s no s&r!rise then that the le%t hemis!here has dominated the $ame. It/s the onl# side that knows how to write the r&les.

H. The le%t hemis!here is se*&entialP the ri$ht hemis!here is sim&ltaneo&s.


.onsider another dimension o% the al!habetic mindM it !rocesses so&nds and s#mbols in se*&ence. When #o& read this sentence #o& be$in with the when 0 mo"e to the #o& 0 and decode e"er# letter e"er# s#llable e"er# word in !ro$ression. This too is an abilit# at which #o&r brain/s le%t hemis!here e-cels. In the se*&ential words o% one ne&roscience te-tbookM 1T2he le%t hemis!here 1is2 !artic&larl# $ood at reco$ni(in$ serial e"ents'e"ents whose elements occ&r one a%ter the other'and controllin$ se*&ences o% beha"ior. The le%t hemis!here is also in"ol"ed in controllin$ serial beha"iors. The serial %&nctions !er%ormed b# the le%t hemis!here incl&de "erbal acti"ities s&ch as talkin$ &nderstandin$ the s!eech o% other !eo!le readin$ and writin$.I 6# contrast the ri$ht hemis!here doesn/t march in the sin$le,%ile %ormation o% A,6,.,),E. Its s!ecial talent is the abilit# to inter!ret thin$s sim&ltaneo&sl#. This side o% o&r brains is s!eciali(ed in seein$ man# thin$s at onceM in seein$ all the !arts o% a $eometric sha!e and $ras!in$ its %orm or in seein$ all the elements o% a sit&ation and &nderstandin$ what the# mean.0G This makes the ri$ht hemis!here !artic&larl# &se%&l in inter!retin$ %aces. And it con%ers on h&man bein$s a com!arati"e ad"anta$e o"er com!&ters. For instance the iMac com!&ter on which I/m t#!in$ this sentence can !er%orm a million calc&lations !er second %ar more than the %astest le%t hemis!here on the !lanet. 6&t e"en the most !ower%&l com!&ters in the world can/t reco$ni(e a %ace with an#where close to the s!eed and acc&rac# o% m# toddler son. Think o% the se*&entialOsim&ltaneo&s di%%erence like thisM the ri$ht hemis!here is the !ict&reP the le%t hemis!here is the tho&sand words.

?. The le%t hemis!here s!eciali(es in te-tP the ri$ht hemis!here s!eciali(es in conte-t.
In most !eo!le lan$&a$e ori$inates in the le%t hemis!here. 8This is tr&e o% abo&t GA !ercent o% ri$ht,handers and @C !ercent o% le%t,handers. In the rest'abo&t I !ercent o% the !o!&lation'the di"ision o% lin$&istic labor is more com!licated.9 6&t the ri$ht hemis!here doesn/t cede %&ll res!onsibilit# to the le%t. Instead the two sides carr# o&t com!lementar# %&nctions. S&!!ose that one ni$ht #o& and #o&r s!o&se are !re!arin$ dinner. S&!!ose too that midwa# thro&$h the !re!arations #o&r s!o&se disco"ers that #o& %or$ot to b&# the dinner/s most im!ortant in$redient. S&!!ose then that #o&r s!o&se $rabs the car ke#s c&rls a li! $lares at #o& and hisses I/m $oin$ to the store.0 Nearl# e"er#one with an intact brain wo&ld &nderstand two thin$s abo&t the words +&st &ttered. First #o&r s!o&se is headin$ to Sa%ewa#.

Second #o&r s!o&se is !issed. <o&r le%t hemis!here %i$&red o&t the %irst !art'that is it deci!hered the so&nds and s#nta- o% #o&r s!o&se/s words and arri"ed at their literal meanin$. 6&t #o&r ri$ht hemis!here &nderstood the second as!ect o% this e-chan$e'that the ordinaril# ne&tral words I/m $oin$ to the store0 weren/t ne&tral at all. The $lare o% the e#es and the hiss o% the "oice si$nal that #o&r s!o&se is an$r#. Indi"id&als with dama$e to one hemis!here can/t reach this d&al concl&sion. A !erson with an im!aired ri$ht hemis!here and th&s onl# a %&nctionin$ le%t hemis!here wo&ld hear s&ch comments and &nderstand that the s!o&se is dri"in$ to the store'b&t wo&ld remain obli"io&s to the an$er and anno#ance %&elin$ the tri!. A !erson with an im!aired le%t hemis!here and th&s onl# a %&nctionin$ ri$ht hemis!here wo&ld &nderstand that the s!o&se is mi%%ed'b&t mi$ht not know where the s!o&se +&st went. This distinction a!!lies not onl# to &nderstandin$ lan$&a$e b&t also to s!eakin$ it. Patients with dama$e to certain re$ions o% their ri$ht hemis!here can talk coherentl#'abidin$ the r&les o% $rammar and de!lo#in$ a standard "ocab&lar#. 6&t as 6ritish !s#cholo$ist .hris McMan&s notes in his !ri(ewinnin$ book Ri$ht 4and 7e%t 4andM Their lan$&a$e5is not normal lackin$ the m&sical *&alit# o% s!eech !rosod# whereb# the tone $oes &! and down and the words accelerate and decelerate or $et lo&der and so%ter !ro"idin$ emotion and em!hasis. S!eech witho&t !rosod# is like those com!&ter,s#nthesi(ed "oices one hears on tele!hones.BC To o"ersim!li%# +&st a bit the le%t hemis!here handles what is saidP the ri$ht hemis!here %oc&ses on how it/s said'the non"erbal o%ten emotional c&es deli"ered thro&$h $a(e %acial e-!ression and intonation. 6&t the distinction between le%t and ri$ht com!rises more than the di%%erence between "erbal and non"erbal. The te-tOconte-t distinction ori$inall# !&t %orward b# Robert Ornstein a!!lies more broadl#. For instance certain written lan$&a$es de!end hea"il# on conte-t. 7an$&a$es s&ch as Arabic and 4ebrew are o%ten written onl# in consonants which means the reader m&st %i$&re o&t what the "owel is b# the s&rro&ndin$ conce!ts and ideas. In those lan$&a$es i% #o& read the e*&i"alent o% stm! n th b$ 0 #o&/d %ill in di%%erent "owels de!endin$ on whether the !hrase a!!eared in a !est control man&al 8stom! on the b&$09 or a short stor# abo&t a tri! to the !ost o%%ice 8stam! in the ba$09. 3nlike En$lish lan$&a$es that re*&ire the reader to s&!!l# the "owels b# discernin$ the conte-t are &s&all# written %rom ri$ht to le%t.BB And as we learned a %ew !a$es a$o mo"in$ one/s e#es in that direction de!ends on the brain/s ri$ht hemis!here. .onte-t is also im!ortant in other dimensions o% lan$&a$e. For e-am!le man# st&dies ha"e shown that the ri$ht hemis!here is res!onsible %or o&r abilit# to com!rehend meta!hors. I% #o& tell me that KosU has a heart the si(e o% Montana 0 m# le%t hemis!here *&ickl# assesses who KosU is what a heart is and how bi$ Montana is. 6&t when the literal meanin$ o% the sentence doesn/t com!&te'how can a BF@ CCC,s*&are,mile heart %it inside KosU/s modest chest ca"it#T'it calls in the ri$ht hemis!here to resol"e the incon$r&it#. The ri$ht hemis!here e-!lains to the le%t that KosU doesn/t ha"e some bi(arre cardiac condition b&t instead is a $enero&s and lo"in$ !erson. Neither side o% the brain5can do the +ob witho&t the other 0 Ornstein writes. We need the te-t o% o&r li"es to be in conte-t.0BH

F. The le%t hemis!here anal#(es the detailsP the ri$ht hemis!here s#nthesi(es the bi$ !ict&re.
In BGAB Isaiah 6erlin wrote an essa# abo&t War and Peace and $a"e it a room,em!t#in$ titleM 7eo Tolsto#/s 4istorical Ske!ticism.0 6erlin/s !&blisher lo"ed the essa# b&t hated the headline so he chan$ed the title to somethin$ catchierM The 4ed$eho$ and the Fo- 0 a%ter an ancient ;reek ada$e The %o- knows man# thin$sP the hed$eho$ knows one bi$ thin$.0 The retitled

essa# hel!ed make 6erlin %amo&s. And the conce!t !ro"ides a &se%&l wa# o% ill&minatin$ a %o&rth di%%erence between the two sides o% o&r brain. The le%t side is a %o-P the ri$ht side is a hed$eho$. In $eneral the le%t hemis!here !artici!ates in the anal#sis o% in%ormation 0 sa#s a ne&roscience !rimer. In contrast the ri$ht hemis!here is s!eciali(ed %or s#nthesisP it is !artic&larl# $ood at !&ttin$ isolated elements to$ether to !ercei"e thin$s as a whole.0B? Anal#sis and s#nthesis are !erha!s the two most %&ndamental wa#s o% inter!retin$ in%ormation. <o& can break the whole into its com!onents. Or #o& can wea"e the com!onents into a whole. 6oth are essential to h&man reasonin$. 6&t the# are $&ided b# di%%erent !arts o% the brain. Ro$er S!err# noted this ke# di%%erence in a !a!er he wrote 8with Kerre 7e"#,A$resti9 in BGLIM The data indicate that the m&te minor 1ri$ht2 hemis!here is s!eciali(ed %or ;estalt !erce!tion bein$ !rimaril# a s#nthesist in dealin$ with in%ormation in!&t. The s!eakin$ ma+or hemis!here in contrast seems to o!erate in a more lo$ical anal#tic com!&ter,like %ashion. Its lan$&a$e is inade*&ate %or the ra!id com!le- s#ntheses achie"ed b# the minor hemis!here.BF The le%t con"er$es on a sin$le answerP the ri$ht di"er$es into a ;estalt. The le%t %oc&ses on cate$ories the ri$ht on relationshi!s. The le%t can $ras! the details. 6&t onl# the ri$ht hemis!here can see the bi$ !ict&re. All o% which leads back to those brain scans.

Fear and 7oathin$ in M# Am#$dalas


Toward the base o% the brain sit two almond,sha!ed str&ct&res that ser"e as the brain/s )e!artment o% 4omeland Sec&rit#.BA The#/re called the am#$dalas'and the# !la# a cr&cial role in !rocessin$ emotions es!eciall# %ear. With one located in the le%t hemis!here and the other in the ri$ht the am#$dalas are e"er on the looko&t %or threats in o&r midst. Not s&r!risin$l# when I was inside the MRI machine lookin$ at !ict&res o% &!set !eo!le and &nsettlin$ scenes m# am#$dalas iss&ed alerts. 6&t which am#$dala'le%t or ri$ht'so&nded the warnin$ di%%ered considerabl# de!endin$ on which ima$es I was "iewin$. As the brain scans later re"ealed when I looked at the %aces both o% m# am#$dalas acti"ated'b&t the ri$ht was m&ch more acti"e than the le%t. When I looked at the scenes the le%t was more acti"e than the ri$ht. This t&rns o&t to be consistent with what we know abo&t the two sides o% the brain. Wh# did the le%t side res!ond more acti"el# to scenes than to %acesT 6eca&se acc&ratel# assessin$ each scene de!ended on the ra!id,%ire se*&ential reasonin$ at which the le%t hemis!here e-cels. .onsider the !hoto on !a$e BH and the chain o% lo$ic it &n%&rledM This is a $&n. ;&ns are dan$ero&s. 4e/s !ointin$ a $&n at me. This is a scar# sit&ation. So m# le%t am#$dala lea!s %rom its chair breaks the $lass and !&lls the alarm. 6# contrast the le%t am#$dala was relati"el# *&iet 8tho&$h not entirel# inacti"e9 when I "iewed the %aces. That/s beca&se the ri$ht hemis!here as co&ntless st&dies ha"e shown is s!eciali(ed both %or reco$ni(in$ %aces and %or inter!retin$ e-!ressions. Those skills de!end not on se*&ential anal#tic reasonin$'we don/t look at the e#es then the nose then the teeth'b&t on the abilit# to inter!ret the !arts o% the %ace sim&ltaneo&sl# and to s#nthesi(e those details into a lar$er concl&sion. There are also other reasons %or m# di%%erin$ res!onses. 3nderstandin$ that a man !ointin$ a !istol re!resents a threat is somethin$ we/"e learned. Accordin$ to Ahmad 4ariri the ne&roscientist who headed this !ortion o% the NI4 !ro+ect I !artici!ated in the res!onse to s&ch ima$es is likel# learned thro&$h e-!erience and social transmission and th&s ma# be deri"ed %rom i% not de!endent on res!onses in the le%t hemis!here brain re$ions.0BL I% I were

to show that ima$e to someone who/d ne"er seen a $&n and there%ore had ne"er learned that the# were dan$ero&s the reaction mi$ht be bewilderment rather than %ear. 6&t i% I showed the %ace on !a$e BC to someone who/d ne"er seen a .a&casian woman or !erha!s had ne"er enco&ntered an#one o&tside o% his own "illa$e he/d still likel# be able to identi%# the e-!ression. In %act that is !recisel# what 3ni"ersit# o% .ali%ornia San Francisco !ro%essor Pa&l Ekman who de"elo!ed this set o% ima$es 8called the Facial Action .odin$ S#stem9 and whom we/ll meet in .ha!ter @ has %o&nd in thirt#,%i"e #ears o% research testin$ these e-!ressions with s&b+ects ran$in$ %rom colle$e st&dents to remote tribes in New ;&ineaM There has ne"er been an instance in which the ma+orit# in two c&lt&res ascribes a di%%erent emotion to the same e-!ression.0B@ M# brain then is not merel# ordinar# in its looks. It is also ordinar# in its actions. 6oth sides work to$ether'b&t the# ha"e di%%erent s!ecialties. The le%t hemis!here handles lo$ic se*&ence literalness and anal#sis. The ri$ht takes care o% s#nthesis emotional e-!ression conte-t and the bi$ !ict&re.

A Whole New Mind


There are two kinds o% !eo!le in the world an old +oke $oesM those who belie"e that e"er#thin$ can be di"ided into two cate$ories'and the rest o% #o&. 4&man bein$s somehow seem nat&rall# inclined to see li%e in contrastin$ !airs. East "ers&s West. Mars "ers&s =en&s. 7o$ic "ers&s emotion. 7e%t "ers&s ri$ht. <et in most realms we &s&all# don/t ha"e to !ick sides'and it/s o%ten dan$ero&s i% we do. For instance lo$ic witho&t emotion is a chill# S!ock,like e-istence. Emotion witho&t lo$ic is a wee!# h#sterical world where the clocks are ne"er ri$ht and the b&ses alwa#s late. In the end #in alwa#s needs #an$. This is es!eciall# tr&e when it comes to o&r brains. The two sides work in concert'two sections o% an orchestra that so&nds aw%&l i% one side !acks &! its instr&ments and $oes home. As McMan&s !&ts itM 4owe"er tem!tin$ it is to talk o% ri$ht and le%t hemis!heres in isolation the# are act&all# two hal%,brains desi$ned to work to$ether as a smooth sin$le inte$rated whole in one entire com!lete brain. The le%t hemis!here knows how to handle lo$ic and the ri$ht hemis!here knows abo&t the world. P&t the two to$ether and one $ets a !ower%&l thinkin$ machine. 3se either on its own and the res&lt can be bi(arre or abs&rd.BI In other words leadin$ a health# ha!!# s&ccess%&l li%e de!ends on both hemis!heres o% #o&r brain. 6&t the contrast in how o&r cerebral hemis!heres o!erate does #ield a !ower%&l meta!hor %or how indi"id&als and or$ani(ations na"i$ate their li"es. Some !eo!le seem more com%ortable with lo$ical se*&ential com!&ter,like reasonin$. The# tend to become law#ers acco&ntants and en$ineers. Other !eo!le are more com%ortable with holistic int&iti"e and nonlinear reasonin$. The# tend to become in"entors entertainers and co&nselors. And these indi"id&al inclinations $o on to sha!e %amilies instit&tions and societies. .all the %irst a!!roach 7,)irected Thinkin$. It is a %orm o% thinkin$ and an attit&de to li%e that is characteristic o% the le%t hemis!here o% the brain'se*&ential literal %&nctional te-t&al and anal#tic. Ascendant in the In%ormation A$e e-em!li%ied b# com!&ter !ro$rammers !ri(ed b# hardheaded or$ani(ations and em!hasi(ed in schools this a!!roach is directed b# le%t,brain attrib&tes toward le%t,brain res&lts. .all the other a!!roach R,)irected Thinkin$. It is a %orm o% thinkin$ and an attit&de to li%e that is characteristic o% the ri$ht hemis!here o% the brain'sim&ltaneo&s meta!horical aesthetic conte-t&al and s#nthetic. 3nderem!hasi(ed in the In%ormation A$e e-em!li%ied b# creators and care$i"ers shortchan$ed b# or$ani(ations

and ne$lected in schools this a!!roach is directed b# ri$ht,brain attrib&tes toward ri$ht,brain res&lts. S O% co&rse we need both a!!roaches in order to cra%t %&l%illin$ li"es and b&ild !rod&cti"e +&st societies. 6&t the mere %act that I %eel obli$ed to &nderscore that ob"io&s !oint is !erha!s %&rther indication o% how m&ch we/"e been in the thrall o% red&ctionist binar# thinkin$. )es!ite those who ha"e dei%ied the ri$ht brain be#ond all scienti%ic e"idence there remains a stron$ tilt toward the le%t. O&r broader c&lt&re tends to !ri(e 7,)irected Thinkin$ more hi$hl# than its co&nter!art takin$ this a!!roach more serio&sl# and "iewin$ the alternati"e as &se%&l b&t secondar#. 6&t this is chan$in$'and it will dramaticall# resha!e o&r li"es. 7e%t,brain,st#le thinkin$ &sed to be the dri"er and ri$ht,brain,st#le thinkin$ the !assen$er. Now R,)irected Thinkin$ is s&ddenl# $rabbin$ the wheel ste!!in$ on the $as and determinin$ where we/re $oin$ and how we/ll $et there. 7,)irected a!tit&des'the sorts o% thin$s meas&red b# the SAT and de!lo#ed b# .PAs'are still necessar#. 6&t the#/re no lon$er s&%%icient. Instead the R,)irected a!tit&des so o%ten disdained and dismissed'artistr# em!ath# takin$ the lon$ "iew !&rs&in$ the transcendent'will increasin$l# determine who soars and who st&mbles. It/s a di((#in$'b&t &ltimatel# ins!irin$'chan$e. And in the ne-t cha!ter I/ll e-!lore the reasons wh# it/s ha!!enin$.

A63N)AN.E ASIA AN) A3TOMATION

Ret&rn with me to the thrillin$ da#s o% #ester#ear'the BG@Cs

the decade o% m# childhood. When I was a kid middle,class !arents in the 3nited States t#!icall# dished o&t the same !late o% ad"ice to their childrenM ;et $ood $rades $o to colle$e and !&rs&e a !ro%ession that will deli"er a decent standard o% li"in$ and !erha!s a dollo! o% !resti$e. I% #o& were $ood at math and science #o& sho&ld become a doctor. I% #o& were better at En$lish and histor# become a law#er. I% blood $rossed #o& o&t and #o&r "erbal skills needed work become an acco&ntant. A bit later as com!&ters a!!eared on deskto!s and .EOs on ma$a(ine co"ers the #o&n$sters who were reall# $ood at math and science chose hi$h tech while man# others %locked to b&siness school thinkin$ that s&ccess was s!elled M6A. 7aw#ers doctors acco&ntants en$ineers and e-ec&ti"es. The $reat Peter )r&cker $a"e this cadre o% !ro%essionals an end&rin$ i% somewhat wonk# nameM knowled$e workers.0 >nowled$e workers are !eo!le who $et !aid %or !&ttin$ to work what one learns in school rather than %or their !h#sical stren$th or man&al skill 0 )r&cker wrote. What distin$&ished this $ro&! %rom the rest o% the work%orce was their abilit# to ac*&ire and to a!!l# theoretical and anal#tic knowled$e.0 8In other words the# e-celled at 7,)irected Thinkin$.9 The# mi$ht ne"er become a ma+orit# said )r&cker b&t the# nonetheless will $i"e the emer$in$ knowled$e societ# its character its leadershi! its social !ro%ile.0B )r&cker as alwa#s was s!ot,on. >nowled$e workers and their thinkin$ st#le ha"e indeed sha!ed the character leadershi! and social !ro%ile o% the modern a$e. .onsider the tollbooths that an# middle,class American m&st !ass on his wa# to the land o% knowled$e work. 4ere are some e-am!lesM the PSAT the SAT the ;MAT the 7SAT the M.AT. Notice an# similarit# be#ond the %inal two initialsT These instr&ments all meas&re what is essentiall# &ndil&ted 7, )irected Thinkin$. The# re*&ire lo$ic and anal#sis'and reward test,takers %or (eroin$,in com!&terlike on a sin$le correct answer. The e-ercise is linear se*&ential and bo&nded b# time. <o& answer one *&estion with one ri$ht answer. Then #o& mo"e to the ne-t *&estion and the ne-t and the ne-t &ntil time r&ns o&t. These tests ha"e become im!ortant $atekee!ers %or entr# into meritocratic middle,class societ#. The#/"e created an SAT,ocrac#'a re$ime in which access to the $ood li%e de!ends on the abilit# to reason lo$icall# se*&entiall# and s!eedil#. And this is not +&st an American !henomenon. From entrance e-ams in the 3nited >in$dom to cram schools in Ka!an most de"elo!ed nations ha"e de"oted considerable time and treas&re to !rod&cin$ le%t,brained knowled$e workers. This arran$ement has been a ro&sin$ s&ccess. It has broken the stran$lehold o% aristocratic !ri"ile$e and o!ened ed&cational and !ro%essional o!!ort&nities to a di"erse set o% !eo!le. It has !ro!elled the world econom# and li%ted li"in$ standards. 6&t the SAT,ocrac# is now in its d#in$ da#s. The 7,)irected Thinkin$ it n&rt&res and rewards still matters o% co&rse. 6&t it/s no lon$er eno&$h. Toda# we/re mo"in$ into an era in which R,)irected Thinkin$ will increasin$l# determine who $ets ahead. To some o% #o& this is deli$ht%&l news. To others it so&nds like a crock. This cha!ter is mainl# %or the latter $ro&! o% readers'those who %ollowed #o&r !arents/ ad"ice and scored well on those a!tit&de tests. To !ers&ade #o& that what I/m sa#in$ is so&nd let me e-!lain the reasons %or this shi%t &sin$ the le%t,brain mechanistic lan$&a$e o% ca&se and e%%ect. The e%%ectM the diminished relati"e im!ortance o% 7,)irected Thinkin$ and the corres!ondin$ increased im!ortance o% R,)irected Thinkin$. The ca&sesM Ab&ndance Asia and A&tomation.

Ab&ndance

Another "i$nette %rom the BG@CsM e"er# A&$&st m# mother wo&ld take m# brother sister and me to b&# clothes %or the new school #ear. That ine"itabl# meant a tri! to Eastland Mall one o% three bi$ sho!!in$ centers in central Ohio. Inside the mall we/d "isit a national de!artment store s&ch as Sears or K.Penne# or a local one s&ch as 7a(ar&s where the children/s de!artments %eat&red ma#be a do(en racks o% clothin$ %rom which to choose. The rest o% the mall consisted o% abo&t thirt# other stores smaller in si(e and selection lined &! between the de!artment store anchors. 7ike most Americans o% the time we considered Eastland and those other climate,controlled enclosed sho!!in$ centers the "er# (enith o% modern !lent#. M# own kids wo&ld consider it &nderwhelmin$. Within a twent#,min&te dri"e o% o&r home in Washin$ton )... are abo&t %ort# di%%erent me$a,sho!!in$ sites'the si(e selection and sco!e o% which didn/t e-ist thirt# #ears a$o. Take Potomac <ards which sits on Ro&te B in northern =ir$inia. One Sat&rda# mornin$ in A&$&st m# wi%e and I and o&r three children dro"e there %or o&r own back,to,school sho!!in$ e-c&rsion. We be$an at the $iant store on the %ar end o% the site. In the women/s section o% that store we chose %rom Mossimo desi$ner to!s and sweaters Merona bla(ers Isaac Mi(rahi +ackets and 7i( 7an$e desi$ner maternit# wear. The kids/ clothin$ section was e*&all# "ast and almost as hi!. The Italian desi$ner Mossimo had a %&ll line o% children/s wear'incl&din$ a "elo&r !ants and +acket set %or o&r two $irls. The choices were !re!ostero&sl# more interestin$ more attracti"e and more bo&nti%&l than the clothin$ I chose %rom back in the se"enties. 6&t there was somethin$ e"en more noteworth# abo&t this st#lish kiddie $arb when I com!ared it to the more !edestrian %ashions o% m# #o&thM the clothes cost less. 6eca&se we weren/t at some swank bo&ti*&e. M# %amil# and I were sho!!in$ at Tar$et. That "elo&r Mossimo ensembleT QBF.GG. Those women/s desi$ner to!sT QG.GG. M# wi%e/s new s&ede Isaac Mi(rahi +acketT Fort#,nine b&cks. A %ew aisles awa# were home %&rnishin$s created b# desi$ner Todd Oldham and less e-!ensi"e than what m# !arents &sed to !ick &! at Sears. Thro&$ho&t the store were acres o% $ood,lookin$ low,cost merchandise. And Tar$et was +&st one o% an arra# o% Potomac <ards stores caterin$ to a mostl# middle,class clientele. Ne-t door we co&ld "isit Sta!les a HC CCC,s*&are,%oot bo- sellin$ @ ACC di%%erent school and o%%ice s&!!lies. 8There are more than B ACC Sta!les stores like it in the 3nited States and E&ro!e.9 Ne-t to Sta!les was the e*&all# ca"erno&s PetSmart one o% more than sih&ndred s&ch !et s&!!l# stores in the 3nited States and .anada each one o% which on an a"era$e da# sells QBA CCC worth o% merchandise %or nonh&mans.H This !artic&lar o&tlet e"en had its own !et,$roomin$ st&dio. Ne-t to PetSmart was 6est 6&# an electronics em!ori&m with a retail %loor that/s lar$er than the entire block on which m# %amil# li"es. One section was de"oted to home theater e*&i!ment which dis!la#ed an arms race o% tele"isions'!lasma hi$h,de%inition %lat !anel'that be$an with a FH,inch screen and escalated to F@,inch AC,inch AF,inch AL,inch and LA,inch "ersions. In the tele!hone section were b# m# co&nt ?G di%%erent "arieties o% cordless !hones. And these %o&r stores constit&ted onl# abo&t one,third o% the entire sho!!in$ %acilit#. 6&t what/s so remarkable abo&t Potomac <ards is how &tterl# &n,remarkable it is. <o& can %ind a similar swath o% cons&mer bo&nt# +&st abo&t an#!lace in the 3nited States'and increasin$l# in E&ro!e and sections o% Asia as well. These sho!!in$ meccas are b&t one "isible e-am!le o% an e-traordinar# chan$e in modern li%e. For most o% histor# o&r li"es were de%ined b# scarcit#. Toda# the de%inin$ %eat&re o% social economic and c&lt&ral li%e in m&ch o% the world is ab&ndance. O&r le%t brains ha"e made &s rich. Powered b# armies o% )r&cker/s knowled$e workers the in%ormation econom# has !rod&ced a standard o% li"in$ in m&ch o% the de"elo!ed world that wo&ld ha"e been &n%athomable to o&r $reat,$rand!arents. A %ew e-am!les o% o&r ab&ndant eraM

6&t ab&ndance has !rod&ced an ironic res&ltM the "er# tri&m!h o% 7,)irected Thinkin$ has lessened its si$ni%icance. The !ros!erit# it has &nleashed has !laced a !remi&m on less rational more R,)irected sensibilities'bea&t# s!irit&alit# emotion. For b&sinesses it/s no lon$er eno&$h to create a !rod&ct that/s reasonabl# !riced and ade*&atel# %&nctional. It m&st also be bea&ti%&l &ni*&e and meanin$%&l abidin$ what a&thor =ir$inia Postrel calls the aesthetic im!erati"e.0@ Perha!s the most tellin$ e-am!le o% this chan$e as o&r %amil# o&tin$ to Tar$et demonstrated is the new middle,class obsession with desi$n. World,%amo&s desi$ners s&ch as the ones I mentioned earlier as well as titans s&ch as >arim Rashid and Phili!!e Starck now desi$n all manner o% $oods %or this *&intessentiall# middle,class middle,brow middle, American store. Tar$et and other retailers ha"e sold nearl# three million &nits o% Rashid/s ;arbo molded !ol#!ro!#lene wastebasket. A desi$ner wastebasketR Tr# e-!lainin$ that one to #o&r le%t brain. Or how abo&t this item which I !&rchased d&rin$ that same Tar$et tri!T

It/s a toilet br&sh'a toilet br&sh desi$ned b# Michael ;ra"es a Princeton 3ni"ersit# architect&re !ro%essor and one o% the most renowned architects and !rod&ct desi$ners in the world. The costM QA.GG. Onl# a$ainst a backdro! o% ab&ndance co&ld so man# !eo!le seek bea&ti%&l trash cans and toilet br&shes'con"ertin$ m&ndane &tilitarian !rod&cts into ob+ects o% desire. In an a$e o% ab&ndance a!!ealin$ onl# to rational lo$ical and %&nctional needs is woe%&ll# ins&%%icient. En$ineers m&st %i$&re o&t how to $et thin$s to work. 6&t i% those thin$s are not also !leasin$ to the e#e or com!ellin$ to the so&l %ew will b&# them. There are too man# other o!tions. Master# o% desi$n em!ath# !la# and other seemin$l# so%t0 a!tit&des is now the main wa# %or indi"id&als and %irms to stand o&t in a crowded market!lace. Ab&ndance ele"ates R,)irected Thinkin$ another im!ortant wa# as well. When I/m on m# deathbed it/s &nlikel# that I/ll look back on m# li%e and sa# Well I/"e made some mistakes. 6&t at least I sna$$ed one o% those Michael ;ra"es toilet br&shes back in HCCF.0 Ab&ndance has bro&$ht bea&ti%&l thin$s to o&r li"es b&t that be"# o% material $oods has not necessaril# made &s m&ch ha!!ier. The !arado- o% !ros!erit# is that while li"in$ standards ha"e risen steadil# decade a%ter decade !ersonal %amil# and li%e satis%action ha"en/t b&d$ed. That/s wh# more !eo!le'liberated b# !ros!erit# b&t not %&l%illed b# it'are resol"in$ the !arado- b# searchin$ %or meanin$. As .ol&mbia 3ni"ersit#/s Andrew )elbanco !&ts it The most strikin$ %eat&re o% contem!orar# c&lt&re is the &nslaked cra"in$ %or transcendence.0I =isit an# moderatel# !ros!ero&s comm&nit# in the ad"anced world and alon$ with the

!lenteo&s sho!!in$ o!!ort&nities #o& can $lim!se this *&est %or transcendence in action. From the mainstream embrace o% once,e-otic !ractices s&ch as #o$a and meditation to the rise o% s!irit&alit# in the work!lace and e"an$elical themes in books and mo"ies the !&rs&it o% !&r!ose and meanin$ has become an inte$ral !art o% o&r li"es. Peo!le e"er#where ha"e mo"ed %rom %oc&sin$ on the da#,to,da# te-t o% their li"es to the broader conte-t. O% co&rse material wealth hasn/t reached e"er#one in the de"elo!ed world not to mention "ast n&mbers in the less de"elo!ed world. 6&t ab&ndance has %reed literall# h&ndreds o% millions o% !eo!le %rom the str&$$le %or s&r"i"al and as Nobel Pri(eVwinnin$ economist Robert William Fo$el writes made it !ossible to e-tend the *&est %or sel%,reali(ation %rom a min&te %raction o% the !o!&lation to almost the whole o% it.0G On the o%% chance that #o&/re still not con"inced let me o%%er one last'and ill&minatin$'statistic. Electric li$htin$ was rare a cent&r# a$o b&t toda# it/s common!lace. 7i$htb&lbs are chea!. Electricit# is &bi*&ito&s. .andlesT Who needs themT A!!arentl# lots o% !eo!le. In the 3nited States candles are a QH.F,billion,a,#ear b&sinessBC'%or reasons that stretch be#ond the lo$ical need %or l&minosit# to a !ros!ero&s co&ntr#/s more inchoate desire %or bea&t# and transcendence.

Asia
4ere are %o&r !eo!le I met while researchin$ this bookM

The# are the "er# embodiment o% the knowled$e worker ethic I described at the o&tset o% this cha!ter. 7ike man# bri$ht middle,class kids the# %ollowed their !arents/ ad"ice. The# did well in hi$h school went on to earn either an en$ineerin$ or com!&ter science de$ree %rom a $ood &ni"ersit# and now work at a lar$e so%tware com!an# hel!in$ to write com!&ter code %or North American banks and airlines. For their hi$h,tech work none o% these %o&r !eo!le earns more than abo&t QBA CCC a #ear. >nowled$e workers meet #o&r new com!etitionM Sri"id#a 7alit >a"ita and >amal o% M&mbai India. In recent #ears %ew iss&es ha"e $enerated more contro"ers# or stoked more an-iet# than o&tso&rcin$. These %o&r !ro$rammers and their co&nter!arts thro&$ho&t India the Phili!!ines and .hina are scarin$ the be+ee(&s o&t o% so%tware en$ineers and other le%t,brain !ro%essionals in North America and E&ro!e tri$$erin$ !rotests bo#cotts and !lent# o% !olitical !ost&rin$. The com!&ter !ro$rammin$ the# do while not the most so!histicated that m&ltinational com!anies need is the sort o% work that &ntil recentl# was done almost e-cl&si"el# in the 3nited States'and that !ro"ided com%ortable white,collar salaries o% &!ward o% Q@C CCC a #ear. Now twent#,%i"e,#ear,old Indians are doin$ it'+&st as well i% not betterP +&st as %ast i% not %aster'%or the wa$es o% a Taco 6ell co&nter +ocke#. <et their !a# while !altr# b# Western standards is ro&$hl# twent#,%i"e times what the t#!ical Indian earns'and a%%ords them an &!!er,middle,class li%est#le with "acations and their own a!artments.

The !ro$rammers I met in M&mbai are b&t %o&r well,ed&cated dro!s in a $lobal ts&nami. Each #ear India/s colle$es and &ni"ersities !rod&ce abo&t ?AC CCC en$ineerin$ $rad&ates.BB That/s one reason that more than hal% o% the Fort&ne ACC com!anies now o&tso&rce so%tware work to India.BH For instance abo&t FI !ercent o% ;E/s so%tware is de"elo!ed in India. The com!an# em!lo#s a who!!in$ twent# tho&sand !eo!le there 8and has e"en !osted si$ns in its Indian o%%ices readin$ Tres!assers will be recr&ited09. 4ewlett,Packard em!lo#s se"eral tho&sand so%tware en$ineers in India. Siemens em!lo#s three tho&sand com!&ter !ro$rammers in India and is mo"in$ another %i%teen tho&sand s&ch +obs o"erseas. Oracle has a %i"e,tho&sand,!erson Indian sta%%. The lar$e Indian IT cons&ltanc# Wi!ro em!lo#s some se"enteen tho&sand en$ineers who do work %or 4ome )e!ot Nokia and Son#. And the list $oes on. As the chie% e-ec&ti"e o% ;E India told 7ondon/s Financial TimesM An# +ob that is En$lish,based in markets s&ch as the 3.S. the 3.>. and A&stralia can be done in India. The onl# limit is #o&r ima$ination.0B? Indeed acti"e ima$inations ha"e alread# e-!anded India/s !ro%essional ranks well be#ond com!&ter !ro$rammers. Financial ser"ices %irms s&ch as 7ehman 6rothers 6ear Stearns Mor$an Stanle# and KPMor$an .hase ha"e contracted o&t n&mber cr&nchin$ and %inancial anal#sis to Indian M6As.BF The %inancial news ser"ice Re&ters has o%%shored low,le"el editorial +obs. And thro&$ho&t India #o&/ll %ind chartered acco&ntants who !re!are American ta- ret&rns law#ers who do le$al research %or American laws&its and radiolo$ists who read .AT scans %or American hos!itals. 6&t it/s not +&st India. 7,)irected white,collar work o% all sorts is mi$ratin$ to other !arts o% the world as well. Motorola Nortel and Intel o!erate so%tware de"elo!ment centers in R&ssia where 6oein$ has also sent a lar$e !ortion o% its aeros!ace en$ineerin$ work. The com!&ter ser"ices $iant Electronic )ata S#stems has so%tware de"elo!ers in E$#!t 6ra(il and Poland. Meantime 4&n$arian architects are drawin$ basic bl&e!rints %or .ali%ornia desi$n %irms. Phili!!ine acco&ntants are !er%ormin$ a&dits %or .a!;emini Ernst W <o&n$. And the )&tch %irm Phili!s em!lo#s some se"en h&ndred en$ineers in .hina a nation that is now !rod&cin$ nearl# as man# en$ineerin$ $rad&ates each #ear as the 3nited States.BA The main reason is mone#. In the 3nited States a t#!ical chi! desi$ner earns abo&t Q@ CCC !er monthP in India she earns abo&t QB CCC. In the 3nited States a t#!ical aeros!ace en$ineer earns abo&t QL CCC each monthP in R&ssia his monthl# salar# is closer to QLAC. And while an acco&ntant in the 3nited States can earn QA CCC a month an acco&ntant in the Phili!!ines brin$s in abo&t Q?CC a month no small s&m in a co&ntr# where the ann&al !er ca!ita income is QACC.BL For these battalions o% international knowled$e workers this new world order is a dream. 6&t %or white,collar le%t,brain workers in E&ro!e and North America the im!lications are more ni$htmarish. For e-am!leM M&ch o% the an-iet# o"er this iss&e o&tstri!s the realit#. We are not all $oin$ to lose o&r +obs tomorrow. O&tso&rcin$ is o"erh#!ed in the short term. 6&t it/s &nderh#!ed in the lon$ term. As the cost o% comm&nicatin$ with the other side o% the $lobe %alls essentiall# to (ero and as de"elo!in$ nations contin&e to mint millions o% e-tremel# ca!able knowled$e workers the workin$ li"es o% North Americans E&ro!eans and Ka!anese !eo!le will chan$e dramaticall#. I% standardi(ed ro&tine 7,)irected work s&ch as man# kinds o% %inancial anal#sis radiolo$# and com!&ter !ro$rammin$ can be done %or a lot less o"erseas and deli"ered to clients instantl# "ia %iber o!tic links that/s where the work will $o. This &!hea"al will be di%%ic&lt %or man# b&t it/s &ltimatel# not m&ch di%%erent %rom transitions we/"e weathered be%ore. This is !recisel# what ha!!ened to ro&tine mass !rod&ction +obs which mo"ed across the oceans in the second hal%

o% the twentieth cent&r#. And +&st as those %actor# workers had to master a new set o% skills and learn how to bend !i-els instead o% steel man# o% toda#/s knowled$e workers will likewise ha"e to command a new set o% a!tit&des. The#/ll need to do what workers abroad cannot do e*&all# well %or m&ch less mone#'&sin$ R,)irected abilities s&ch as %or$in$ relationshi!s rather than e-ec&tin$ transactions tacklin$ no"el challen$es instead o% sol"in$ ro&tine !roblems and s#nthesi(in$ the bi$ !ict&re rather than anal#(in$ a sin$le com!onent.

A&tomation
Meet two more !eo!le. One is an iconic %i$&re who ma# ha"e been real. The other is a real h&man bein$ who !erha!s to his re$ret ma# become iconic. The %irst is this %ellow immortali(ed here on a 3.S. !osta$e stam!M

As most American schoolchildren co&ld tell #o& Kohn 4enr# was a steel,dri"in$ man. 6orn with a hammer in his hand he was a %i$&re o% immense stren$th and inte$rit#. 8Alas nobod# is certain whether he was an act&al !erson. Man# historians belie"e he was a %ormer sla"e who worked on the railroads a%ter the .i"il War tho&$h none ha"e been able to "eri%# his e-istence.9 4e was !art o% a team o% workers who smashed thro&$h mo&ntains to clear t&nnels %or la#in$ railroad tracks. 6&t Kohn 4enr# was no ordinar# laborer. 4e co&ld dri"e steel %aster and more !ower%&ll# than an# man ali"e and his !rowess soon became the st&%% o% le$end. One da# the tale $oes a salesman arri"ed at the workers/ cam! bearin$ a new steam,!owered drill that he claimed co&ld o&t!er%orm e"en the stron$est man. Kohn 4enr# sco%%ed at the notion that $ears and $rease were an# match %or h&man m&scle. So he !ro!osed a contest'man "s. machine'to see which co&ld blast thro&$h a mo&ntainside the %astest. The ne-t a%ternoon the race be$an'the steam drill on the ri$ht Kohn 4enr# on the le%t. The machine took the lead b&t Kohn 4enr# *&ickl# rallied. .h&nks o% rocks %ell as the d&o bored thro&$h their t&nnels. 6e%ore lon$ Kohn 4enr# had closed in on his com!etitor. And in an instant be%ore the end o% the race he s&r$ed !ast the steam drill and broke thro&$h the other side o% the mo&ntain %irst. 4is %ellow workers cheered. 6&t Kohn 4enr# e-ha&sted b# the s&!erh&man e%%ort colla!sed. Then he died. The stor# s!read. In ballads and books Kohn 4enr#/s demise became a !arable o% the Ind&strial A$eM machines co&ld now do some thin$s better than h&man bein$s and as a res&lt a meas&re o% h&man di$nit# had been sacri%iced. Now meet o&r second %i$&reM

Mario Tanna ;ett# Ima$es


;arr# >as!aro" is a chess $rand master'the %inest chess !la#er o% his $eneration and !erha!s the $reatest o% all time. 4e/s also the Kohn 4enr# o% o&r new a$e'a !erson whose seemin$l# s&!erh&man !rowess has been s&r!assed b# a machine. >as!aro" won his %irst chess world cham!ionshi! in BGIA aro&nd the same time that se"eral research teams be$an de"elo!in$ com!&ter !ro$rams that co&ld !la# chess. O"er the ne-t decade >as!aro" ne"er lost a match. And in BGGL he de%eated what was then the world/s most !ower%&l chess com!&ter. 6&t in BGG@ >as!aro" took on an e"en more !ower%&l machine a B.F,ton I6M s&!ercom!&ter called )ee! 6l&e in a si-,$ame match that some d&bbed the brain/s last stand.0HC To the s&r!rise o% man# )ee! 6l&e de%eated >as!aro" the conse*&ences o% which the co"er o% Inside .hess ma$a(ine red&ced to a sin$le wordM ARMA;E))ONR0HB Seekin$ "en$eance'%or himsel% and %or all %lesh,and,blood 7,)irected thinkers'>as!aro" then arran$ed a rematch a$ainst another com!&ter )ee! K&nior a still more !otent Israeli com!&ter that had thrice won the world com!&ter chess cham!ionshi!. .hess is in man# wa#s the *&intessential le%t,brain acti"it#. It lea"es relati"el# little room %or emotion'and de!ends hea"il# on memor# rational thinkin$ and br&te calc&lation two thin$s at which com!&ters e-cel. >as!aro" sa#s that when he looks at the board he can e-amine between one and three mo"es !er second. )ee! K&nior is &h sli$htl# more im!ressi"e. Each second it anal#(es between two and three million !ossible mo"es. <et >as!aro" belie"ed that h&man bein$s had other ad"anta$es that wo&ld le"el the si-t#,%o&r,s*&are !la#in$ %ield. On S&!er 6owl S&nda# HCC? >as!aro" str&tted into the !osh New <ork )owntown Athletic .l&b to be$in another e!ic contest between man and machine'a si-,$ame match with a million,dollar !&rse. 4&ndreds o% %ans watched in !erson. Millions more %ollowed the action on the Internet. >as!aro" won $ame one and settled %or a draw in $ame two. In $ame three he started stron$ b&t on the ed$e o% "ictor# he %ell into one o% K&nior/s tra!s and lost. In $ame %o&r >as!aro" !la#ed haltin$l# and eked o&t another draw still so distra&$ht o"er blowin$ $ame three that he admitted that he co&ldn/t slee! and lost con%idence.0HH ;ame %i"e was another draw lea"in$ the o&tcome o% the match to the si-th and %inal $ame. >as!aro" *&ickl# took the lead. As Newsweek later re!orted A$ainst an# h&man !la#er he wo&ld ha"e mo"ed a$$ressi"el# and $one %or the win. 6&t he wasn/t !la#in$ a$ainst a h&man.0 In his tentati"eness he made a sli$ht mistake and that le%t him de"astated in a wa# that an &n%eelin$ machine wo&ld ne"er be. Worse ha"in$ #ielded the ad"anta$e he had no ho!e'as he wo&ld ha"e a$ainst a h&man'that his well,!ro$rammed o!!onent mi$ht make its own mistake and let him back in the $ame. The reali(ation !aral#(ed e"en the $reat >as!aro" and it ha&nted him %or the rest o% the match.H? In the end he settled %or a draw'in this $ame and the entire match.HF

4&man bein$s ha"e m&ch to recommend b&t when it comes to chess'and increasin$l# other endea"ors that de!end hea"il# on r&le,based lo$ic calc&lation and se*&ential thinkin$'com!&ters are sim!l# better %aster and stron$er. What/s more com!&ters don/t %ati$&e. The# don/t $et headaches. The# don/t choke &nder !ress&re or s&lk o"er losses. The# don/t worr# what the a&dience thinks or care what the !ress will sa#. The# don/t s!ace o&t. The# don/t sli! &!. And that has h&mbled e"en the notorio&sl# e$omaniacal $rand master. In BGI@ >as!aro" then the chess world/s en%ant terrible boastedM No com!&ter can e"er beat me.0HA Toda# >as!aro" now o&r modern Kohn 4enr# sa#sM I $i"e &s onl# a %ew #ears. Then the#/ll win e"er# match and we ma# ha"e to str&$$le to win e"en a sin$le $ame.0HL 7ast cent&r# machines !ro"ed the# co&ld re!lace h&man backs. This cent&r# new technolo$ies are !ro"in$ the# can re!lace h&man le%t brains. Mana$ement meta,$&r& Tom Peters !&ts it nicel# sa#in$ that %or white,collar workers so%tware is a %orkli%t %or the mind.0 It won/t eliminate e"er# le%t,brain +ob. 6&t it will destro# man# and resha!e the rest. An# +ob that de!ends on ro&tines'that can be red&ced to a set o% r&les or broken down into a set o% re!eatable ste!s'is at risk. I% a QACC,a,month Indian chartered acco&ntant doesn/t swi!e #o&r com%ortable acco&ntin$ +ob T&rbo,Ta- will. .onsider three hea"il# 7,)irected !ro%essionsM com!&ter !ro$rammers !h#sicians and law#ers. In the old da#s 0 sa#s com!&ter scientist =ernor =in$e an#bod# with e"en ro&tine skills co&ld $et a +ob as a !ro$rammer. That isn/t tr&e an#more. The ro&tine %&nctions are increasin$l# bein$ t&rned o"er to machines.0H@ Indeed a small 6ritish com!an# called A!!li$enics has created so%tware that can write so%tware. Where a t#!ical h&man bein$'whether the Indians I met or their hi$her,!aid co&nter!arts in the 3nited States'can write abo&t %o&r h&ndred lines o% com!&ter code !er da# A!!li$enics a!!lications can do the same work in less than a second.HI The res&ltM as the sc&t work $ets o%%,loaded en$ineers and !ro$rammers will ha"e to master di%%erent a!tit&des rel#in$ more on creati"it# than com!etence more on tacit knowled$e than technical man&als and more on %ashionin$ the bi$ !ict&re than sweatin$ the details. A&tomation is also chan$in$ the work o% man# doctors. M&ch o% medical dia$nosis amo&nts to %ollowin$ a series o% decision trees'Is it a dr# co&$h or a !rod&cti"e oneT Is the T,cell co&nt abo"e or below a certain le"elT'and honin$ in on the answer. .om!&ters can !rocess the binar# lo$ic o% decision trees with a swi%tness and acc&rac# h&mans can/t be$in to a!!roach. So an arra# o% so%tware and online !ro$rams has emer$ed that allow !atients to answer a series o% *&estions on their com!&ter screens and arri"e at a !reliminar# dia$nosis witho&t the assistance o% a !h#sician. 4ealth care cons&mers ha"e be$&n to &se s&ch tools both to %i$&re o&t their risk o% serio&s diseases's&ch as heart %ail&re coronar# arter# disease and some o% the most common cancers'1and2 to make li%e,and,death treatment decisions once the# are dia$nosed 0 re!orts the Wall Street Ko&rnal.HG At the same time there/s been an e-!losion o% electronic databases o% medical and health in%ormation. In a t#!ical #ear abo&t BCC million !eo!le worldwide $o online %or health and medical in%ormation and "isit more than H? CCC medical Web sites.?C As !atients sel%,dia$nose and ta! the same reser"oir o% in%ormation a"ailable to !h#sicians these tools are trans%ormin$ the doctor/s role %rom omniscient !&r"e#or o% sol&tions to em!athic ad"isor on o!tions. O% co&rse the da#,to,da# work o% !h#sicians o%ten in"ol"es challen$es too com!le- %or so%tware alone'and we/ll still rel# on e-!erienced doctors to dia$nose &n&s&al diseases. 6&t as I/ll show later in this book these de"elo!ments are chan$in$ the em!hasis o% man# medical !ractices'awa# %rom ro&tine anal#tical and in%ormation,based work and toward em!ath# narrati"e medicine and holistic care. A similar !attern is &n%oldin$ in the le$al !ro%ession. )o(ens o% ine-!ensi"e in%ormation and ad"ice ser"ices are resha!in$ law !ractice. For e-am!le .om!lete.ase.com which calls itsel% the !remier online &ncontested di"orce ser"ice center 0 will handle #o&r di"orce %or a mere

QHFG. At the same time the Web is crackin$ the in%ormation mono!ol# that has lon$ been the so&rce o% man# law#ers/ hi$h incomes and !ro%essional m#sti*&e. Attorne#s char$e an a"era$e o% QBIC !er ho&r. 6&t man# Web sites'%or instance 7aw"anta$e.com and 3S7e$al%orms.com'now o%%er basic le$al %orms and other doc&ments %or as little as QBF.GA. As The New <ork Times re!orts Instead o% askin$ law#ers to dra%t contracts at a cost o% se"eral tho&sand dollars 0 clients now %ind the !ro!er %orms online'and then take the $eneric doc&ments to law#ers who c&stomi(e them at a cost o% se"eral h&ndred dollars a!iece.0 The res&lt sa#s the Times is that the le$al ind&str# ma# be on the "er$e o% %&ndamental chan$es51that2 co&ld red&ce the demand %or traditional ser"ices and %orce law#ers to lower %ees.0?B The attorne#s who remain will be those who can tackle %ar more com!le- !roblems and those who can !ro"ide somethin$ that databases and so%tware cannot'co&nselin$ mediation co&rtroom stor#tellin$ and other ser"ices that de!end on R,)irected Thinkin$. TO RE.AP three %orces are tiltin$ the scales in %a"or o% R,)irected Thinkin$. Ab&ndance has satis%ied and e"en o"ersatis%ied the material needs o% millions'boostin$ the si$ni%icance o% bea&t# and emotion and acceleratin$ indi"id&als/ search %or meanin$. Asia is now !er%ormin$ lar$e amo&nts o% ro&tine white,collar 7,)irected work at si$ni%icantl# lower costs thereb# %orcin$ knowled$e workers in the ad"anced world to master abilities that can/t be shi!!ed o"erseas. And a&tomation has be$&n to a%%ect this $eneration/s white,collar workers in m&ch the same wa# it did last $eneration/s bl&e,collar workers re*&irin$ 7,)irected !ro%essionals to de"elo! a!tit&des that com!&ters can/t do better %aster or chea!er. So what ha!!ens ne-tT What ha!!ens to &s as o&r li"es $et cli!!ed b# a&tomation and Asia'and recon%i$&red b# ab&ndanceT I/ll e-amine that in the ne-t cha!ter.

Three

4I;4 .ON.EPT 4I;4 TO3.4

Think o% the last BAC #ears as a three,act drama.


In Act I the Ind&strial A$e massi"e %actories and e%%icient assembl# lines !owered the econom#. The lead character in this act was the mass !rod&ction worker whose cardinal traits were !h#sical stren$th and !ersonal %ortit&de. In Act II the In%ormation A$e the 3nited States and other nations be$an to e"ol"e. Mass !rod&ction %aded into the back$ro&nd while in%ormation and knowled$e %&eled the economies o% the de"elo!ed world. The central %i$&re in this act was the knowled$e worker whose de%inin$ characteristic was !ro%icienc# in 7,)irected Thinkin$. Now as the %orces o% Ab&ndance Asia and A&tomation dee!en and intensi%# the c&rtain is risin$ on Act III. .all this act the .once!t&al A$e. The main characters now are the creator and the em!athi(er whose distincti"e abilit# is master# o% R,)irected Thinkin$. I/"e de!icted this !ro$ression in Fi$&re ?.B broadenin$ the stor# to incl&de the Ind&strial A$e/s !redecessor the A$ric&lt&re A$e. The hori(ontal a-is shows time. The "ertical a-is shows a combination o% a%%l&ence technolo$ical !ro$ress and $lobali(ation 8what I/"e shorthanded AT;9. As indi"id&als $row richer as technolo$ies become more !ower%&l and as the world $rows more connected these three %orces e"ent&all# $ather eno&$h collecti"e moment&m to n&d$e &s into a new era. That is how o"er time we mo"ed %rom the A$ric&lt&re A$e to the Ind&strial A$e to the In%ormation A$e. The latest instance o% this !attern is toda#/s transition %rom the In%ormation A$e to the .once!t&al A$e once a$ain %ed b# a%%l&ence 8the ab&ndance that characteri(es Western li%e9 technolo$ical !ro$ress 8the a&tomation o% se"eral kinds o% white,collar work9 and $lobali(ation 8certain t#!es o% knowled$e work mo"in$ to Asia9.

In short we/"e !ro$ressed %rom a societ# o% %armers to a societ# o% %actor# workers to a societ# o% knowled$e workers. And now we/re !ro$ressin$ #et a$ain'to a societ# o% creators and

em!athi(ers o% !attern reco$ni(ers and meanin$ makers. Fi$&re ?.H de!icts this same e"ol&tion b&t in a wa# that mi$ht s!eak more to the ri$ht side o% #o&r brain.

And i% a !ict&re is worth a tho&sand words a meta!hor is worth a tho&sand !ict&res. We/"e mo"ed %rom an econom# b&ilt on !eo!le/s backs to an econom# b&ilt on !eo!le/s le%t brains to what is emer$in$ toda#M an econom# and societ# b&ilt more and more on !eo!le/s ri$ht brains. When economies and societies de!ended on %actories and mass !rod&ction R,)irected Thinkin$ was mostl# irrele"ant. Then as we mo"ed to knowled$e work R,)irected Thinkin$ came to be reco$ni(ed as le$itimate tho&$h still secondar# to the !re%erred mode o% 7, )irected Thinkin$. Now as North America Western E&ro!e A&stralia and Ka!an e"ol"e once a$ain R,)irected Thinkin$ is be$innin$ to achie"e social and economic !arit#'and in man# cases !rimac#. In the twent#,%irst cent&r# it has become the %irst amon$ e*&als the ke# to !ro%essional achie"ement and !ersonal satis%action. 6&t let me be clearM the %&t&re is not some Manichean world in which indi"id&als are either le%t, brained and e-tinct or ri$ht,brained and ecstatic'a land in which millionaire !otters dri"e 6MWs and com!&ter !ro$rammers scr&b co&nters at .hick,%il,A. 7,)irected Thinkin$ remains indis!ensable. It/s +&st no lon$er s&%%icient. In the .once!t&al A$e what we need instead is a whole new mind.

4i$h .once!t and 4i$h To&ch


To s&r"i"e in this a$e indi"id&als and or$ani(ations m&st e-amine what the#/re doin$ to earn a li"in$ and ask themsel"es three *&estionsM I% #o&r answer to *&estion B or H is #es or i% #o&r answer to *&estion ? is no #o&/re in dee! tro&ble. Mere s&r"i"al toda# de!ends on bein$ able to do somethin$ that o"erseas knowled$e workers can/t do chea!er that !ower%&l com!&ters can/t do %aster and that satis%ies one o% the nonmaterial transcendent desires o% an ab&ndant a$e. That is wh# hi$h tech is no lon$er eno&$h. We/ll need to s&!!lement o&r well,de"elo!ed hi$h, tech abilities with abilities that are hi$h conce!t and hi$h to&ch. 8As I mentioned in the Introd&ction hi$h conce!t in"ol"es the abilit# to create artistic and emotional bea&t# to detect !atterns and o!!ort&nities to cra%t a satis%#in$ narrati"e and to combine seemin$l# &nrelated ideas into a no"el in"ention. 4i$h to&ch in"ol"es the abilit# to em!athi(e to &nderstand the s&btleties o% h&man interaction to %ind +o# in one/s sel% and to elicit it in others and to stretch be#ond the *&otidian in !&rs&it o% !&r!ose and meanin$.9B 4i$h conce!t and hi$h to&ch are on the rise thro&$ho&t the world econom# and societ#. 6&t %or the most !ers&asi"e e"idence it hel!s to look in the most &nlikel# !laces. Take medical schools

lon$ a bastion %or those with the best $rades hi$hest test scores and the keenest !owers o% anal#tical thinkin$. Toda# the c&rric&l&m at American medical schools is &nder$oin$ its $reatest chan$e in a $eneration. St&dents at .ol&mbia 3ni"ersit# Medical School and elsewhere are bein$ trained in narrati"e medicine 0 beca&se research has re"ealed that des!ite the !ower o% com!&ter dia$nostics an im!ortant !art o% a dia$nosis is contained in a !atient/s stor#. At the <ale School o% Medicine st&dents are honin$ their !owers o% obser"ation at the <ale .enter %or 6ritish Art beca&se st&dents who st&d# !aintin$s e-cel at noticin$ s&btle details abo&t a !atient/s condition. Meantime more than %i%t# medical schools across the 3nited States ha"e incor!orated s!irit&alit# into their co&rsework. 3.7A Medical School has established a 4os!ital O"erni$ht Pro$ram in which second,#ear st&dents are admitted to the hos!ital o"erni$ht with %ictitio&s ailments. The !&r!ose o% this !la#actin$T To de"elo! medical st&dents/ em!ath# %or !atients 0 sa#s the school. Ke%%erson Medical School in Philadel!hia has e"en de"elo!ed a new meas&re o% !h#sician e%%ecti"eness'an em!ath# inde-.H Or lea"e American teachin$ hos!itals and head %or the world/s second lar$est econom#. Ka!an which rose %rom the ashes o% World War II thanks to its intense em!hasis on 7,)irected Thinkin$ is now reconsiderin$ the so&rce o% its national stren$th. Altho&$h Ka!anese st&dents lead the world in math and science scores man# in Ka!an s&s!ect that the nation/s &nrelentin$ %oc&s on schoolbook academics mi$ht be an o&tdated a!!roach. So the co&ntr# is remakin$ its "a&nted ed&cation s#stem to %oster $reater creati"it# artistr# and !la#. 7ittle wonder. Ka!an/s most l&crati"e e-!ort these da#s isn/t a&tos or electronics. It/s !o! c&lt&re.? Meanwhile in res!onse to the mind,meltin$ academic !ress&res on Ka!anese #o&th the Ed&cation Ministr# has been !&shin$ st&dents to re%lect on the meanin$ and mission o% their li"es enco&ra$in$ what it calls ed&cation o% the heart.0 Then when #o&/"e ret&rned %rom Ka!an check o&t a third &nlikel# settin$'the mammoth m&ltinational ;eneral Motors. A %ew #ears a$o ;M hired a man named Robert 7&t( to hel! t&rn aro&nd the ailin$ a&tomaker. 6ob 7&t( is not e-actl# a to&ch#,%eel# arts#%arts# kind o% $&#. 4e/s a cra$$# white,haired white man in his se"enties. )&rin$ his career he/s been an e-ec&ti"e at each o% the bi$ three American a&tomakers. 4e looks and acts like a marine which he once was. 4e smokes ci$ars. 4e %lies his own !lane. 4e belie"es $lobal warmin$ is a m#th !eddled b# the en"ironmental mo"ement. 6&t when 7&t( took o"er his !ost at belea$&ered ;M and The New <ork Times asked him how his a!!roach wo&ld di%%er %rom that o% his !redecessors here/s how he res!ondedM It/s more ri$ht brain5. I see &s bein$ in the art b&siness. Art entertainment and mobile sc&l!t&re which coincidentall# also ha!!ens to !ro"ide trans!ortation.0F 7et that comment settle in %or a moment. ;eneral Motors'an e-em!lar not e"en o% the In%ormation A$e b&t o% the Ind&strial A$e'sa#s it/s in the art b&siness. The art b&siness. And the !erson leadin$ ;M into this ri$ht,brain world isn/t some beret,to!!ed artiste b&t a se"ent#, somethin$ !iss,and,"ine$ar %ormer marine. To !ara!hrase 6&%%alo S!rin$%ield there/s somethin$ ha!!enin$ here'and what it is is becomin$ more clear. 4i$h,conce!t and hi$h, to&ch a!tit&des are mo"in$ %rom the !eri!her# o% o&r li"es to the center.

M6As and MFAs


;ettin$ admitted to 4ar"ard 6&siness School is a cinch. At least that/s what se"eral h&ndred !eo!le m&st think each #ear a%ter the# a!!l# to the $rad&ate !ro$ram o% the 3.7A )e!artment o% Art'and don/t $et in. While 4ar"ard/s M6A !ro$ram admits abo&t BC !ercent o% its a!!licants 3.7A/s %ine arts $rad&ate school admits onl# ? !ercent. Wh#T A master o% %ine arts an MFA is now one o% the hottest credentials in a world where e"en ;eneral Motors is in the art b&siness. .or!orate recr&iters ha"e be$&n "isitin$ the to! arts $rad schools'!laces s&ch as

the Rhode Island School o% )esi$n the School o% the Art Instit&te o% .hica$o Michi$an/s .ranbrook Academ# o% Art'in search o% talent. And this broadened a!!roach has o%ten come at the e-!ense o% more traditional b&siness $rad&ates. For instance in BGG? LB !ercent o% mana$ement cons&ltanc# Mc>inse#/s recr&its had M6A de$rees. 7ess than a decade later it was down to F? !ercent beca&se Mc>inse# sa#s other disci!lines are +&st as "al&able in hel!in$ new hires !er%orm well at the %irm. With a!!lications climbin$ and e"er more arts $rads occ&!#in$ ke# cor!orate !ositions the r&les ha"e chan$edM the MFA is the new M6A. The reasons %or this $o back to two o% the %orces I e-!lained in the !re"io&s cha!ter. 6eca&se o% Asia man# M6A $rad&ates are becomin$ this cent&r#/s bl&e,collar workers'!eo!le who entered a work%orce %&ll o% !romise onl# to see their +obs mo"e o"erseas. In"estment banks as we learned are hirin$ M6As in India to handle %inancial anal#sis. A. T. >earne# estimates that in the ne-t %i"e #ears 3.S. %inancial ser"ices com!anies will trans%er a hal%,million +obs to low,cost locales s&ch as India. As the Economist !&t it the sorts o% entr#,le"el M6A tasks that wo&ld once ha"e been %oisted on ambitio&s b&t ine-!erienced #o&n$ recr&its workin$ lon$ ho&rs to earn their s!&rs in Wall Street or the .it# o% 7ondon are thanks to the miracle o% %ibre,o!tic cable %oisted on their lower,!aid Indian co&nter!arts.0 At the same time beca&se o% Ab&ndance b&sinesses are reali(in$ that the onl# wa# to di%%erentiate their $oods and ser"ices in toda#/s o"erstocked market!lace is to make their o%%erin$s !h#sicall# bea&ti%&l and emotionall# com!ellin$. Th&s the hi$h,conce!t abilities o% an artist are o%ten more "al&able than the easil# re!licated 7,)irected skills o% an entr#,le"el b&siness $rad&ate. In the middle o% the last cent&r# .harlie Wilson a ;M e-ec&ti"e who became 3.S. de%ense secretar# %amo&sl# remarked that what was $ood %or ;eneral Motors was $ood %or America. It/s time to &!date Wilson/s ma-im %or a new cent&r#. What is ha!!enin$ to ;eneral Motors is ha!!enin$ to America'and what is ha!!enin$ to America is ha!!enin$ in man# other co&ntries. Toda# we/re all in the art b&siness. In the 3nited States the n&mber o% $ra!hic desi$ners has increased ten%old in a decadeP $ra!hic desi$ners o&tn&mber chemical en$ineers b# %o&r to one. Since BG@C the 3nited States has ?C !ercent more !eo!le earnin$ a li"in$ as writers and AC !ercent more earnin$ a li"in$ b# com!osin$ or !er%ormin$ m&sic. Some HFC 3.S. &ni"ersities ha"e established creati"e writin$ MFA !ro$rams &! %rom %ewer than twent# two decades a$o.A More Americans toda# work in arts entertainment and desi$n than work as law#ers acco&ntants and a&ditors.L 8A si$n o% these new times is a #o&n$ "ent&re in Ale-andria =ir$inia. When ro&tine le$al research $oes o"erseas and basic le$al in%ormation is a"ailable online what/s le%t %or the liti$io&sT 4i$h, conce!t work like that done b# Animators at 7aw a $ra!hic desi$n %irm sta%%ed b# law $rad&ates that !re!ares e-hibits "ideos and "is&al aids to hel! to! trial attorne#s !ers&ade +&ries.9 In HCCH .arne$ie Mellon 3ni"ersit# &rban !lanner Richard Florida identi%ied a $ro&! o% ?I million Americans that he labeled the creati"e class0 and claimed were the ke# to economic de"elo!ment. Altho&$h Florida/s de%inition o% creati"e0 was bi(arrel# e-!ansi"e'he incl&des acco&ntants ins&rance ad+&sters and ta- attorne#s as creati"es0'the $rowth o% this class/s ranks is hard to i$nore. Its share o% the 3.S. work%orce has do&bled since BGIC and is ten times what it was a cent&r# a$o.@ A similar trend toward hi$h,conce!t work is a%oot elsewhere in the world. 3sin$ a more sensible de%inition o% creati"e0'to incl&de %i%teen ind&stries %rom desi$n to !er%ormin$ arts to research and de"elo!ment to "ideo $ames'6ritish anal#st Kohn 4owkins estimates that the creati"e sector in the 3nited >in$dom is !rod&cin$ nearl# QHCC billion o% $oods and ser"ices each #ear. 4owkins calc&lates that within %i%teen #ears this sector will be worth abo&t QL.B trillion internationall# makin$ 4i$h .once!t Nation one o% the lar$est economies in the world.I Meantime 6ritish or$ani(ations s&ch as the 7ondon 6&siness School and the <orkshire Water .om!an# ha"e established artist,in,residence !ro$rams. 3nile"er 3>

em!lo#s !ainters !oets and comic book creators to ins!ire the rest o% its sta%%. One North 7ondon %ootball cl&b e"en has its own !oet in residence. 6&t art in the traditional sense is neither the onl# nor the most im!ortant com!onent o% these emer$in$ whole,minded a!tit&des. ;o back to those In%ormation A$e rock stars com!&ter !ro$rammers. The o&tso&rcin$ o% ro&tine so%tware work is !&ttin$ a new !remi&m on so%tware en$ineers with hi$h,conce!t abilities. As the 7alits and >a"itas o% the world take o"er the ro&tine work o% so%tware %abrication maintenance testin$ and &!$radin$ .once!t&al A$e so%tware t#!es will concentrate on no"elt# and n&ance. A%ter all be%ore the Indian !ro$rammers ha"e somethin$ to %abricate maintain test or &!$rade that somethin$ %irst m&st be ima$ined or in"ented. And these creations m&st then be e-!lained and tailored to c&stomers and entered into the swirl o% commerce all o% which re*&ire a!tit&des that can/t be red&ced to a set o% r&les on a s!ec sheet'in$en&it# !ersonal ra!!ort and $&t instinct.

IX and EX
When m&se&m c&rators o% the %&t&re assemble an e-hibit on American schoolin$ in the twentieth cent&r# the#/ll ha"e man# arti%acts to choose %rom'ch&nk# te-tbooks d&st# blackboards one,!iece in+ection,molded desks with wra!aro&nd writin$ s&r%aces. 6&t one item deser"es s!ecial consideration. I recommend that in the center o% the e-hibition enclosed in a s!arklin$ $lass case the c&rators dis!la# a well,shar!ened No. H !encil. I% the $lobal s&!!l# chain e"er con%ronted a shorta$e o% No. H !encils the American ed&cation s#stem mi$ht colla!se. From the time children are able e"en to $ras! one o% these wooden writin$ sticks the# &se them to take an endless batter# o% tests that !&r!ort to meas&re their c&rrent abilit# and %&t&re !otential. In elementar# school we assess children/s IXs. 7ater on we meas&re their skill in readin$ and math'then !lot their scores a$ainst children %rom the rest o% the state the co&ntr# and the world. 6# the time kids arri"e in hi$h school the#/re !re!arin$ %or the SAT the desert the# m&st cross to reach the !romised land o% a $ood +ob and a ha!!# li%e. As I/"e noted this SAT,ocrac# has its "irt&es. 6&t America/s test,ha!!# s#stem also has se"eral weaknesses that are onl# recentl# bein$ acknowled$ed. For e-am!le )aniel ;oleman a&thor o% the $ro&ndbreakin$ book Emotional Intelli$ence has e-amined an arra# o% academic st&dies that ha"e attem!ted to meas&re how m&ch IX 8which like the SAT meas&res !&re 7,)irected Thinkin$ !rowess9 acco&nts %or career s&ccess. What do #o& think these st&dies %o&ndT ;rab a No. H !encil and take a $&ess. Accordin$ to the latest research IX acco&nts %or what !ortion o% career s&ccessT The answerM between F and BC !ercent. 8.on%inin$ onesel% onl# to the answers !resented is a s#m!tom o% e-cessi"e 7,)irected Thinkin$.9 Accordin$ to ;oleman IX can in%l&ence the !ro%ession one enters. M# IX %or instance is wa# too low %or a career in astro!h#sics. 6&t within a !ro%ession master# o% 7,)irected Thinkin$ matters relati"el# little. More im!ortant are *&alities that are to&$her to *&anti%# the "er# kinds o% hi$h,conce!t and hi$h,to&ch abilities I/"e been mentionin$'ima$ination +o#%&lness and social de-terit#. For instance research b# ;oleman and the 4a# ;ro&! has %o&nd that within or$ani(ations the most e%%ecti"e leaders were %&nn# 8that is %&nn# ha,ha not %&nn# stran$e9. These leaders had their char$es la&$hin$ three times more o%ten than their mana$erial co&nter!arts.G 8And h&mor as I/ll disc&ss in .ha!ter I de!ends hea"il# on the brain/s ri$ht hemis!here.9 6&t where ha"e #o& seen a standardi(ed test that meas&res comedic a!tit&deT Act&all# #o& co&ld %ind one in New 4a"en .onnectic&t where a <ale 3ni"ersit# !s#cholo$#

!ro%essor is de"elo!in$ an alternati"e SAT. Pro%essor Robert Sternber$ calls his test the Rainbow Pro+ect'and it certainl# so&nds like a lot more %&n than the !ress&re,!acked e-am man# o% &s end&red as teena$ers. In Sternber$/s test st&dents are $i"en %i"e blank New <orker cartoons'and m&st cra%t h&moro&s ca!tions %or each one. The# m&st also write or narrate a stor# &sin$ as their $&ide onl# a title s&!!lied b# the test $i"ers 8sam!le titleM The Octo!&s/s Sneakers09. And st&dents are !resented with "ario&s real,li%e challen$es'arri"in$ at a !art# where the# don/t know an#bod# or tr#in$ to con"ince %riends to hel! mo"e %&rnit&re'and asked how the#/d res!ond. Altho&$h still in its e-!erimental sta$es the Rainbow Pro+ect has been twice as s&ccess%&l as the SAT in !redictin$ how well st&dents !er%orm in colle$e. What/s more the !ersistent $a! in !er%ormance between white st&dents and racial minorities e"ident on the SAT narrows considerabl# on this test. Sternber$/s test doesn/t aim to re!lace the SAT'onl# to a&$ment it. 8In %act one o% its %&nders is the .olle$e 6oard which s!onsors the SAT.9 And the SAT itsel% recentl# has been re"ised to incl&de a writin$ com!onent. 6&t the Rainbow Pro+ect/s "er# e-istence is re"ealin$. I% #o& don/t do well on 1the SAT2 0 Sternber$ sa#s e"er#where #o& t&rn the access ro&tes to s&ccess in o&r societ# are blocked.0 6&t as more ed&cators are reco$ni(in$ those roadblocks can e-cl&de !eo!le with a!tit&des that the SAT doesn/t meas&re.BC This is es!eciall# tr&e %or hi$h,to&ch abilities'that is the ca!acit# %or com!assion care and &!li%t'which are becomin$ a ke# com!onent o% man# occ&!ations in the .once!t&al A$e. The n&mber o% +obs in the carin$ !ro%essions0'co&nselin$ n&rsin$ and hands,on health assistance'is s&r$in$. For e-am!le while ad"anced nations are e-!ortin$ hi$h,tech com!&ter !ro$rammin$ +obs the# are im!ortin$ n&rses %rom the Phili!!ines and other Asian co&ntries. As a res&lt o% this shorta$e n&rsin$ salaries are climbin$ and the n&mber o% male re$istered n&rses has do&bled since the mid,BGICs.BB We/ll learn more abo&t this in .ha!ter @.

Mone# and Meanin$


While work is $oin$ hi$h conce!t and hi$h to&ch the most si$ni%icant chan$e o% the .once!t&al A$e mi$ht be occ&rrin$ o&tside the o%%ice'and inside o&r hearts and so&ls. P&rs&its de"oted to meanin$ and transcendence %or instance are now as mainstream as a do&ble tall latte. In the 3nited States ten million ad&lts now en$a$e in some %orm o% re$&lar meditation do&ble the n&mber a decade a$o. Fi%teen million !ractice #o$a twice the n&mber in BGGG. American !o!&lar entertainment is so awash in s!irit&al themes that T= ;&ide heralds the rise o% transcendental tele"ision.0BH The a$in$ o% 3.S. bab# boomers'as well as the e"en more notable a$in$ o% the !o!&lations o% Ka!an and the E&ro!ean 3nion'is also acceleratin$ this shi%t. As !eo!le mat&re 0 writes !s#cholo$ist )a"id Wol%e their co$niti"e !atterns become less abstract 8le%t,brain orientation9 and more concrete 8ri$ht,brain orientation9 which res&lts in a shar!ened sense o% realit# increased ca!acit# %or emotion and enhancement o% their sense o% connectedness0 8!arentheses in the ori$inal9.B? In other words as indi"id&als a$e the# !lace $reater em!hasis in their own li"es on *&alities the# mi$ht ha"e ne$lected in the r&sh to b&ild careers and raise %amiliesM !&r!ose intrinsic moti"ation and meanin$. Indeed two researchers ha"e ar$&ed that this %leet o% em!athic meanin$,seekin$ boomers has alread# started wadin$ ashore. In HCCC Pa&l Ra# and Sherr# R&th Anderson identi%ied a s&bc&lt&re o% %i%t# million Americans that the# d&bbed .&lt&ral .reati"es.0 .&lt&ral .reati"es the# claim acco&nt %or one,%o&rth o% 3.S ad&lts a !o!&lation ro&$hl# the si(e o% France. And the attrib&tes o% this cohort echo man# o% the elements o% an R,)irected a!!roach to li%e. For instance .&lt&ral .reati"es insist on seein$ the bi$ !ict&re 0 the a&thors write. The# are $ood at s#nthesi(in$.0 And the# see women/s wa#s o% knowin$ as "alidM %eelin$ em!ath# and

s#m!ath# %or others takin$ the "iew!oint o% the one who s!eaks seein$ !ersonal e-!eriences and %irst,!erson stories as im!ortant wa#s o% learnin$ and embracin$ an ethic o% carin$.0BF 6ab# boomers are enterin$ the .once!t&al A$e with an e#e on their own chronolo$ical a$e. The# reco$ni(e that the# now ha"e more o% their li"es behind them than ahead o% them. And s&ch indis!&table arithmetic can concentrate the mind. A%ter decades o% !&rs&in$ riches wealth seems less all&rin$. For them and %or man# others in this new era meanin$ is the new mone#. W4AT )OES all this mean %or #o& and meT 4ow can we !re!are o&rsel"es %or the .once!t&al A$eT On one le"el the answer is strai$ht%orward. In a world tossed b# Ab&ndance Asia and A&tomation in which 7,)irected Thinkin$ remains necessar# b&t no lon$er s&%%icient we m&st become !ro%icient in R,)irected Thinkin$ and master a!tit&des that are hi$h conce!t and hi$h to&ch. We m&st !er%orm work that o"erseas knowled$e workers can/t do chea!er that com!&ters can/t do %aster and that satis%ies the aesthetic emotional and s!irit&al demands o% a !ros!ero&s time. 6&t on another le"el that answer is inade*&ate. What e-actl# are we s&!!osed to doT I/"e s!ent the last %ew #ears in"esti$atin$ that *&estion. And I/"e distilled the answer to sis!eci%ic hi$h,conce!t and hi$h,to&ch a!tit&des that ha"e become essential in this new era. I call these a!tit&des the si- senses.0 )esi$n. Stor#. S#m!hon#. Em!ath#. Pla#. Meanin$. And it is to hel!in$ #o& &nderstand and master these si- a!tit&des that I de"ote the second !art o% this book.

PART TWO

The Si- Senses

INTRO)3.IN; T4E SIY SENSES

In the .once!t&al A$e we will need to com!lement o&r 7,)irected reasonin$ b# masterin$ siessential R,)irected a!tit&des. To$ether these si- hi$h,conce!t hi$h,to&ch senses can hel! de"elo! the whole new mind this new era demands. )esi$n. Stor#. S#m!hon#. Em!ath#. Pla#. Meanin$. These si- senses increasin$l# will $&ide o&r li"es and sha!e o&r world. Man# o% #o& no do&bt welcome s&ch a chan$e. 6&t to some o% #o& this "ision mi$ht seem dread%&l'a hostile takeo"er o% normal li%e b# a band o% !ose&rs in black &nitards who will lea"e behind the ins&%%icientl# art# and emoti"e. Fear not. The hi$h,conce!t hi$h,to&ch abilities that now matter most are %&ndamentall# h&man attrib&tes. A%ter all back on the sa"annah o&r ca"e,!erson ancestors weren/t takin$ SATs or !l&$$in$ n&mbers into s!readsheets. 6&t the# were tellin$ stories demonstratin$ em!ath# and desi$nin$ inno"ations. These abilities ha"e alwa#s com!rised !art o% what it means to be h&man. 6&t a%ter a %ew $enerations in the In%ormation A$e these m&scles ha"e atro!hied. The challen$e is to work them back into sha!e. 8That/s the idea behind the Port%olio section at the end o% each cha!ter. This collection o% tools e-ercises and %&rther readin$ materials will send #o& on #o&r wa# to de"elo!in$ a whole new mind.9 An#one can master the si- .once!t&al A$e senses. 6&t those who master them %irst will ha"e a h&$e ad"anta$e. So let/s $et started.

Fo&r

)ESI;N

The late ;ordon Mac>en(ie a lon$time creati"e %orce at 4allmark .ards once told a stor# that
*&ickl# entered the %olklore amon$ desi$ners. Mac>en(ie was a !&blic,s!irited %ellow who o%ten "isited schools to talk abo&t his !ro%ession. 4e/d o!en each talk b# tellin$ st&dents he was an artist. Then he/d look aro&nd the classroom notice the artwork on the walls and wonder alo&d who created the master!ieces. 4ow man# artists are there in the roomT0 Mac>en(ie wo&ld ask. Wo&ld #o& !lease raise #o&r handsT0 The res!onses alwa#s %ollowed the same !attern. In kinder$arten and %irst,$rade classes e"er# kid thr&st a hand in the air. In second,$rade classes abo&t three,%o&rths o% the kids raised their hands tho&$h less ea$erl#. In third $rade onl# a %ew children held &! their hands. And b# si-th $rade not a sin$le hand went &!. The kids +&st looked aro&nd to see i% an#bod# in the class wo&ld admit to what the#/d now learned was de"iant beha"ior. )esi$ners and other creati"e t#!es re!eated Mac>en(ie/s tale'o%ten o"er drinks &s&all# in a wist%&l tone'to show how little the wider world "al&ed their work. And when Mac>en(ie related the stor# himsel% to lar$e a&diences !eo!le wo&ld slowl# shake their heads. What a shame the# wo&ld m&tter. Too bad the# wo&ld cl&ck. 6&t their reaction was at most a lament. In %act the# sho&ld ha"e been o&tra$ed. The# sho&ld ha"e raced to their local school and demanded an e-!lanation. The# sho&ld ha"e consoled their children con%ronted the !rinci!al and o&sted the school board. 6eca&se Mac>en(ie/s stor# is not some tear# sa$a abo&t &nder%&nded art !ro$rams. It is a ca&tionar# tale %or o&r times. The wealth o% nations and the well,bein$ o% indi"id&als now de!end on ha"in$ artists in the room. In a world enriched b# ab&ndance b&t disr&!ted b# the a&tomation and o&tso&rcin$ o% white,collar work e"er#one re$ardless o% !ro%ession m&st c&lti"ate an artistic sensibilit#. We ma# not all be )ali or )e$as. 6&t toda# we m&st all be desi$ners. It/s eas# to dismiss desi$n'to rele$ate it to mere ornament the !retti%#in$ o% !laces and ob+ects to dis$&ise their banalit#. 6&t that is a serio&s mis&nderstandin$ o% what desi$n is and wh# it matters'es!eciall# now. Kohn 4eskett a scholar o% the s&b+ect e-!lains it wellM 1)2esi$n stri!!ed to its essence can be de%ined as the h&man nat&re to sha!e and make o&r en"ironment in wa#s witho&t !recedent in nat&re to ser"e o&r needs and $i"e meanin$ to o&r li"es.0B 7ook &! %rom this !a$e and cast #o&r e#es aro&nd the room #o&/re in. E"er#thin$ in #o&r midst has been desi$ned. The t#!e%ace o% these letters. The book #o& hold in #o&r hands. The clothes that co"er #o&r bod#. The !iece o% %&rnit&re on which #o&/re sittin$. The b&ildin$ that s&rro&nds #o&. These thin$s are !art o% #o&r li%e beca&se someone else ima$ined them and bro&$ht them into bein$. )esi$n is a classic whole,minded a!tit&de. It is to borrow 4eskett/s terms a combination o% &tilit# and si$ni%icance. A $ra!hic desi$ner m&st whi! &! a broch&re that is eas# to read. That/s &tilit#. 6&t at its most e%%ecti"e her broch&re m&st also transmit ideas or emotions that the words themsel"es cannot con"e#. That/s si$ni%icance. A %&rnit&re desi$ner m&st cra%t a table that stands &! !ro!erl# and s&!!orts its wei$ht 8&tilit#9. 6&t the table m&st also !ossess an aesthetic a!!eal that transcends %&nctionalit# 8si$ni%icance9. 3tilit# is akin to 7,)irected Thinkin$P si$ni%icance is akin to R,)irected Thinkin$. And as with those two thinkin$ st#les

toda# &tilit# has become wides!read ine-!ensi"e and relati"el# eas# to achie"e'which has increased the "al&e o% si$ni%icance. I think desi$ners are the alchemists o% the %&t&re.0 'RI.4AR) >OS4A7E> !resident Art .enter .olle$e o% )esi$n )esi$n'that is &tilit# enhanced b# si$ni%icance'has become an essential a!tit&de %or !ersonal %&l%illment and !ro%essional s&ccess %or at least three reasons. First thanks to risin$ !ros!erit# and ad"ancin$ technolo$# $ood desi$n is now more accessible than e"er which allows more !eo!le to !artake in its !leas&res and become connoisse&rs o% what was once s!eciali(ed knowled$e. Second in an a$e o% material ab&ndance desi$n has become cr&cial %or most modern b&sinesses'as a means o% di%%erentiation and as a wa# to create new markets. Third as more !eo!le de"elo! a desi$n sensibilit# we/ll increasin$l# be able to de!lo# desi$n %or its &ltimate !&r!oseM chan$in$ the world. I saw all three o% these reasons con"er$e one brisk Febr&ar# mornin$ hal% a block %rom Inde!endence 4all in downtown Philadel!hia at a !lace that ;ordon Mac>en(ie m&st be smilin$ down on %rom hea"en. IT/S BC A.M. in Mike Rein$old/s desi$n st&dio. As soothin$ m&sic is !i!ed thro&$h the air one st&dent is !osin$ on a chair that sits ato! a table while her nineteen classmates sketch her %orm on their lar$e drawin$ !ads. The scene is strai$ht o&t o% a ton# arts academ# e-ce!t %or one thin$M the #o&n$ men and women sketchin$ awa# are all tenth,$raders and most o% them come %rom some o% the ro&$hest nei$hborhoods in Philadel!hia. Welcome to .4A)'the .harter 4i$h School %or Architect&re and )esi$n'a t&ition,%ree Philadel!hia !&blic school that is demonstratin$ the !ower o% desi$n to e-!and #o&n$ minds while also !&nct&rin$ the m#th that desi$n is the !ro"ince o% a select %ew. 6e%ore the# came to .4A) as ninth,$raders most o% these st&dents had ne"er taken an art class and one,third read and did math at a third,$rade le"el. 6&t now i% the# %ollow the ro&te o% those in the senior class IC !ercent o% them will $o on to two,or %o&r,#ear colle$es'and some o% them will enroll at !laces like the Pratt Instit&te and the Rhode Island School o% )esi$n. When it was %o&nded in BGGG as the co&ntr#/s %irst !&blic hi$h school with a desi$n,centered c&rric&l&m .4A)/s $oal wasn/t merel# to train a new $eneration o% desi$ners and to di"ersi%# a lar$el# white !ro%ession. 8Three o&t o% %o&r .4A) st&dents are A%rican,AmericanP II !ercent are racial minorities.9 The aim was also to &se desi$n to teach core academic s&b+ects. St&dents here s!end BCC min&tes each da# in a desi$n st&dio. The# take co&rses in architect&re ind&strial desi$n color theor# and !aintin$. 6&t e*&all# im!ortant the school marries desi$n to math science En$lish social st&dies and other s&b+ects. For e-am!le when the# st&d# the Roman Em!ire rather than onl# read abo&t the Roman water deli"er# !rocess the st&dents b&ild a model a*&ed&ct. The#/re learnin$ to brin$ dis!arate thin$s to$ether to a sol&tion. That/s what desi$ners do 0 sa#s .laire ;alla$her a %ormer architect who !re"io&sl# ser"ed as the school/s s&!er"isor o% c&rric&l&m and instr&ction. )esi$n is interdisci!linar#. We/re !rod&cin$ !eo!le who can think holisticall#.0 One st&dent who has %lo&rished in this whole,minded atmos!here is Sean .ant# a +&nior. 4e/s a smart skinn# kid who is as !oised as a "eteran desi$ner #et as $an$l# as a t#!ical si-teen, #ear,old. When I talk to him a%ter classes let o&t he tells me that in his ro&$h,and,t&mble middle school I was the kid who alwa#s sketched in class. I was the kid who was alwa#s $ood

in art class. 6&t #o&/re alwa#s the oddball beca&se the artistic !erson in the classroom is the weird one.0 Since enrollin$ as a %reshman he has %o&nd his com%ort (one and $ained a ran$e o% e-!erience &n&s&al %or someone his a$e. 4e interns two a%ternoons a week at a local architect&re %irm. 4e/s tra"eled to New <ork to desi$n a !oster with the hel! o% an architect mentor he met thro&$h .4A). 4e/s b&ilt models o% two cool towers0 he/d like to see constr&cted one da#. <et .ant# sa#s the most im!ortant thin$ he/s learned at .4A) is broader than an# !artic&lar skillM I/"e learned how to work with !eo!le and how to be ins!ired b# other !eo!le.0 ;ood desi$n is a renaissance attit&de that combines technolo$# co$niti"e science h&man need and bea&t# to !rod&ce somethin$ that the world didn/t know it was missin$.0 'PAO7A ANTONE77I c&rator o% architect&re and desi$n M&se&m o% Modern Art Indeed merel# walkin$ the halls here is ins!irin$. St&dent artwork is on dis!la# in the lobb#. The hallwa#s s!ort %&rnit&re donated b# the .oo!er,4ewitt M&se&m. And thro&$ho&t the school are the works o% desi$ners s&ch as >arim Rashid >ate S!ade and Frank ;ehr# some o% which are !resented in lockers .4A) st&dents ha"e con"erted into dis!la# cases. The st&dents all wear bl&e b&tton,down shirts and tan !ants. The bo#s also wear ties. The# %eel and look like #o&n$ architects and desi$ners 0 the school/s de"elo!ment director 6arbara .handler Allen tells me no small %eat in a school where a s&bstantial !ortion o% the st&dent bod# is eli$ible %or %ree l&nches. For man# o% the st&dents the school is a ha"en in a harsh world'a !lace that/s sa%e and orderl# and where the ad&lts care and ha"e hi$h e-!ectations. While the t#!ical Philadel!hia !&blic hi$h school has a dail# attendance rate o% L? !ercent at .4A) it/s GA !ercent. E*&all# re"ealin$ is what isn/t here. .4A) is one o% the onl# hi$h schools in Philadel!hia witho&t metal detectors. Instead when st&dents teachers and "isitors !ass thro&$h the %ront door on Sansom Street the#/re $reeted b# a color%&l m&ral cra%ted b# the American minimalist Sol 7ewitt.

.4A) st&dent X&inc# Ellis who $rad&ated in HCCA and enrolled at the Rhode Island School o% )esi$n.

Altho&$h .4A) is a !ioneer it is not the onl# school o% its kind. Miami/s !&blic school s#stem boasts )esi$n and Architect&re Senior 4i$h New <ork .it# has the 4i$h School o% Art and )esi$n. Washin$ton )... has a charter elementar# school called the St&dio School where man# o% the teachers are !ro%essional artists. And be#ond the elementar# and secondar# le"el desi$n ed&cation is !ositi"el# boomin$. In the 3nited States as we learned in .ha!ter ? the MFA is becomin$ the new M6A. In the 3nited >in$dom the n&mber o% desi$n st&dents climbed ?A !ercent between BGGA and HCCH. In Asia the s&m total o% desi$n schools in Ka!an So&th >orea and Sin$a!ore thirt#,%i"e #ears a$o was5(ero. Toda# the three co&ntries ha"e more than twent#,three desi$n schools amon$ them.H At these schools as at .4A) man# st&dents &ltimatel# mi$ht not become !ro%essional desi$ners. That/s %ine sa#s de!&t# !rinci!al .hristina Al"are(. We/re b&ildin$ an awareness in st&dents o% what desi$n is and how it can a%%ect their li"es 0 she tells me. I see the desi$n c&rric&l&m as !ro"idin$ a modern "ersion o% a liberal arts ed&cation %or these kids.0 No matter what !ath these st&dents !&rs&e their e-!erience at this school will enhance their abilit# to sol"e !roblems &nderstand others and a!!reciate the world aro&nd them'essential abilities in the .once!t&al A$e.

The )emocrac# o% )esi$n


Frank N&o"o is one o% the world/s best,known ind&strial desi$ners. I% #o& &se a Nokia cell !hone chances are $ood N&o"o hel!ed desi$n it. 6&t as a #o&n$er man N&o"o had a di%%ic&lt time e-!lainin$ his career choice to his %amil#. When I told m# %ather I wanted to be a desi$ner he said :What does that meanT/0 N&o"o told me in an inter"iew. We need to red&ce the ner"o&sness0 s&rro&ndin$ desi$n N&o"o sa#s. )esi$n in its sim!lest %orm is the acti"it# o% creatin$ sol&tions. )esi$n is somethin$ that e"er#one does e"er# da#.0 From the moment some $&# in a loincloth scra!ed a rock a$ainst a !iece o% %lint to create an arrowhead h&man bein$s ha"e been desi$ners. E"en when o&r ancestors were roamin$ the sa"annah o&r s!ecies has alwa#s harbored an innate desire %or no"elt# and bea&t#. <et %or m&ch o% histor# desi$n 8and es!eciall# its more intimidatin$ co&sin )esi$n9 was o%ten reser"ed %or the elite who had the mone# to a%%ord s&ch %ri"olit# and the time to en+o# it. The rest o% &s mi$ht occasionall# di! o&r toes into si$ni%icance b&t mostl# we sta#ed at the &tilit# end o% the !ool. In the last %ew decades howe"er that has be$&n to chan$e. )esi$n has become democrati(ed. I% #o& don/t belie"e me take this test. 6elow are three t#!e %onts. Match the %ont on the le%t with the correct %ont name on the ri$ht.

B. A Whole New Mind H. A Whole New Mind ?. A Whole New Mind

a. Times New Roman b. Arial c. .o&rier New

M# $&ess ha"in$ cond&cted this e-!eriment man# times in the co&rse o% researchin$ this book is that most o% #o& com!leted the task *&ickl# and correctl#. S 6&t had I !osed this challen$e sa# twent#,%i"e #ears a$o #o& !robabl# wo&ldn/t ha"e had a cl&e. 6ack then %onts were the s!eciali(ed domain o% t#!esetters and $ra!hic desi$ners

somethin$ that re$&lar %olks like #o& and me scarcel# reco$ni(ed and barel# &nderstood. Toda# we li"e and work in a new habitat. Most Westerners who can read write and &se a com!&ter are also literate in %onts. I% #o& are a nati"e o% the rain %orest #o& learn to distin$&ish man# sorts o% lea"es 0 sa#s =ir$inia Postrel. We learn to distin$&ish man# di%%erent t#!e%aces.0? Fonts o% co&rse are +&st one as!ect o% the democrati(ation o% desi$n. One o% the most s&ccess%&l retail "ent&res o% the last decade is )esi$n Within Reach a network o% thirt#,one st&dios whose mission is to brin$ $reat desi$n to the masses. In )WR/s st&dios and catalo$s are the sort o% bea&ti%&l chairs lam!s and desks that the wealth# ha"e alwa#s !&rchased b&t that are now a"ailable to wider se$ments o% the !o!&lation. Tar$et a %amil# "isit to which I described in .ha!ter H has $one e"en %&rther in democrati(in$ desi$n o%ten obliteratin$ the distinction between hi$h %ashion and mass merchandise as it has with its Isaac Mi(rahi clothin$ line. In the !a$es o% The New <ork Times Tar$et ad"ertises its Q?.FG Phili!!e Starck s!ill,!roo% bab# c&! alon$side ads %or QA CCC .oncord 7aScala watches and Q?C CCC 4arr# Winston diamond rin$s. 7ikewise Michael ;ra"es whose cer&lean toilet br&sh I !&rchased d&rin$ that Tar$et tri! now sells kits that b&#ers can &se to constr&ct st#lish $a(ebos st&dios and !orches. ;ra"es who has desi$ned libraries m&se&ms and m&ltimillion,dollar homes is too e-!ensi"e %or most o% &s to hire to b&ild o&t the %amil# room. 6&t %or QBC CCC we mi$ht be able to b&# one o% his ;ra"es Pa"ilions and en+o# the bea&t# and $race o% one o% the world/s %inest architects literall# in o&r own back#ard. Aesthetics matter. Attracti"e thin$s work better.0 ')ON NORMAN a&thor and en$ineerin$ !ro%essor The mainstreamin$ o% desi$n has in%iltrated be#ond the commercial realm. It/s no s&r!rise that Son# has %o&r h&ndred in,ho&se desi$ners. 6&t how abo&t thisT There are si-t# desi$ners on the sta%% o% the .h&rch o% Kes&s .hrist o% 7atter,da# Saints.F And while ;od is brin$in$ artists into the room 3ncle Sam is redoin$ the room itsel%. The ;eneral Ser"ices Administration which o"ersees the constr&ction o% 3.S. $o"ernment b&ildin$s has a )esi$n E-cellence0 !ro$ram that aims to t&rn drab %ederal %acilities into !laces more !leasant to work in and more bea&ti%&l to "iew. E"en 3.S. di!lomats ha"e res!onded to the a$e/s new im!erati"es. In HCCF the 3.S. State )e!artment declared that it was abandonin$ the %ont it had &sed %or #ears'.o&rier New BH'and re!lacin$ it with a new standard %ont that wo&ld hence%orth be re*&ired in all doc&mentsM Times New Roman BF. The internal memorand&m anno&ncin$ the chan$e e-!lained that the Times New Roman %ont takes &! almost e-actl# the same area on the !a$e as .o&rier New BH while o%%erin$ a cris!er cleaner more modern look.0A What was more remarkable than the chan$e itsel%'and what wo&ld ha"e been &nthinkable had the chan$e occ&rred a $eneration a$o'was that e"er#bod# in the State )e!artment &nderstood what the memo was talkin$ abo&t.

)esi$n Means 6&sinessO6&siness Means )esi$n


The democrati(ation o% desi$n has altered the com!etiti"e lo$ic o% b&sinesses. .om!anies traditionall# ha"e com!eted on !rice or *&alit# or some combination o% the two. 6&t toda# decent *&alit# and reasonable !rice ha"e become merel# table stakes in the b&siness $ame'the entr# ticket %or bein$ allowed into the market!lace. Once com!anies satis%# those re*&irements the# are le%t to com!ete less on %&nctional or %inancial *&alities and more on ine%%able *&alities s&ch as whims# bea&t# and meanin$. This insi$ht isn/t terribl# new. Tom Peters whom I *&oted in the last cha!ter was makin$ the b&siness case %or desi$n be%ore most

b&siness!eo!le knew the di%%erence between .harles Eames and .harlie/s An$els. 8)esi$n 0 he ad"ises com!anies is the !rinci!al di%%erence between lo"e and hate.09 6&t as with the State )e!artment/s %ont memo what/s remarkable abo&t the b&siness &r$enc# o% desi$n isn/t so m&ch the idea b&t how widel# held it has become. 6&siness!eo!le don/t need to &nderstand desi$ners better. The# need to be desi$ners.0 'RO;ER MARTIN dean Rotman School o% Mana$ement .onsider two men %rom se!arate co&ntries and di%%erent worlds. Pa&l Thom!son is the director o% the .oo!er,4ewitt M&se&m in New <ork .it#. Norio Oh$a is the %ormer chairman o% the hi$h, tech !owerho&se Son#. 4ere/s Thom!sonM Man&%act&rers ha"e be$&n to reco$ni(e that we can/t com!ete with the !ricin$ str&ct&re and labor costs o% the Far East. So how can we com!eteT It has to be with desi$n.0L 4ere/s Oh$aM At Son# we ass&me that all !rod&cts o% o&r com!etitors ha"e basicall# the same technolo$# !rice !er%ormance and %eat&res. )esi$n is the onl# thin$ that di%%erentiates one !rod&ct %rom another in the market!lace.0@ Thom!son/s and Oh$a/s ar$&ments are increasin$l# borne o&t on cor!orate income statements and stock tables. For e"er# !ercent o% sales in"ested in !rod&ct desi$n a com!an#/s sales and !ro%its rise b# an a"era$e o% ? to F !ercent accordin$ to research at the 7ondon 6&siness School.I Similarl# other research has shown that the stocks o% com!anies that !lace a hea"# em!hasis on desi$n o&t,!er%orm the stocks o% their less desi$n,centric co&nter!arts b# a wide mar$in.G .ars are a $ood e-am!le. As I noted in .ha!ter H the 3nited States now has more a&tos than dri"ers'which means that the "ast ma+orit# o% Americans who want a car can ha"e one. That &bi*&it# has bro&$ht down !rices and boosted *&alit# lea"in$ desi$n as a ke# criterion %or cons&mer decisions. 3.S. a&tomakers ha"e slowl# learned this lesson. For a lon$ time $oin$ back to the BGLCs marketin$ directors were more %oc&sed on science and en$ineerin$ $atherin$ data and cr&nchin$ n&mbers and the# ne$lected the im!ortance o% the other side o% the brain the ri$ht side 0 sa#s Anne Asenio a desi$n director %or ;M. And that e"ent&all# !ro"ed disastro&s %or )etroit. It took ma"ericks like 6ob 7&t( whom we heard %rom in .ha!ter ? to show that &tilit# re*&ires si$ni%icance. 7&t( %amo&sl# declared that ;M was in the art b&siness'and worked to make desi$ners the e*&als o% en$ineers. <o& need to di%%erentiate or #o& cannot s&r"i"e 0 sa#s Asenio. I think desi$ners ha"e a si-th sense an antenna that allows them to accom!lish this better than other !ro%essionals.0BC Other car com!anies ha"e shi%ted $ears and headed in this same direction. 6MW/s .hris 6an$le sa#s We don/t make :a&tomobiles./0 6MW makes mo"in$ works o% art that e-!ress the dri"er/s lo"e o% *&alit#.0BB One Ford "ice !resident sa#s that in the !ast it was all abo&t a bi$ =,I. Now it/s abo&t harmon# and balance.0BH So %ren(ied are the car com!anies to di%%erentiate b# desi$n that in )etroit/s macho c&lt&re horse!ower has taken a back seat to ambience 0 as Newsweek !&ts it. The )etroit A&to Show5mi$ht as well be renamed the )etroit Interior )ecoratin$ Show.0B? )esi$n correctl# harnessed can enhance li%e create +obs and make !eo!le ha!!#'not s&ch a bad thin$.0 'PA37 SMIT4 %ashion desi$ner

<o&r kitchen o%%ers %&rther e"idence o% the new !remi&m on desi$n. We see it o% co&rse in those hi$h,end kitchens with $leamin$ S&b,Jero re%ri$erators and $ar$ant&an =ikin$ ran$es. 6&t the !henomenon is most e"ident in the smaller less e-!ensi"e $oods that !o!&late the cabinets and co&nterto!s o% the 3nited States and E&ro!e. Take the !o!&larit# o% c&tensils0'kitchen &tensils that ha"e been $i"en !ersonalit# im!lants. O!en the drawer in an American or E&ro!ean home and #o&/ll likel# %ind a bottle o!ener that looks like a smilin$ cat a s!a$hetti s!oon that $rins at #o& and the !asta or a "e$etable br&sh with $oo$l# e#es and s!indl# le$s. Or +&st $o sho!!in$ %or a toaster. <o&/ll ha"e a hard time %indin$ a !lain old model beca&se most o% the choices these da#s are st#li(ed %&nk# %anci%&l sleek or some other ad+ecti"e not commonl# associated with small a!!liances. Some !&ndits mi$ht write o%% these de"elo!ments as mass mani!&lation b# wil# marketers or %&rther !roo% that well,o%% Westerners are mesmeri(ed b# st#le o"er s&bstance. 6&t that "iew misreads economic realit# and h&man as!iration. Ponder that h&mble toaster. The t#!ical !erson &ses a toaster at most BA min&tes !er da#. The remainin$ B FHA min&tes o% the da# the toaster is on dis!la#. In other words B !ercent o% the toaster/s time is de"oted to &tilit# while GG !ercent is de"oted to si$ni%icance. Wh# sho&ldn/t it be bea&ti%&l es!eciall# when #o& can b&# a $ood,lookin$ one %or less than %ort# b&cksT Ral!h Waldo Emerson said that i% #o& b&ilt a better mo&setra! the world wo&ld beat a !ath to #o&r door. 6&t in an a$e o% ab&ndance nobod# will come knockin$ &nless #o&r better mo&setra! also a!!eals to the ri$ht side o% the brain. )esi$n has also become an essential a!tit&de beca&se o% the *&ickened metabolism o% commerce. Toda#/s !rod&cts make the +o&rne# %rom 7,)irected &tilit# to R,)irected si$ni%icance in the blink o% an e#e. Think abo&t cell !hones. In less than a decade the#/"e $one %rom bein$ a l&-&r# %or some to bein$ a necessit# %or most to becomin$ an accessori(ed e-!ression o% indi"id&alit# %or man#. The#/"e mor!hed %rom lo$ical de"ices0 8which em!hasi(e s!eed and s!eciali(ed %&nction9 to emotional de"ices0 8which are e-!ressi"e c&stomi(able and %anci%&l09 as Ka!anese !ersonal electronics e-ec&ti"e Toshiro Ii(&ka !&ts it.BF .ons&mers now s!end nearl# as m&ch on decorati"e 8and non%&nctional9 %ace!lates %or their cell !hones as the# do on the !hones themsel"es. 7ast #ear the# !&rchased abo&t QF billion worth o% rin$ tones.BA Indeed one o% desi$n/s most !otent economic e%%ects is this "er# ca!acit# to create new markets'whether %or rin$ tones c&tensils !hoto"oltaic cells or medical de"ices. The %orces o% Ab&ndance Asia and A&tomation t&rn $oods and ser"ices into commodities so *&ickl# that the onl# wa# to s&r"i"e is b# constantl# de"elo!in$ new inno"ations in"entin$ new cate$ories and 8in Paola Antonelli/s lo"el# !hrase9 $i"in$ the world somethin$ it didn/t know it was missin$.

)esi$nin$ O&r F&t&re


)esi$n can do more than s&!!l# o&r kitchens with cookin$ im!lements that stir both o&r sa&ces and o&r so&ls. ;ood desi$n can chan$e the world. 8And so alas can bad desi$n.9 It/s not tr&e that what is &se%&l is bea&ti%&l. It is what is bea&ti%&l that is &se%&l. 6ea&t# can im!ro"e !eo!le/s wa# o% li%e and thinkin$.0 'ANNA .ASTE77I FERRIERI %&rnit&re desi$ner Take health care. Most hos!itals and doctors/ o%%ices are not e-actl# re!ositories o% charm and $ood taste. And while !h#sicians and administrators mi$ht %a"or chan$in$ that state o% a%%airs the# $enerall# consider it secondar# to the more !ressin$ matters o% !rescribin$ dr&$s and !er%ormin$ s&r$er#. 6&t a $rowin$ bod# o% e"idence is showin$ that im!ro"in$ the desi$n o% medical settin$s hel!s !atients $et better %aster. For e-am!le in a st&d# at Pittsb&r$h/s Monte%iore 4os!ital s&r$er# !atients in rooms with am!le nat&ral li$ht re*&ired less !ain

medication and their dr&$ costs were HB !ercent lower than their co&nter!arts in traditional rooms.BL Another st&d# com!ared two $ro&!s o% !atients who s&%%ered identical ailments. One $ro&! was treated in a drear# con"entional ward o% the hos!ital. The other was treated in a modern s&nlit "is&all# a!!ealin$ ward. Patients in the better,desi$ned ward needed less !ain medicine than those in the less in"itin$ ward and were dischar$ed on a"era$e nearl# two da#s earl#. Man# hos!itals are now redesi$nin$ their %acilities to incl&de $reater amo&nts o% nat&ral li$ht waitin$ rooms that !ro"ide both !ri"ac# and com%ort and an arra# o% desi$n %eat&res s&ch as meditati"e $ardens and lab#rinths that !h#sicians now reali(e can s!eed the healin$ !rocess. Similar !otential e-ists in brin$in$ a new desi$n sensibilit# to two other settin$s where bea&t# has lon$ taken a backseat to b&rea&crac#'!&blic schools and !&blic ho&sin$. A st&d# at ;eor$etown 3ni"ersit# %o&nd that e"en i% the st&dents teachers and ed&cational a!!roach remained the same im!ro"in$ a school/s !h#sical en"ironment co&ld increase test scores b# as m&ch as BB !ercent.B@ Meanwhile !&blic ho&sin$ notorio&s %or its abominable aesthetics ma# be in the "er# earl# sta$es o% a renaissance. A nice e-am!le is architect 7o&ise 6ra"erman/s .helsea .o&rt in New <ork .it#. .onstr&cted on an a&stere b&d$et the b&ildin$ has color%&l stairwells air# a!artments and a roo% deck with Phili!!e Starck %&rnit&re'all %or tenants who are low,income or 8%ormerl#9 homeless. )esi$n can also deli"er en"ironmental bene%its. The $reen desi$n0 mo"ement is incor!oratin$ the !rinci!les o% s&stainabilit# in the desi$n o% cons&mer $oods. This a!!roach not onl# creates !rod&cts %rom rec#cled materials b&t also desi$ns the !rod&cts with an e#e to their e"ent&al dis!osal as well as their &se. Architect&re is likewise $oin$ $reen'in !art beca&se architects and desi$ners are &nderstandin$ that in the 3nited States b&ildin$s $enerate as m&ch !oll&tion as a&tos and %actories combined. More than B BCC b&ildin$s in the 3nited States ha"e a!!lied to the 3.S. ;reen 6&ildin$ .o&ncil to be certi%ied as en"ironmentall# %riendl#.BI

.helsea .o&rt roo%to! terrace in New <ork .it#.S.OTT FRAN.ES


I% #o&/re still &ncon"inced that desi$n can ha"e conse*&ences be#ond the car!ort and c&ttin$ board !oint #o&r memor# back to the HCCC 3.S. !residential elections and the thirt#,si-,da# snarl o"er whether Al ;ore or ;eor$e W. 6&sh won the most "otes in Florida. That election and its a%termath ma# seem like a bad dream toda#. 6&t b&ried in that bro&haha was an im!ortant and mostl# i$nored lesson. )emocrats alle$ed that the 3.S. S&!reme .o&rt b# haltin$ the reco&nt o% ballots handed the election to ;eor$e W. 6&sh. Re!&blicans claimed that their

o!!onents tried to steal the election b# &r$in$ "otin$ o%%icials to co&nt chads'those little rectan$&lar ballot !ieces'that were not %&ll# !&nched o&t. 6&t the tr&th is that both sides are wron$. Accordin$ to an e-ha&sti"e e-amination o% all o% Florida/s ballots that se"eral news!a!ers and academics cond&cted a #ear a%ter the election'and whose %indin$s were lar$el# lost amid the co"era$e o% the Se!tember BB HCCB terrorist attacks and &tterl# %or$otten a%ter 6&sh/s HCCF reelection'what determined who won the 3.S. !residenc# in HCCC was thisM

6r&ce Wea"er ;ett# Ima$es


This is the in%amo&s b&tter%l# ballot that "oters in Palm 6each .o&nt# &sed to mark their choice %or President. In Palm 6each .o&nt#'a hea"il# )emocratic encla"e !o!&lated b# tens o% tho&sands o% elderl# Kewish "oters'&ltraconser"ati"e %rin$e candidate Pat 6&chanan recei"ed ? FC@ "otes three times as man# "otes as he did in an# other co&nt# in the state. 8Accordin$ to one statistical anal#sis i% the "otin$ !attern o% the state/s other si-t#,si- co&nties had held in Palm 6each 6&chanan wo&ld ha"e won onl# LC? "otes.9BG What/s more A H?@ Palm 6each .o&nt# "oters marked ballots %or both Al ;ore and Pat 6&chanan and there%ore had their ballots in"alidated. 6&sh carried the entire state b# A?@ "otes. What e-!lained 6&chanan/s st&nnin$ !er%ormance and the tho&sands o% in"alidated ballotsT 6ad desi$n. The non!artisan in"esti$ation %o&nd that what decided the o&tcome in Palm 6each .o&nt#'and there%ore determined who wo&ld become leader o% the %ree world'wasn/t an e"il S&!reme .o&rt or recalcitrant chads. It was bad desi$n. The bewilderin$ b&tter%l# ballot con%&sed tho&sands o% "oters and cost ;ore the !residenc# accordin$ to the !ro%essor who headed the !ro+ect. =oters/ con%&sion with ballot instr&ction and desi$n and "otin$ machines a!!ears to ha"e chan$ed the co&rse o% 3.S. histor#.0HC 4ad Palm 6each .o&nt# had a %ew artists in the room when it was desi$nin$ its ballot the co&rse o% 3.S. histor# wo&ld likel# ha"e been di%%erent. S Now intelli$ent !eo!le can ar$&e whether the b&tter%l# ballot and the con%&sion it wro&$ht &ltimatel# !rod&ced a $ood or bad res&lt %or the co&ntr#. And this isn/t !artisan sni!in$ %rom somebod#'%&ll disclos&re'who worked %or Al ;ore ten #ears a$o and who remains a re$istered )emocrat. 6ad desi$n co&ld ha"e worked to )emocrats/ ad"anta$e and the Re!&blicans/ cha$rin'and one da# it likel# will. 6&t whate"er o&r own !artisan !ers&asion we sho&ld consider the b&tter%l# ballot the .once!t&al A$e e*&i"alent o% the S!&tnik la&nch. It was a s&r!risin$ world,chan$in$ e"ent that re"ealed how weak Americans were in what we/d now

disco"ered was a %&ndamentall# im!ortant stren$th'desi$n. )ESI;N IS a hi$h,conce!t a!tit&de that is di%%ic&lt to o&tso&rce or a&tomate'and that increasin$l# con%ers a com!etiti"e ad"anta$e in b&siness. ;ood desi$n now more accessible and a%%ordable than e"er also o%%ers &s a chance to brin$ !leas&re meanin$ and bea&t# to o&r li"es. 6&t most im!ortant c&lti"atin$ a desi$n sensibilit# can make o&r small !lanet a better !lace %or &s all. To be a desi$ner is to be an a$ent o% chan$e 0 sa#s .4A)/s 6arbara .handler Allen. Think o% how m&ch better the world is $oin$ to be when .4A) kids !o&r into the world.0

PORTFO7IO

)esi$n

>ee! a )esi$n Notebook.


6&# a small notebook and be$in carr#in$ it with #o& where"er #o& $o. When #o& see $reat desi$n make a note o% it. 8E-am!leM m# QL.GA 4ots!ot silicone tri"et'a thin %le-ible s*&are that do&bles as a !ot holder tri!les as a +ar o!ener and looks cool.9 )o the same %or %lawed desi$n. 8E-am!leM the ha(ard li$ht b&tton in m# car which is so close to the $earshi%t that I o%ten t&rn on the ha(ards when I !&t the car in PAR>.9 6e%ore lon$ #o&/ll be lookin$ at $ra!hics interiors en"ironments and m&ch more with $reater ac&it#. And #o&/ll &nderstand in a dee!er wa# how desi$n decisions sha!e o&r e"er#da# li"es. 6e s&re to incl&de the desi$n o% e-!eriences as well'b&#in$ a c&! o% co%%ee takin$ a tri! on an air!lane $oin$ to an emer$enc# room. I% #o&/re not a note,taker carr# aro&nd a small di$ital camera or camera cell !hone instead and sna! !hotos o% $ood and bad desi$n.

.hannel <o&r Anno#ance.


<o& ne"er know what mi$ht come o% it. The abo"e %rom Ste%an Sa$meister www.sa$meister.com9 $ra!hic desi$n im!resario. 8More in%oM

Read )esi$n Ma$a(ines.


Pro%essional desi$ners read 8and obsess o"er9 desi$n ma$a(ines. So sho&ld #o& 8e-ce!t %or the obsess !art9. Readin$ desi$n ma$a(ines'or +&st lea%in$ thro&$h them'can shar!en #o&r e#e and ins!ire #o&r mind. While h&ndreds o% desi$n ma$a(ines'man# o% which merel# %etishi(e e-!ensi"e thin$s'%ill the newsstands these ei$ht are on m# m&st,read listM Ambide-tro&s'A !ro+ect o% Stan%ord 3ni"ersit#/s d. school this *&irk# ma$a(ine e-!lores the cra%t o% desi$n and the n&ances o% desi$n thinkin$. 8More in%oM www.ambide-tro&sma$.com9 )well'One o% the most res!ected shelter ma$a(ines )well has an ethic o% !&blic ser"ice and en"ironmental res!onsibilit# that hel!s it stand o&t. 8More in%oM www.dwellma$.com9 4OW'This terri%ic ma$a(ine mostl# %oc&ses on $ra!hic desi$n. It also has lots o% smart b&siness ad"ice readin$ recommendations and an ann&al desi$n com!etition that/s a $reat so&rce o% ideas. 8More in%oM www.howdesi$n.com9

i)'This award,winnin$ ma$a(ine is well known %or its Ann&al )esi$n Re"iew which sin$les o&t the #ear/s best desi$ns'and %or the i) FC which introd&ces readers to &!,and,comin$ desi$ners. 8More in%oM www.idonline.com9 Metro!olis'With a stron$ em!hasis on constr&ction and materials this ma$a(ine o%%ers tremendo&s insi$ht into the b&ilt en"ironment. I also like its co"era$e o% s&stainable desi$n. 8More in%oM www.metro!olisma$.com9 O Ma$a(ine'O!rah Win%re#/s !&blication which bears its creator/s desi$n sensibilit# is one o% m# three %a"orite ma$a(ines o% an# kind. Period. Read it know it li"e it. 8More in%oM www.o!rah.comOoma$a(ine9 Print'Another $reat $ra!hic desi$n ma$a(ine this one is known %or its "ol&mino&s Re$ional )esi$n Ann&al. 8More in%oM www.!rintma$.com9 Real Sim!le'One desi$ner I know calls this ma$a(ine her bible. Its theolo$# is strai$ht%orwardM to brin$ clarit# to e"er#da# tasks so readers can %oc&s on what reall# adds meanin$ to their li"es.0 8More in%oM www.realsim!le.com9

6e 7ike >arim.
In res!onse to m# re*&est %or ad"ice on how those o% &s who aren/t !ro%essional desi$ners can incor!orate a desi$n sensibilit# into o&r li"es >arim Rashid sent me his >arimani%esto 0 a %i%t#, !oint $&ide to li%e and desi$n. 4ere are some e-cer!tsM The abo"e %rom >arim Rashid one the most world/s most "ersatile !roli%ic and celebrated desi$ners. 8More in%oM www.karimrashid.com9

6ecome a )esi$n )etecti"e.


It/s a %a"orite hobb# o% the real estateVobsessed and the +&st !lain nos#M "isitin$ o!en ho&ses. Follow their e-am!le and s!end a S&nda# walkin$ thro&$h other !eo!le/s homes. Sco&r the real estate ads in search o% residences likel# to #ield an eclectic mi- o% desi$n ideas and insi$hts. To&r a hal% do(en homes and look %or desi$n trends and commonalities as well as &ni*&e or *&irk# e-!ressions o% the owners/ !ersonalities and tastes. Take a !a$e %rom architect Sarah

S&sanka a&thor o% The Not So 6i$ 4o&se and notice what constit&tes the s!aces that %eel $ood to #o&. Tr# to determine i% the# a!!eal on an emotional le"el or in a !h#sical wa#. And tr# to artic&late wh#.0 Perha!s t&rn this into a $ro&! o&tin$ b# collectin$ se"eral %riends and headin$ o%% to di%%erent o!en ho&ses. ;ather at the end o% the da# to com!are notes. And be s&re to take ad"anta$e o% decorator show homes and nei$hborhood ho&se to&rs. The# can !ro"ide a health# dose o% desi$n di"ersit# in +&st a %ew ho&rs. The snoo!in$ a!!roach can also work on the +ob. Ne-t time #o&/re at someone else/s work!lace look aro&nd. 4ow does the !h#sical en"ironment make #o& %eelT Wo&ld #o& be !rod&cti"e and ha!!# in this kind o% settin$T 4ow do the la#o&t the li$htin$ and the %&rnit&re enhance or im!ede how !eo!le interact and comm&nicateT What desi$n elements wo&ld #o& incor!orate into #o&r own work!laceT

Partici!ate in the Third Ind&strial Re"ol&tion.0


I% we/re all desi$ners what better wa# to $et started than b# desi$nin$ somethin$ #o&rsel%T In the %&t&re 0 sa#s Italian desi$ner ;aetano Pesce c&stomers will e-!ect ori$inal ob+ects. What I call the third ind&strial re"ol&tion will $i"e !eo!le the o!!ort&nit# to ha"e a &ni*&e !iece.0 <o& can sam!le the re"ol&tion b# desi$nin$ #o&r own Nike shoe'with the color !attern and ima$e that/s ri$ht %or #o&. 8More in%oM nikeid.nike.com9 <o& can also do the same with =ans skate shoes. 8More in%oM www."ans.com9 Or %or the &ltimate e-!ression o% indi"id&alit# &se #o&r handwritin$ to create #o&r "er# own %ont. 8More in%oM www.%onti%ier.com9 The !roli%eration o% mass c&stomi(ation o% cons&mer !rod&cts 0 desi$ner )a"id Small told me will ha"e a !ower%&l and em!owerin$ e%%ect on how ordinar# !eo!le see desi$n.0

=isit a )esi$n M&se&m.


Fine art has alwa#s %o&nd a home in m&se&ms. 6&t a!!lied art'that is desi$n'has o%ten been consi$ned to ricket# %ile cabinets and desi$ners/ basements. Fort&natel# that/s chan$in$. Se"eral lar$e cities now boast m&se&ms de"oted to ind&strial $ra!hic interior and architect&ral desi$n. These m&se&ms rich with e-am!les and e-!lanations o%%er a $reat wa# to dee!en #o&r desi$n sensibilit#. 4ere are ten o% the best. .oo!er,4ewitt National )esi$n M&se&m 8New <ork .it#9'The .oo!er,4ewitt/s e-traordinar# !ermanent collection is one o% the lar$est desi$n tro"es in the world %eat&rin$ e"er#thin$ %rom a Michelan$elo drawin$ to E"a Jeisel saltshakers. The e-hibits are alwa#s wonder%&l es!eciall# those that incl&de !ieces %rom the National )esi$n Triennial which the .oo!er,4ewitt hosts. 8More in%oM www.ndm.si.ed&9 )esi$n E-chan$e 8Toronto9'This m&se&m and research center takes its name %rom its b&ildin$ the site o% Toronto/s %irst stock e-chan$e. Toda# the m&se&m ser"es a d&al !&r!oseM to&tin$ the best o% .anadian desi$n and teachin$ "isitors abo&t the "ariet# o% desi$n in the world. 8More in%oM www.d-.or$9

)esi$n M&se&m 87ondon9'The brainchild o% Sir Terence .onran this two,%loor m&se&m %eat&res rotatin$ e-hibits o% twentieth,and twent#,%irst,cent&r# desi$n. The $i%t sho! and children/s acti"ities are %irst,rate. Its location near the Tower o% 7ondon introd&ced me to a !art o% 7ondon I/d ne"er e-!lored. 8More in%oM www.desi$nm&se&m.or$9 Eames 4o&se 87os An$eles9'The h&sband and wi%e team o% .harles and Ra# Eames are !erha!s the most %amo&s %&rnit&re desi$ners o% the twentieth cent&r#. The home that the# b&ilt as a case st&d# and that the# li"ed in m&ch o% their li"es is now a showcase o% their work. <o& can "iew it onl# b# a!!ointment. 6&t once or twice a #ear Eames o%%icials will o!en the ho&se %or !&blic to&rs. 8More in%oM www.eameso%%ice.or$O"isitZho&se.html9 4erbert 7&balin St&d# .enter o% )esi$n and T#!o$ra!h# 8New <ork .it#9'=isit this *&iet !lace in New <ork/s East =illa$e and #o&/ll ne"er look at $ra!hic desi$n the same wa#. The center dedicated to !reser"in$ seminal works o% $ra!hic desi$n ser"es mostl# as a research %acilit# %or st&dents and %ac&lt# o% the .oo!er 3nion. While it sometimes has !&blic e-hibitions #o&/ll need to make an a!!ointment to see the $ood st&%%. 8More in%oM www.coo!er.ed&OartOl&balin9 M&se&m o% Modern Art Architect&re and )esi$n )e!artment 8New <ork .it#9'MoMA o% co&rse is one o% the world/s %inest art m&se&ms. 6&t it was also one o% the %irst 3.S. m&se&ms to de"ote dis!la# s!ace to desi$n and architect&re. Its !ermanent collection'which has e"er#thin$ %rom s!orts cars to %&rnit&re to !osters to a!!liances'is a re*&ired sto! %or #o&r desi$n ed&cation. 8More in%oM www.moma.or$OcollectionOde!tsOarchZdesi$nO9 National 6&ildin$ M&se&m 8Washin$ton )...9'This is one o% the most bea&ti%&l m&se&ms in Washin$ton worth "isitin$ sim!l# to ste! into the ;reat 4all and $a(e at the ceilin$ %or %i"e min&tes. 6&t i% #o& sta# lon$er #o&/ll &s&all# %ind e-cellent e-hibitions on architect&re and &rban desi$n o%ten with a !&blic,s!irited bent. The children/s !ro$rams also are e-cellent. 8More in%oM www.nbm.or$9 =ictoria and Albert M&se&m 87ondon9'6ritain/s ca"erno&s national m&se&m o% art and desi$n %eat&res some two tho&sand #ears o% e-traordinar# desi$n'%rom tenth,cent&r# E$#!tian "ases to twentieth,cent&r# Eames stora$e &nits. ;reat kids/ acti"ities here too. 8More in%oM www."am.ac.&k9 =itra )esi$n M&se&m 8Weil am Rhein ;erman#9'7ocated in a b&ildin$ desi$ned b# Frank

;ehr# this m&se&m o%%ers re$&lar e-hibitions on the best ind&strial desi$n in E&ro!e. 8More in%oM www.desi$n,m&se&m.de9 William F. Eisner M&se&m o% Ad"ertisin$ and )esi$n 8Milwa&kee Wisconsin9'This %ascinatin$ contem!orar# m&se&m is !art o% the Milwa&kee Instit&te o% Art W )esi$n. Most o% the e-hibits hi$hli$ht !rint desi$n b&t #o& can %ind some interestin$ ind&strial desi$n here as well. 8More in%oM www.eisnerm&se&m.or$9

.,R,A,P,i%# <o&r ;ra!hic )esi$n.


Robin Williams 8no not that one9 is one o% toda#/s best desi$n writers. 4er book The Non, )esi$ner/s )esi$n 6ookM )esi$n and T#!o$ra!hic Princi!les %or the =is&al No"ice is a $em in no small meas&re beca&se she s!ells o&t the %o&r basics o% e%%ecti"e $ra!hic desi$nM .heck o&t Williams/s book %or e-am!les. I% #o& heed her . R A and P #o&[ll a"oid !rinted materials that look like &h not "er# $ood. 8More in%oM www.rat(.com9

P&t It on a Table.
Find an ob+ect in #o&r li%e that holds a s!ecial !lace in #o&r heart'an old shirt %rom #o&r colle$e da#s a !er%ectl# b&tt,con%ormin$ wallet a %a"orite ser"in$ s!oon a cool new watch. Place it on a table in %ront o% #o& or hold it in #o&r hand. Then e-!lore the %ollowin$ *&estionsM Tr# this e-ercise with other ob+ects ma#be ob+ects that #o& don/t ha"e a !artic&lar connection with. What abo&t these ob+ects is di%%erentT Wh# don/t the# tickle the emotionsT )e"elo!in$ the abilit# to conscio&sl# select desi$ns that connect with o&r emotions sho&ld hel! &s !o!&late o&r li"es with meanin$%&l satis%#in$ ob+ects and not +&st more st&%%. The abo"e %rom )an 6&chner director o% ind&strial desi$n )esi$n .ontin&&m. 8More in%oM www.dcontin&&m.com9

6e .hoos#.
.hoose thin$s in #o&r li%e that will end&re that are a !leas&re to &se. .lassic clothes ne"er $o o&t o% st#le. F&rnit&re sho&ld $et better with a$e. .hoose thin$s beca&se the# deli$ht #o& not beca&se the# im!ress others. And ne"er let thin$s be more im!ortant than #o&r %amil# %riends and #o&r own s!irit. The abo"e %rom Marne# Morris %o&nder and !resident Animatri- and instr&ctor in interacti"e desi$n Stan%ord 3ni"ersit#. 8More in%oM www.animatri-.com9

Fi"e

STOR<

Time %or a !o! *&i(.


6ack in .ha!ter H when I was !resentin$ the three %orces n&d$in$ &s into the .once!t&al A$e I o%%ered some e"idence to s&!!ort m# ar$&ments. 7et/s see how m&ch #o& remember with this two,*&estion midbook midterm. X&estion B. In the section on Asia we learned that lar$e amo&nts o% white,collar work are $oin$ to !laces like India .hina and the Phili!!ines. Accordin$ to the research I cited how man# dollars in American wa$es are e-!ected to shi%t to these low,cost locales o"er the ne-t ten #earsT X&estion H. In the section on A&tomation we learned that !ower%&l so%tware was recon%i$&rin$ and o%ten eliminatin$ the +obs o% man# knowled$e workers in the West. Who is the Kohn 4enr# o% the .once!t&al A$eT 3nless #o&/"e $ot a !hoto$ra!hic memor# or a !ec&liar %ascination with lost wa$es #o& !robabl# missed X&estion B and nailed X&estion H. S Wh#T In X&estion B I asked #o& to recall a %act. In X&estion H I asked #o& to remember a stor#. O&r di%%ic&lt# retrie"in$ that isolated %actoid and o&r relati"e ease s&mmonin$ the sad sa$a o% ;arr# >as!aro" aren/t si$ns o% %laccid intelli$ence or im!endin$ Al(heimer/s. The# merel# demonstrate how most minds work. Stories are easier to remember'beca&se in man# wa#s stories are how we remember. Narrati"e ima$inin$'stor#'is the %&ndamental instr&ment o% tho&$ht 0 writes co$niti"e scientist Mark T&rner in his book The 7iterar# Mind. Rational ca!acities de!end on it. It is o&r chie% means o% lookin$ into the %&t&re o% !redictin$ o% !lannin$ and o% e-!lainin$5. Most o% o&r e-!erience o&r knowled$e and o&r thinkin$ is or$ani(ed as stories.0B Stor# is +&st as inte$ral to the h&man e-!erience as desi$n. Think abo&t that loincloth,dra!ed !rehistoric $&# I mentioned last cha!ter'the one scra!in$ %lint a$ainst a rock and becomin$ a desi$ner. When e"enin$ %ell and he and his b&ddies ret&rned home the# !robabl# sat aro&nd the cam!%ire tradin$ tales abo&t esca!in$ saber,toothed ti$ers or reno"atin$ the %amil# ca"e. 4is brain like o&rs had an internal stor# $rammar0 that hel!ed him &nderstand the world not as a set o% lo$ical !ro!ositions b&t as a !attern o% e-!eriences. 4e e-!lained himsel% and connected to others thro&$h stories. 6&t as im!ortant as stor# has been thro&$ho&t h&manit# and as central as it remains to how we think in the In%ormation A$e it $ot somethin$ o% a bad ra!. 4oll#wood 6oll#wood and other entertainment centers re"ere stor#. 6&t the rest o% societ# to the e-tent an#one e"en thinks abo&t it considers it %act/s less de!endable #o&n$er siblin$. Stories am&seP %acts ill&minate. Stories di"ertP %acts re"eal. Stories are %or co"erP %acts are %or real. The tro&ble with this "iew is two%old. First as that !o! *&i( $a"e &s a *&ick $limmer it r&ns co&nter to how o&r minds act&all# work. Second in the .once!t&al A$e minimi(in$ the im!ortance o% stor# !laces #o& in !ro%essional and !ersonal !eril. Findin$ %acts wasn/t alwa#s so eas#. 3ntil recentl# m&ch o% the world/s data and in%ormation was !iled on the d&st# shel"es o% !h#sical libraries. And the rest o% it was ho&sed in !ro!rietar# databases that onl# dee! !ocketed instit&tions co&ld a%%ord and well,trained e-!erts co&ld access. 6&t toda# %acts are &bi*&ito&s nearl# %ree and a"ailable at the s!eed o% li$ht. I% #o& had

wanted to %ind that lost,wa$es %actoid #o& !robabl# co&ld ha"e t#!ed a %ew words into ;oo$le hit RET3RN and looked at what a!!eared on the screen a %ew seconds later. What/s &ns&r!risin$ toda# wo&ld ha"e seemed !re!ostero&s +&st %i%teen #ears a$oM an En$lish,s!eakin$ thirteen,#ear,old in Jaire who/s connected to the Internet can %ind the c&rrent tem!erat&re in 6r&ssels or the closin$ !rice o% I6M stock or the name o% Winston .h&rchill/s second %inance minister as *&ickl# and easil# as the head librarian at .ambrid$e 3ni"ersit#. That/s $lorio&s. 6&t it has enormo&s conse*&ences %or how we work and li"e. When %acts become so widel# a"ailable and instantl# accessible each one becomes less "al&able. What be$ins to matter more is the abilit# to !lace these %acts in conte-t and to deli"er them with emotional im!act. 4&mans are not ideall# set &! to &nderstand lo$icP the# are ideall# set &! to &nderstand stories.0 'RO;ER .. S.4AN> co$niti"e scientist And that is the essence o% the a!tit&de o% Stor#'conte-t enriched b# emotion. Stor# e-ists where hi$h conce!t and hi$h to&ch intersect. Stor# is hi$h conce!t beca&se it shar!ens o&r &nderstandin$ o% one thin$ b# showin$ it in the conte-t o% somethin$ else. For instance the Kohn 4enr# !arable hel!s &s &nderstand in a ti$htl# com!ressed wa# what ha!!ened in the earl# sta$es o% the Ind&strial A$e. The ;arr# >as!aro" tale then relates that stor# in a new conte-t'th&s con"e#in$ a com!le- idea in a more memorable and meanin$%&l wa# than i% sa# I had tort&red #o& with a PowerPoint !resentation on the a&tomation o% work. Stor# is hi$h to&ch beca&se stories almost alwa#s !ack an emotional !&nch. Kohn 4enr# !erishes. ;arr# >as!aro" is h&mbled. To !ara!hrase E. M. Forster/s %amo&s obser"ation a %act is The *&een died and the kin$ died.0 A stor# is The *&een died and the kin$ died o% a broken heart.0 In his book Thin$s That Make 3s Smart )on Norman cris!l# s&mmari(es Stor#/s hi$h,conce!t and hi$h,to&ch essenceM Stories ha"e the %elicito&s ca!acit# o% ca!t&rin$ e-actl# those elements that %ormal decision methods lea"e o&t. 7o$ic tries to $enerali(e to stri! the decision makin$ %rom the s!eci%ic conte-t to remo"e it %rom s&b+ecti"e emotions. Stories ca!t&re the conte-t ca!t&re the emotions5. Stories are im!ortant co$niti"e e"ents %or the# enca!s&late into one com!act !acka$e in%ormation knowled$e conte-t and emotion.H The abilit# to enca!s&late conte-t&ali(e and emotionali(e has become "astl# more im!ortant in the .once!t&al A$e. When so m&ch ro&tine knowled$e work can be red&ced to r&les and %armed o&t to %ast com!&ters and smart 7,)irected thinkers abroad the more el&si"e abilities embodied b# Stor# become more "al&able. 7ikewise as more !eo!le lead li"es o% ab&ndance we/ll ha"e a $reater o!!ort&nit# to !&rs&e li"es o% meanin$. And stories'the ones we tell abo&t o&rsel"es the ones we tell to o&rsel"es'are o%ten the "ehicles we &se in that !&rs&it. In the rest o% this cha!ter I/ll e-amine how the hi$h,conce!t and hi$h,to&ch ca!acit# to wea"e e"ents into an emotionall# com!ellin$ narrati"e has become an essential a!tit&de in b&siness medicine and !ersonal li%e. 6&t %irst I need to tell #o& a stor#. ON.E 3PON A TIME in a %ar,o%% land li"ed a hero who was !ros!ero&s ha!!# and res!ected b# all. One da# three "isitors arri"ed. The# be$an !ointin$ o&t the hero/s man# %laws and told

him he was &n%it to remain. The hero resisted b&t to no a"ail. 4e was o&sted %rom his land and sent o%% to a new world. There adri%t and alone he %lo&ndered. 6&t with the hel! o% a %ew he met d&rin$ his e-ile he trans%ormed himsel% and "owed to make his wa# back. And e"ent&all# he did ret&rn where he was welcomed to a !lace he scarcel# reco$ni(ed b&t that he still &nderstood was home. )oes that stor# so&nd %amiliarT It sho&ld. It/s a "ariation on what Kose!h .am!bell called the hero/s +o&rne#.0 In his BGFG book The 4ero with a Tho&sand Faces .am!bell ar$&ed that all m#ths'across time and across c&lt&res'contain the same basic in$redients and %ollow the same $eneral reci!e. There are ne"er an# new stories he said'+&st the same stories retold. And the one o"erarchin$ stor# the bl&e!rint %or tales since h&mankind/s earliest da#s is the hero/s +o&rne#.0 The hero/s +o&rne# has three main !artsM )e!art&re Initiation and Ret&rn. The hero hears a call re%&ses it at %irst and then crosses the threshold into a new world. )&rin$ Initiation he %aces sti%% challen$es and stares into the ab#ss. 6&t alon$ the wa#'&s&all# with the hel! o% mentors who $i"e the hero a di"ine $i%t'he trans%orms and becomes at one with his new sel%. Then he ret&rns becomin$ the master o% two worlds committed to im!ro"in$ each. This str&ct&re &nderlies 4omer/s Od#sse# the stor# o% 6&ddha the le$end o% >in$ Arth&r the stor# o% Saca$awea 4&ckleberr# Finn Star Wars The Matri- and .am!bell wo&ld ha"e ar$&ed +&st abo&t e"er# other e!ic tale. 6&t there/s somethin$ else abo&t the hero/s +o&rne# that #o& mi$ht not ha"e noticed'and that I wasn/t conscio&s o% m#sel% &ntil "er# recentl#. The hero/s +o&rne# is the &nderl#in$ stor# o% this book. It be$ins with the knowled$e worker the master o% 7,)irected a!tit&des. She %aces a trans%ormati"e crisis 8wro&$ht b# Ab&ndance Asia and A&tomation9 and m&st answer the call 8o% a new wa# to work and li"e.9 She resists the call at %irst 8!rotestin$ o&tso&rcin$ den#in$ that thin$s need to chan$e9. 6&t e"ent&all# she crosses the threshold 8into the .once!t&al A$e9. She %aces challen$es and di%%ic&lties 8masterin$ R,)irected a!tit&des9. 6&t she !erse"eres ac*&ires those ca!abilities and ret&rns as someone who can inhabit both worlds 8she has a whole new mind9. The stor#'%rom R&m!lestiltskin to War and Peace'is one o% the basic tools in"ented b# the h&man mind %or the !&r!ose o% &nderstandin$. There ha"e been $reat societies that did not &se the wheel b&t there ha"e been no societies that did not tell stories.0 '3RS37A >. 7E ;3IN Now I/m not s&$$estin$ that A Whole New Mind has some m#thic stat&re. 4ardl#. Indeed m# !oint is +&st the o!!osite. It/s to show that stories in $eneral and the stor# str&ct&re o% the hero/s +o&rne# in !artic&lar l&rk e"er#where. O&r tendenc# to see and e-!lain the world in common narrati"es is so dee!l# in$rained that we o%ten don/t notice it'e"en when we/"e written the words o&rsel"es. In the .once!t&al A$e howe"er we m&st awaken to the !ower o% narrati"e.

The Stor# 6&siness


Robert Mc>ee is one o% the most in%l&ential %i$&res in 4oll#wood b&t #o&/ll ne"er see his %ace on the screen or his name on the closin$ credits. For the !ast %i%teen #ears in three,da# seminars in the 3nited States and E&ro!e Mc>ee has ta&$ht as!irin$ screenwriters how to cra%t a com!ellin$ stor#. Some %ort# tho&sand !eo!le ha"e !l&nked down QLCC %or his Stor# Seminar. And his st&dents ha"e $one on to win twent#,si- Academ# Awards. An#bod# who ho!es to write a screen!la# be$ins b# readin$ his book'Stor#M S&bstance Str&ct&re St#le and The Princi!les o% Screenwritin$. 6&t in recent #ears Mc>ee has attracted a %ollowin$ amon$ !eo!le whose onl# connection to the mo"ie b&siness comes when the# b&# a ticket and a t&b o%

!o!corn at the local m&lti!le-M the e-ec&ti"es entre!rene&rs and workers o% traditional b&siness. Wh# do the# seek Mc>ee/s co&nselT I/ll let the irascible master answer in his own wordsM Altho&$h b&siness!eo!le are o%ten s&s!icio&s o% stories5the %act is that statistics are &sed to tell lies and damned lies while acco&ntin$ re!orts are o%ten 6S in a ball $own5. I% a b&siness!erson &nderstands that his or her own mind nat&rall# wants to %rame e-!erience in a stor# the ke# to mo"in$ the a&dience is not to resist this im!&lse b&t to embrace it.0? Stor# b&sinesses are reali(in$ means bi$ mone#. Economists )eirdre Mc.loske# and Ar+o >lamer calc&late that !ers&asion'ad"ertisin$ co&nselin$ cons&ltin$ and so on'acco&nts %or HA !ercent o% 3.S. $ross domestic !rod&ct. I% as some !osit Stor# is a com!onent o% hal% those !ers&asi"e e%%orts then Stor# is worth abo&t QB trillion a #ear to the 3.S. econom#.F So or$ani(ations are embracin$ the stor# ethic es!o&sed b# Mc>ee and others'o%ten in &nlikel# wa#s. The clearest e-am!le is a nascent mo"ement called or$ani(ational stor#tellin$ 0 which aims to make or$ani(ations aware o% the stories that e-ist within their walls'and then to &se those stories in !&rs&it o% or$ani(ational $oals. One o% the %o&nders o% the mo"ement is Ste"e )ennin$ an A&stralian who be$an his career as a law#er in S#dne# and later became a midle"el e-ec&ti"e at the World 6ank. I was a le%t brain !erson 0 he sa#s. 6i$ or$ani(ations lo"e that kind o% !erson.0 Then one da# in a World 6ank shake,&! he was booted %rom a +ob he lo"ed and banished to the or$ani(ational e*&i"alent o% SiberiaM a de!artment known as knowled$e mana$ement 0 cor!orate +ar$on %or how a com!an# or$ani(es its "ast reser"es o% in%ormation and e-!erience. )ennin$ became the de!artment/s chie%. And'$r&d$in$l# at %irst'he &nderwent a trans%ormation. 8So&nds like a hero/s +o&rne# doesn/t itT9 As he so&$ht to &nderstand what the World 6ank knew'that is what knowled$e re*&ired mana$ement')ennin$ disco"ered that he learned more %rom tradin$ stories in the ca%eteria than he did %rom readin$ the bank/s o%%icial doc&ments and re!orts. An or$ani(ation/s knowled$e he reali(ed is contained in its stories. And that meant that i% he was reall# $oin$ to be the to! knowled$e honcho at the bank he had to $o well be#ond the 7,)irected law#er,e-ec&ti"e a!!roach he/d learned in the %irst twent#,%i"e #ears o% his career. So he made the World 6ank a leader in knowled$e mana$ement b# makin$ it a !ioneer in &sin$ stories to contain and con"e# knowled$e. Stor#tellin$ doesn/t re!lace anal#tical thinkin$ 0 he sa#s. It s&!!lements it b# enablin$ &s to ima$ine new !ers!ecti"es and new worlds5. Abstract anal#sis is easier to &nderstand when seen thro&$h the lens o% a well,chosen stor#.0A Now )ennin$ is s!readin$ his messa$e'and tellin$ his stor#'to or$ani(ations worldwide. )ennin$ isn/t the onl# one taken with stories/ b&siness !ossibilities. ?M $i"es its to! e-ec&ti"es stor#tellin$ lessons. NASA has be$&n &sin$ stor#tellin$ in its knowled$e mana$ement initiati"es. And Yero-'reco$ni(in$ that its re!air !ersonnel learned to %i- machines b# tradin$ stories rather than b# readin$ man&als'has collected its stories into a database called E&reka that Fort&ne estimates is worth QBCC million to the com!an#. In addition se"eral "ent&res ha"e emer$ed to hel! e-istin$ com!anies har"est their internal stories. One s&ch %irm is Stor#X&est based in s&b&rban .hica$o. It dis!atches inter"iewers to a com!an# records the stories o% that com!an#/s em!lo#ees and then !rod&ces a .) that &ses these !ersonal narrati"es to #ield broader insi$hts abo&t the com!an#/s c&lt&re and mission. In the 3nited >in$dom Richard Oli"ier the son o% 7a&rence Oli"ier and Koan Plowri$ht and a %ormer Shakes!earean theater director now ad"ises lar$e com!anies abo&t how to inte$rate Stor# into their o!erations. Oli"ier calls his techni*&e m#thodrama.0 4is clients read and act Shakes!eare/s !la#s to elicit lessons in leadershi! and cor!orate $o"ernance. 7o$ical and anal#tical abilities alone can no

lon$er $&arantee s&ccess 0 Oli"ier sa#s.L S&ccess%&l b&siness!eo!le m&st be able to combine the science o% acco&ntin$ and %inance with the art o% Stor#. M#th is the secret o!enin$ thro&$h which the ine-ha&stible ener$ies o% the cosmos !o&r into h&man mani%estation.0 'KOSEP4 .AMP6E77 It/s eas# to make %&n o% a !&rchasin$ mana$er !retendin$ to be Tit&s Andronic&s. 6&t the %act that slow,mo"in$ chan$e,resistant lar$e or$ani(ations ha"e be$&n wrestlin$ with Stor#'a word that itsel% wo&ld ha"e made someone an e-ec&ti"e s&ite la&$hin$stock a decade a$o'is tellin$. And it s!eaks to that innate ca!acit# that I mentioned earlier. As Alan >a# a 4ewlett, Packard e-ec&ti"e and co,%o&nder o% Yero- PAR. !&ts itM Scratch the s&r%ace in a t#!ical boardroom and we/re all +&st ca"emen with brie%cases h&n$r# %or a wise !erson to tell &s stories.0 STOR< IS ha"in$ another im!ortant im!act on b&siness. 7ike desi$n it is becomin$ a ke# wa# %or indi"id&als and entre!rene&rs to distin$&ish their $oods and ser"ices in a crowded market!lace. The best wa# to e-!lain this !henomenon is to tell #o& a co&!le o% stories %rom m# own cons&mer li%e. The %irst e-am!le o% stor#,as,di%%erentiator arri"ed in the mail. M# %amil#/s nei$hborhood in northwest Washin$ton )... is in the midst o% a slow $enerational t&rno"er. The !eo!le who bo&$ht their ho&ses decades a$o and raised their kids in tid# brick colonials ha"e started to retire. Meantime #o&n$ co&!les with children want to mo"e into the nei$hborhood beca&se it o%%ers the con"eniences o% a s&b&rb witho&t act&all# ha"in$ to li"e in one. Since !ros!ecti"e b&#ers %ar o&tn&mber !otential sellers !rices ha"e been climbin$. And so to entice a %ew more o% the older %olks to $et &! and $o realtors %re*&entl# send !ostcards to e"er# address in the nei$hborhood to&tin$ the latest sk#,hi$h !rice the#/"e $otten %or one o% these modest homes. 6&t in the mail one da# came a realtor !ostcard that was di%%erent. I nearl# threw it o&t at %irst. On one side it had the &s&al !hoto'a ho&se a %ew blocks awa# that the realtor had +&st sold. 6&t on the other side instead o% the sales !rice in @H,!oint t#!e %ollowed b# a row o% e-clamation !oints it had the %ollowin$M Florence Skretowic( and her h&sband bo&$ht this deli$ht%&l home in BGAA. The# !aid QHC CCC in cash %or it and lo"ed the man# s!ecial details like solid oak %loors lar$e windows incl&din$ man# with leaded $lass oak millwork aro&nd the doors 5an Old En$lish %ire,!lace mantle and a $arden !ond. At a$e GB Florence mo"ed to 6ri$hton ;ardens a retirement comm&nit# in Friendshi! 4ei$hts and the Fernande( sisters nei$hbors and old %amil# %riends asked me to sell this +ewel. I was honored. Florence let &s clear o&t the ho&se !aint it inside and o&t re%inish the %loors and wash the windows. Now !lease take a min&te to welcome Scott )resser and .hristie .onstantine the new residents who lo"e the ho&se +&st as m&ch and !lan to be in it %ore"er and e"er. The !ostcard didn/t mention the sale !rice o% the home. That seemed like an o"ersi$ht at %irst b&t it was act&all# a de%t bit o% .once!t&al A$e marketin$. The !rice the ho&se sold %or is eas# to %ind'in the news!a!er on the Internet in nei$hborhood chitchat. 6esides the ho&ses here are similar eno&$h that their sellin$ !rices don/t "ar# all that m&ch. So des!ite realtors/ !ersistent e%%orts it/s do&bt%&l that a !ostcard celebratin$ a hi$h !rice wo&ld be eno&$h on its own to !ers&ade a !otential seller to si$n &! with a !artic&lar realtor. 6&t sellin$ a ho&se

#o&/"e li"ed in %or hal% a cent&r# is not sim!l# a %inancial decisionP it/s also an emotional one. And what better wa# to make that hi$h,to&ch connection'and %or this realtor to distin$&ish her ser"ices %rom her n&mber,ha!!# com!etitors'than with a stor#T Or take another e-am!le o% narrati"e/s role in a time o% ab&ndance. I was at the store one a%ternoon !ickin$ &! %ood %or dinner and I decided to $rab a %ew bottles o% wine. The selection was $ood b&t modest'ma#be %i%t# bottles in all. And I *&ickl# (eroed in on three ine-!ensi"e reds. All three were abo&t the same !rice'nine or ten dollars each. All three seemed ro&$hl# the same *&alit#. 4ow to decideT I looked at the bottles. Two o% them had labels %illed with those %anc# wine ad+ecti"es. 6&t the third bottle'H 6rothers 6i$ Tattoo Red'told me a stor#M The idea %or this wine comes %rom two brothers Erik and Ale- 6artholoma&s. The# wanted to sell a $reat wine so&rced b# Ale- labeled with Erik/s art in a non,serio&s wa# %or a $ood ca&se. Their $oal was to !a# homa$e to their late mother who s&%%ered an &ntimel# death d&e to cancer5. Ale- and Erik will donate AC cents %rom the sale o% each bottle o% 6i$ Tattoo Red to 4os!ice o% Northern =ir$inia andOor "ario&s cancer research %&nds in the name o% 7iliana S. 6artholoma&s. Thanks to #o&r s&!!ort we ha"e donated a!!ro-imatel# Q@A CCC %rom the sales o% o&r %irst release and ho!e%&ll# m&ch more in the %&t&re. Ale- and Erik thank #o& %or !&rchasin$ a bottle o% 6i$ Tattoo Red in honor o% their mother. ;&ess which wine I bo&$htT

The Stor# o% 4ealin$


Modern medicine is a mar"el. Power%&l machines like the MRI that took !ict&res o% m# brain are lettin$ &s $lim!se o&r bod#/s inner workin$s. New dr&$s and medical de"ices are sa"in$ man# li"es and im!ro"in$ man# more. <et those s!ectac&lar ad"ances ha"e o%ten come at the e-!ense o% a more m&ndane tho&$h no less im!ortant as!ect o% care. The medical s#stem can com!letel# eliminate the !erson/s stor# 0 sa#s )r. Kack .o&lehan o% Ston# 6rook 3ni"ersit# 4os!ital in New <ork. 3n%ort&natel# medicine sees anecdote as the lowest %orm o% science.0@ <o&/"e !robabl# had this e-!erience #o&rsel%. <o&/re waitin$ in the e-am room at #o&r doctor/s o%%ice. When the doctor comes in two thin$s are almost certain to ha!!en ne-t. <o&/ll be$in tellin$ a stor#. And #o&r doctor will interr&!t #o&. Twent# #ears a$o when researchers "ideota!ed doctor,!atient enco&nters in an e-am room the# %o&nd that doctors interr&!ted their !atients a%ter an a"era$e o% twent#,one seconds. When another set o% researchers re!eated the st&d# more recentl# doctors had im!ro"ed. The# now waited an a"era$e o% twent#,three seconds be%ore b&ttin$ in. 6&t that r&shed +&st,the,%acts a!!roach to !atient care ma# be chan$in$ thanks in lar$e !art to the work o% )r. Rita .haron a .ol&mbia 3ni"ersit# Medical School !ro%essor who is attem!tin$ to !lace stor# at the heart o% dia$nosis and healin$. When .haron was a #o&n$ internist doin$ ro&nds at a hos!ital she made a startlin$ disco"er#M m&ch o% what she did as a doctor re"ol"ed aro&nd stories. Patients e-!lained their ailments in narrati"es. )octors re!eated stories o% their own. Illness itsel% &n%olded as a narrati"e. Narrati"e was e"er#where. E"er#where'e-ce!t in the medical school c&rric&l&m or the conscio&sness o% st&dents and teachers. So .haron !icked &! a Ph) in En$lish to $o with her M)'and then set abo&t re%ormin$ medical ed&cation. She la&nched the narrati"e medicine mo"ement in a HCCB article in the Ko&rnal o% the American Medical Association that called %or a whole,minded a!!roach to medical careM A scienti%icall# com!etent medicine alone cannot hel! a !atient $ra!!le with the loss o% health or %ind meanin$ in s&%%erin$. Alon$ with scienti%ic abilit# !h#sicians need the abilit# to listen to the narrati"es o% the !atient $ras! and honor their meanin$s and be mo"ed to act on the !atient/s behal%.I

Toda# at .ol&mbia all second,#ear medical st&dents take a seminar in narrati"e medicine in addition to their hard,core science classes. There the# learn to listen more em!athicall# to the stories their !atients tell and to read0 those stories with $reater ac&it#. Instead o% askin$ a list o% com!&terlike dia$nostic *&estions these #o&n$ doctors broaden their in*&ir#. Tell me where it h&rts0 becomes Tell me abo&t #o&r li%e.0 The $oal is em!ath# which st&dies ha"e shown declines in st&dents with e"er# #ear the# s!end in medical school. And the res&lt is both hi$h to&ch and hi$h conce!t. St&d#in$ narrati"e hel!s a #o&n$ doctor relate better to !atients and to assess a !atient/s c&rrent condition in the conte-t o% that !erson/s %&ll li%e stor#. 6ein$ a $ood doctor .haron sa#s re*&ires narrati"e com!etence'the com!etence that h&man bein$s &se to absorb inter!ret and res!ond to stories.0G Narrati"e medicine is !art o% a wider trend to incor!orate an R,)irected a!!roach into what has lon$ been a bastion o% 7,)irected m&scle,%le-in$. Fi%teen #ears a$o abo&t one o&t o% three American medical schools o%%ered h&manities co&rses. Toda# three o&t o% %o&r do.BC 6elle"&e the le$endar# New <ork .it# !&blic hos!ital !&blishes its own +o&rnal'the 6elle"&e 7iterar# Re"iew. 87iterar# +o&rnals ha"e also !o!!ed &! at medical schools at .ol&mbia Penn State 3ni"ersit# and the 3ni"ersit# o% New Me-ico.9 The editor in chie% o% the 6elle"&e +o&rnal )r. )anielle O%ri who teaches med st&dents re*&ires her #o&n$ char$es to write &! at least one o% their !atient histories as a narrati"e'to tell the !atient/s stor# %rom the !atient/s !oint o% "iew. That/s not di%%erent %rom what the no"elist wants to do 0 O%ri sa#s. I think we can take !eo!le who are basicall# em!athetic and well,meanin$ and $i"e them better skills to connect with their !atients.0BB O% co&rse narrati"e com!etence cannot re!lace technical e-!ertise. A doctor who listens em!athicall# to her !atient/s stor# b&t %or$ets to take his blood !ress&re or !rescribes the wron$ dr&$ is not lon$ %or the !ro%ession. 6&t .haron/s a!!roach can hel! #o&n$ !h#sicians imb&e their work with $reater em!ath#. 8I/ll disc&ss em!ath# in $reater detail in .ha!ter @.9 For e-am!le .haron/s st&dents all kee! two charts on each !atient. On one chart the# incl&de the *&antitati"e in%ormation and medical lin$o o% a t#!ical hos!ital chart. 6&t on the other'what she calls the !arallel chart0'st&dents write narrati"es abo&t their !atients and chronicle their own emotions. Accordin$ to the %irst st&d# to test this method/s e%%ecti"eness st&dents who ke!t a !arallel chart had better relationshi!s with !atients'and better inter"iewin$ and technical skills'than their co&nter!arts who did not.BH Stories alone won/t c&re the sick. 6&t combined with modern technolo$# the# ha"e an &ndeniable healin$ !ower. This ma# be the %&t&re o% medicineM !h#sicians who can both think ri$oro&sl# and %eel em!athicall# !h#sicians who can both anal#(e a test and a!!reciate a stor#'!h#sicians with a whole new mind. I% stories come to #o& care %or them. And learn to $i"e them awa# where the# are needed. Sometimes a !erson needs a stor# more than %ood to sta# ali"e.0 '6ARR< 7OPEJ a&thor o% Arctic )reams WE ARE O3R STORIES. We com!ress #ears o% e-!erience tho&$ht and emotion into a %ew com!act narrati"es that we con"e# to others and tell to o&rsel"es. That has alwa#s been tr&e. 6&t !ersonal narrati"e has become more !re"alent and !erha!s more &r$ent in a time o% ab&ndance when man# o% &s are %reer to seek a dee!er &nderstandin$ o% o&rsel"es and o&r !&r!ose. More than a means to sell a ho&se or e"en to dee!en a doctor/s com!assion Stor# re!resents a

!athwa# to &nderstandin$ that doesn/t r&n thro&$h the le%t side o% the brain. We can see this #earnin$ %or sel%,knowled$e thro&$h stories in man# !laces'in the astonishin$l# !o!&lar scra!bookin$0 mo"ement where !eo!le assemble the arti%acts o% their li"es into a narrati"e that tells the world and ma#be themsel"es who the# are and what the#/re abo&t and in the s&r$in$ !o!&larit# o% $enealo$# as millions search the Web to !iece to$ether their %amil# histories. What these e%%orts re"eal is a h&n$er %or what stories can !ro"ide'conte-t enriched b# emotion a dee!er &nderstandin$ o% how we %it in and wh# that matters. The .once!t&al A$e can remind &s what has alwa#s been tr&e b&t rarel# been acted &!on'that we m&st listen to each other/s stories and that we are each the a&thors o% o&r own li"es.

PORTFO7IO

Stor#

Write a Mini,Sa$a.
Writin$ an#thin$ is hard work. Writin$ a short stor# is reall# hard work. And writin$ a no"el a !la# or a screen!la# can take #ears. So $o eas# on #o&rsel% b# writin$ a mini,sa$a. Mini,sa$as are e-tremel# short stories'+&st %i%t# words lon$5no more no less. <et like all stories the# ha"e a be$innin$ a middle and an end. 7ondon/s Tele$ra!h news!a!er once s!onsored an ann&al mini,sa$a contest'and the res&lts showed how m&ch creati"it# a !erson can !ack into e-actl# %i%t# words. Tr# writin$ a mini,sa$a #o&rsel%. It/s addictin$. 4ere are two e-cellent e-am!les to hook #o&M

A 7i%e
6< KANE ROSEN6ER; 6RI;4TON 3NITE) >IN;)OM Koe# third o% %i"e le%t home at si-teen tra"elled the co&ntr# and wo&nd &! in Nottin$ham with a wi%e and kids. The# do shi%ts the kids !la# o&t and ends ne"er meet. Sometimes he/d $i"e an#thin$ to walk awa# b&t he knows she/s onl# $ot a #ear and she doesn/t.

A )ream So Real
6< PATRI.> FORS<T4 MA7)ON 3NITE) >IN;)OM Sta#in$ o"erni$ht with %riends his slee! was dist&rbed b# a "i"id dreamM a thie% broke in stole e"er#thin$ in the %lat'then care%&ll# re!laced e"er# sin$le item with an e-act re!lica. It %elt so real 0 he told his %riends in the mornin$. 4orri%ied &ncom!rehendin$ the# re!lied 6&t who are #o&T0

Enlist in Stor#.or!s.
In the middle o% New <ork/s ;rand .entral Terminal sits a stran$e,lookin$ s*&are h&t. It/s called a Stor#6ooth and i% #o&/re in New <ork #o& sho&ld check it o&t. For ten dollars #o& can book an ho&r in the booth and record a broadcast,*&alit# inter"iew with someone 8#o&r ninet#,#ear, old $reat,$randmother (an# 3ncle Ted the m#sterio&s $&# down the street9 whose stor# #o&/re ea$er to hear and !reser"e. It/s all !art o% Stor#.or!s an e-traordinar# national !ro+ect to instr&ct and ins!ire Americans to record each other/s stories in so&nd.0 The e%%ort the brainchild o% MacArth&r %ellow )a"id Isa# is modeled a%ter the Works Pro$ress Administration oral histor# !ro+ect o% the BG?Cs. All the stories s&bmitted end &! in the Stor#.or!s archi"es at the 3.S. 7ibrar# o% .on$ress/s American Folkli%e .enter where the# will be a"ailable %or !osterit#. 6&t #o& needn/t $o to ;rand .entral or e"en New <ork to !artici!ate. The Stor#.or!s Web site o%%ers Stor#>its to hel! #o& do it #o&rsel%. Stor#.or!s celebrates o&r shared h&manit# and collecti"e identit# 0 the or$ani(ers sa#. It ca!t&res and de%ines the stories that bond &s. We/"e %o&nd that the !rocess o% inter"iewin$ a %riend nei$hbor or %amil# member can ha"e a !ro%o&nd im!act on both the inter"iewer and inter"iewee. We/"e seen !eo!le chan$e %riendshi!s $row %amilies walk awa# %eelin$ closer &nderstandin$ each other better. 7istenin$ a%ter all is an act o% lo"e.0 8More in%oM www.stor#cor!s.net9

Whi! O&t the Ta!e Recorder.


I% Stor#.or!s is too com!licated %or #o&r tastes tr# a more modest "ersion o% #o&r own. Find a %riend or relati"e sit him down t&rn on a ta!e recorder and be$in askin$ him *&estions abo&t

his li%e. 4ow did #o& and #o&r s!o&se meetT What was #o&r %irst +obT When was the %irst time #o& were awa# %rom home o"erni$htT Who was the worst teacher #o& e"er hadT What was the ha!!iest da# o% #o&r li%eT The saddestT The most terri%#in$T What was the best decision #o& e"er madeT <o&/ll be ama(ed at the stories that !o&r o&t'and #o&/ll be thrilled to ha"e them recorded %or #o&rsel% and others.

=isit a Stor#tellin$ Festi"al.


A $reat wa# to sam!le the incredible di"ersit# o% stories and stor#tellers in the world is to "isit one o% the $rowin$ n&mber o% stor#tellin$ %esti"als. At these two,or three,da# $atherin$s h&ndreds o% !eo!le'some !ro%essionals some not'take the sta$e to tell tales. Some o% the stor#tellers at these e"ents are a bit shellacked'in a twan$# corn!one kind o% wa#. 6&t #o&/re almost certain to st&mble &!on some ama(in$ stories and some %ascinatin$ !eo!le reco&ntin$ them. 4ere are se"en o% the best %esti"als. National Stor#tellin$ Festi"al'The $randdadd# o% American stor#tellin$ %esti"als attended each #ear b# more than ten tho&sand !eo!le. WhereM Konesboro&$h Tennessee WhenM October More in%oM www.stor#tellin$center.com <&kon International Stor#tellin$ Festi"al'Now in its second decade this %esti"al %eat&res stor#tellers %rom the circ&m!olar world0'the <&kon ;reenland Iceland'tellin$ stories &nder the endless s&n o% earl# s!rin$. Some o% the !artici!ants tell their stories in d#in$ nati"e lan$&a$es in an e%%ort to kee! those lan$&a$es ali"e. WhereM Whitehorse <&kon .anada WhenM K&ne More in%oM www.stor#tellin$.#k.net 6a# Area Stor#tellin$ Festi"al'This weekend o% o&tdoor stor#tellin$ is one o% the best %esti"als in the western 3nited States. WhereM El Sobrante .ali%ornia WhenM Ma# More in%oM www.ba#areastor#tellin$.or$ )i$ital Stor#tellin$ Festi"al'A wonder%&l $atherin$ with an arra# o% s!eakers and entertainers &sin$ com!&ters and other di$ital tools to cra%t com!ellin$ tales. 8See E-!eriment with )i$ital Stor#tellin$0 on !a$e BHA.9 The %esti"al was la&nched b# di$ital stor#tellin$ !ioneer )ana Atchle# who died well be%ore his time. WhereM Sedona Ari(ona WhenM K&ne More in%oM www.dstor#.com

.a!e .lear Island International Stor#tellin$ Festi"al'4eld on Ireland/s so&thernmost island this %esti"al attracts an eclectic mi- o% stor#tellers %rom all o"er the world. Most o% the stories are in En$lish b&t some are in Irish. WhereM .a!e .lear Island Re!&blic o% Ireland WhenM Se!tember More in%oM www.indi$o.ieO\stories Sharin$ the Fire New En$land Stor#tellin$ .on%erence'One o% the oldest re$ional %esti"als in the 3nited States this e"ent draws the best stor#tellers in the eastern 3nited States. WhereM .ambrid$e Massach&setts WhenM Se!tember More in%oM www.lanes.or$Ost%Osharin$ZtheZ%ire.html

;etOne Stor#.
Readin$ short stories is a %ine wa# to shar!en #o&r Stor# a!tit&de b&t how can #o& %ind the $ood ones witho&t !orin$ thro&$h do(ens o% hi$hbrow literar# +o&rnalsT One answerM let Maribeth 6atcha and 4annah Tinti do the si%tin$ %or #o& with their inno"ati"e One Stor#. This !&blication deli"ers e-actl# what its title !romises. E"er# three weeks or so 6atcha and Tinti send s&bscribers5one stor#. It/s !rinted as a !ocket,si(ed booklet that/s eas# to stick in #o&r !ocket or toss in #o&r ba$. The stories are &s&all# $reat. And there/s an ele$ant sim!licit# to readin$ a sin$le stor# all b# itsel%'rather than +ammed between a b&nch o% other stories or wed$ed between a ten,tho&sand,word article abo&t >a(akhstan and a re"iew o% the anni"ersar# edition o% K&de the Obsc&re in the New <orker. I/"e s&bscribed to One Stor# %or a %ew #ears now'and $i"en s&bscri!tions 8a mere QHB !er #ear9 as $i%ts. 8More in%oM www.one, stor#.com9

Ri%% on O!enin$ 7ines.


.all me Ishmael. That/s not m# name'b&t 4erman Mel"ille/s %amo&s o!enin$ line does o%%er some $&idance %or shar!enin$ #o&r narrati"e ca!abilities. 6e$in b# &nderlinin$ a sentence in a book or ma$a(ine. Then cra%t a stor# that e"ol"es %rom this o!enin$ line.0 Or do #o&r own %orm o% stor#tellin$ im!ro" b# askin$ someone else to %eed #o& an o!enin$ line'and then &se it as a s!rin$board %or #o&r stor#. <o& can also t&rn this into a $ro&! acti"it#. Ask e"er#one to write an o!enin$ line on an inde- card. Toss the cards into a hat. Then takin$ t&rns ha"e each !erson draw a card and on the s!ot tell a stor# that be$ins with the line on the card. In a b&siness settin$ a!!l# this e-ercise to a !artic&lar !rod&ct ser"ice or e-!erience in #o&r com!an#. 4ow can an o!enin$ line chosen more or less at random lead to a com!ellin$ tale abo&t #o&r o%%erin$T This ad,hoc stor#,based a!!roach mi$ht hel! #o& har!oon the bi$ ideas swimmin$ aro&nd on the ri$ht side o% #o&r brain.

Pla# Photo Finish.


Instead o% &sin$ words t&rn to !ict&res %or stor# ins!iration. Select a !hoto 8%rom a news!a!er a ma$a(ine e"en a d&st# shoebo-9 and %ashion a tale abo&t what is ha!!enin$ in the !ict&re. .hallen$e #o&rsel% not onl# to describe the ob"io&s b&t also to tell the back stor# 0 the !art

that isn/t there or isn/t initiall# a!!arent. Art and !hoto$ra!h# on dis!la# in m&se&ms 8or on m&se&m web sites9 o%%er another rich so&rce o% material.

E-!eriment with )i$ital Stor#tellin$.


Stor# is an ancient art'b&t like all art it can be enhanced with modern tools. )i$ital cameras ine-!ensi"e a&dio and "ideo editin$ !ro$rams Photosho! and .) b&rners are allowin$ an#one with a stor# in their hearts to tell it with !ict&res and so&nd. A $ood !lace to learn these new techni*&es is at the Stor#tellin$ 6ootcam! at the ann&al )i$ital Stor#tellin$ Festi"al 8see !a$e BHH9. 8I/"e $one thro&$h the boot cam! m#sel%'and it was worth the time and mone#.9 The .enter %or )i$ital Stor#tellin$ also has classes and lots o% back$ro&nd material 8more in%oM www.stor#center.or$9. For other wa#s that technolo$# is t&rbochar$in$ stories check o&t the online stor#tellin$ comm&nit# the Fra# 8more in%oM www.%ra#.com9 as well as the .it# Stories Pro+ect 8more in%oM www.cit#stories.com9 and I 3sed to 6elie"e 8more in%oM www.i&sedtobelie"e.com9 a %ascinatin$ collection o% childhood belie%s.

Ask <o&rsel%M Who Are These Peo!leT0


)o #o& e"er %ind #o&rsel% in lar$e !&blic !laces 8air!orts sho!!in$ malls mo"ie theaters or s!orts stadi&ms9 lookin$ aro&nd and wonderin$ who all these !eo!le areT Ne-t time #o&/re in this sit&ation don/t +&st ask the *&estion. Answer it. Make &! a stor# abo&t two o% the !eo!le in #o&r !ro-imit#. Who are the#T What are their namesT Are the# coworkersT 7o"ersT Siblin$sT EnemiesT Wh# are the# hereT Where are the# $oin$ ne-tT I% #o&/re o&t with %riends to$ether select a %ew !eo!le cra%t #o&r own stories and then com!are the res&lts. What do #o& i$nore that #o&r %riend em!hasi(esT Which details do #o& %oc&s on that the# mi$ht not e"en seeT Peo!le o%ten inter!ret the same cl&es "er# di%%erentl# based on their own li%e e-!eriences. This e-ercise can hel! #o& challen$e ass&m!tions b#!ass stereot#!es and broaden the stories #o& create in #o&r interactions with %amil# %riends and collea$&es. I% nothin$ else it can make waitin$ %or a b&s a bit more entertainin$.

Read These 6ooks.


The best method %or hei$htenin$ #o&r a!tit&de %or Stor# is +&st to read $reat stories'!artic&larl# the archet#!al stories %o&nd in Aeso!/s %ablesP ;reek Nordic Nati"e American So&th Asian and Ka!anese m#thsP the 6ibleP and Shakes!eare/s !la#s. 6&t i% #o&/re lookin$ %or a broader "iew o% Stor# itsel% the %ollowin$ %i"e books are m&st,reads. Stor#M S&bstance Str&ct&re St#le and the Princi!les o% Screenwritin$ b# Robert Mc>ee'E"en i% #o& don/t !lan to write the ne-t $reat screen!la# Mc>ee/s book is "al&able readin$. It e-!lains the basic str&ct&re o% the cinematic stor#'%rom how characters dri"e narrati"e to the twent#, si- di%%erent t#!es o% stor# $enres. This book will also chan$e the wa# #o& watch mo"ies. Stealin$ Fire %rom the ;odsM A )#namic New Stor# Model %or Writers and Filmmakers b# Kames 6onnet')rawin$ on the work o% .arl K&n$ Kose!h .am!bell and others 6onnet demonstrates how to &se stor# archet#!es and the nat&ral stor#makin$ !rocess0 to create modern narrati"es o% an# kind.

6e#ond 6&llet PointsM 3sin$ Microso%t PowerPoint to .reate Presentations That In%orm Moti"ate and Ins!ire b# .li%% Atkinson'PowerPoint. K&st the word makes m# e#elids droo!. 6&t since this slide !ro$ram has in%iltrated e"er# or$ani(ation in e"er# !art o% the world we mi$ht as well make the best o% it. Throw awa# those room,em!t#in$ le%t,brain slides and &se Atkinson/s book to t&rn #o&r PowerPoint !resentation into an e!ic. 3nderstandin$ .omicsM The In"isible Art b# Scott Mc.lo&d'Peo!le la&$h at me when I sa# this is one o% the best books I/"e e"er read b&t the# +&st don/t $et it. Scott Mc.lo&d/s master!iece 8#eah it is9 e-!lains how comics work'how the stories &n%old how the !ict&res and words work to$ether and how the readers s&!!l# m&ch o% the meanin$. And $et thisM Mc.lo&d wrote it in the %orm o% a book,len$th comic. Ama(in$. The 4ero with a Tho&sand Faces b# Kose!h .am!bell'.am!bell/s book introd&ces the idea o% the hero/s +o&rne# 0 somethin$ that e"er# as!irin$ writer'not to mention an# sel%,act&ali(in$ h&man'o&$ht to &nderstand. For another a"en&e into .am!bell/s mind look %or his %amo&s late,BGICs inter"iews with 6ill Mo#ers which are a"ailable on .) )=) and "ideo. A collection o% .am!bell lect&res and writin$s is also a"ailable %rom the %o&ndation established in his name. 8More in%oM www.+c%.or$Oworks.!h!9

S<MP4ON<

This is me.
Act&all# it/s not me !recisel#. It/s a drawin$ o% me in which I/m both the s&b+ect and the artist. A sel%,!ortrait. Prett# aw%&l isn/t itT 8And those nostrilsT )on/t e"en ask.9

I was ne"er "er# $ood at drawin$ so one week I decided to learn. 6&t instead o% enrollin$ in a con"entional art class I o!ted %or an a!!roach closer to the heart o% this bookM drawin$ on the ri$ht side o% the brain the method !ioneered b# 6ett# Edwards and described in her similarl# titled book. The sel%,!ortrait abo"e is like those be%ore0 !ict&res in wei$ht,loss ads. I drew it on the %irst da# o% class'be%ore the instr&ction be$an. Fi"e da#s later as #o&/ll see later in this cha!ter m# artwork came o&t di%%erent. And in the !rocess I learned a lot abo&t o&r ne-t hi$h, conce!t a!tit&de. S#m!hon# as I call this a!tit&de is the abilit# to !&t to$ether the !ieces. It is the ca!acit# to s#nthesi(e rather than to anal#(eP to see relationshi!s between seemin$l# &nrelated %ieldsP to detect broad !atterns rather than to deli"er s!eci%ic answersP and to in"ent somethin$ new b# combinin$ elements nobod# else tho&$ht to !air. S#m!hon# is also an attrib&te o% the brain/s ri$ht hemis!here in the literal as well as the meta!horical sense. As I e-!lained in .ha!ter H the ne&roscience research cond&cted with %&nctional MRIs has shown that the ri$ht hemis!here o!erates in a sim&ltaneo&s conte-t&al and s#m!honic manner. It concerns itsel% not with a !artic&lar s!r&ce b&t with the whole %orest'not with the bassoon !la#er or the %irst "iolinist b&t with the entire orchestra. S#m!honic thinkin$ is a si$nat&re abilit# o% com!osers and cond&ctors whose +obs in"ol"e corrallin$ a di"erse $ro&! o% notes instr&ments and !er%ormers and !rod&cin$ a &ni%ied and !leasin$ so&nd. Entre!rene&rs and in"entors ha"e lon$ relied on this abilit#. 6&t toda# S#m!hon# is becomin$ an essential a!tit&de %or a m&ch wider swath o% the !o!&lation. The reasons $o back to the three %orces !ro!ellin$ &s o&t o% the In%ormation A$e. A&tomation has taken o"er man# o% the ro&tine anal#tic tasks that knowled$e workers once !er%ormed. Man# o% those tasks are also headin$ to Asia where the# can be done e*&all# well %or m&ch less. That is %reein$ 8and in some cases %orcin$9 !ro%essionals to do what com!&ters and low,wa$e %orei$n technicians ha"e a more di%%ic&lt time re!licatin$M reco$ni(in$ !atterns crossin$ bo&ndaries to &nco"er hidden connections and makin$ bold lea!s o% ima$ination. Meantime a world teemin$ with in%ormation indi"id&al choices and +&st !lain st&%% is !&ttin$ a !remi&m on this

a!tit&de in o&r !ersonal li"es as well. Modern li%e/s $l&t o% o!tions and stim&li can be so o"erwhelmin$ that those with the abilit# to see the bi$ !ict&re'to sort o&t what reall# matters'ha"e a decided ad"anta$e in their !&rs&it o% !ersonal well,bein$. One o% the best wa#s to &nderstand and de"elo! the a!tit&de o% S#m!hon# is to learn how to draw'a skill that as that sel%,!ortrait demonstrates wasn/t e-actl# m# %orte. ON T4E MORNIN; o% the %irst da# o% drawin$ class be%ore we o!en o&r sketchbooks or shar!en o&r !encils we learn the essence o% o&r cra%t distilled to a sin$le sentence that will be re!eated %or the ne-t %i"e da#s. )rawin$ 0 sa#s 6rian 6omeisler is lar$el# abo&t relationshi!s.0 6omeisler is m# instr&ctor. 4e/ll be teachin$ me and si- other st&dents'a %ar,%l&n$ $ro&! that incl&des a law#er %rom the .anar# Islands and a !harmacist %rom New Jealand'the techni*&es de"elo!ed b# 6ett# Edwards in )rawin$ on the Ri$ht Side o% the 6rain. 6omeisler comes to the +ob with considerable street cred. 4e/s an accom!lished !ainter in New <ork. 4is works 8and works,in,!ro$ress9 adorn the walls o% the si-th,%loor So4o lo%t that will be o&r classroom. 4e/s been teachin$ this co&rse %or twent# #ears. 4e/s also 6ett# Edwards/s son. 7ike his mother with whom he de"elo!ed this %i"e,da# worksho! 6omeisler belie"es drawin$ is abo&t seein$. The namin$ o% thin$s is where #o& $et into tro&ble 0 he sa#s. And to !ro"e the !oint as well as to benchmark o&r abilities he $i"es &s an ho&r to draw a sel%,!ortrait. We !ro! &! o&r little mirrors o!en o&r o"ersi(ed sketchbooks and be$in to draw. I %inish be%ore the others'and 6omeisler immediatel# identi%ies me as the %o&r,h&ndred,!o&nd .hee( )oodle %iend makin$ his ina&$&ral "isit to Wei$ht WatchersM I/"e $ot a lon$ wa# to $o'b&t since thin$s can/t $et m&ch worse the#/ll likel# $et a little better. M# !roblem 6omeisler tells me as he s*&ints at m# artwork is that I/m not drawin$ what I/m seein$. I/m drawin$ remembered s#mbols %rom childhood.0 To $ras! what he means t&rn back to !a$e BHG and i% #o& can bear it look at that sel%,!ortrait a$ain. M# li!s don/t reall# look like that. Nobod#/s li!s look like that. I/"e drawn a s#mbol %or li!s'a s#mbol as a matter o% %act that comes %rom childhood. Those !enciled li!s look a lot like the Ma$ikist si$n that &sed to beckon %rom I,GF when as a kid m# %amil# dro"e to "isit m# $rand!arents in .hica$o. In a sense I/"e merel# written li!s0 in modern hiero$l#!hics instead o% tr&l# seein$ m# li!s and reco$ni(in$ how the# relate to the totalit# o% m# %ace. 7ater that %irst da# 6omeisler shows &s a Picasso line drawin$ and asks &s to co!# it. 6&t be%ore we be$in he tells &s to t&rn Picasso/s sketch &!side down'so #o& know nothin$ abo&t what #o&/re drawin$.0 The $oal is to trick the le%t hemis!here and clear the wa# %or the ri$ht. When the le%t brain doesn/t know what the ri$ht brain is doin$ the mind is %ree to see relationshi!s and to inte$rate those relationshi!s into a whole. In man# wa#s this is the core o% learnin$ how to draw'as well as the ke# to masterin$ the a!tit&de o% S#m!hon#. For e-am!le one o% the reasons m# sel%,!ortrait looks so stran$e is that the relationshi!s are skewed. In class we se"en st&dents learn'and more im!ortant we see'that on a h&man %ace the distance %rom the center line o% the e#es to the bottom o% the chin is e*&al to the distance %rom the center line o% the e#es to the to! o% the head. I drew m# e#es m&ch hi$her on the head than the# are in realit#'and b# botchin$ that one relationshi! I/"e distorted the entire !ict&re.

6omeisler is a s#m!athetic teacher with the $entle manner o% Mr. Ro$ers had Mr. Ro$ers done time on Paris/s le%t bank. )&rin$ each drawin$ e-ercise he $lides aro&nd the room o%%erin$ enco&ra$ement. I/m here to kee! #o&r le%t hemis!here *&iet 0 he m&rm&rs. One da# he teaches &s abo&t ne$ati"e s!ace'that is the area between and aro&nd an ima$e. 4e shows &s the lo$o o% FedE- like the one below. 7ook at the white s!ace between the E0 and the -0 in E-.0 See the arrowT That/s ne$ati"e s!ace. When we draw !ortraits o% o&r classmates later in the week we be$in b# li$htl# shadin$ o&r lar$e !iece o% !a!er'and then erasin$ the !art that/s not the o&tline o% o&r s&b+ect/s head in order to re"eal it. Ne$ati"e s!ace is a !ower%&l drawin$ tool 0 6omeisler sa#s. It/s one o% the secrets to learnin$ how to draw.0

O"er the ne-t %o&r da#s we learn to see se"eral o% these relationshi!s'between s!ace and ne$ati"e s!ace between li$ht and shadow between an$les and !ro!ortions'in wa#s that man# o% &s ne"er noticed. We draw stools !ro!!ed on tables the wrinkles on o&r hands and the shadows that caress the corners o% 6omeisler/s st&dio. Thro&$ho&t 6omeisler re!eats his mantra that drawin$ is lar$el# abo&t relationshi!s0 that when combined create the whole. And so in some sense is this co&rse. All o% o&r e-ercises in relationshi!s lead to the %inal a%ternoon when we m&st inte$rate o&r newl# ac*&ired &nderstandin$ into a bi$ !ict&re'a second attem!t at a sel%,!ortrait.

Seein$ Relationshi!s
7ike drawin$ S#m!hon# is lar$el# abo&t relationshi!s. Peo!le who ho!e to thri"e in the .once!t&al A$e m&st &nderstand the connections between di"erse and seemin$l# se!arate disci!lines. The# m&st know how to link a!!arentl# &nconnected elements to create somethin$ new. And the# m&st become ade!t at analo$#'at seein$ one thin$ in terms o% another. There are am!le o!!ort&nities in other words %or three t#!es o% !eo!leM the bo&ndar# crosser the in"entor and the meta!hor maker. T4E 6O3N)AR< .ROSSER What/s the most !re"alent and !erha!s most im!ortant !re%i- o% o&r timesT M&lti. O&r +obs re*&ire m&ltitaskin$. O&r comm&nities are m&ltic&lt&ral. O&r entertainment is m&ltimedia. While detailed knowled$e o% a sin$le area once $&aranteed s&ccess toda# the to! rewards $o to those who can o!erate with e*&al a!lomb in starkl# di%%erent realms. I call these !eo!le bo&ndar# crossers.0 The# de"elo! e-!ertise in m&lti!le s!heres the# s!eak di%%erent lan$&a$es and the# %ind +o# in the rich "ariet# o% h&man e-!erience. The# li"e m&lti

li"es'beca&se that/s more interestin$ and nowada#s more e%%ecti"e. 6o&ndar# crossers are !eo!le like And# T&ck a !hiloso!h# !ro%essor and !ianist who a!!lies the skills he honed in those %ields to r&n his own mana$ement cons&ltin$ %irm. The# incl&de !eo!le s&ch as ;loria White,4ammond a !astor and !ediatrician in 6ostonP Todd Macho"er who com!oses o!eras and b&ilds hi$h,tech m&sic e*&i!mentP and Khane 6arnes whose e-!ertise in mathematics in%orms her intricate clothin$ desi$ns.B Mihal#i .siks(entmihal#i the 3ni"ersit# o% .hica$o !s#cholo$ist who wrote the classic book FlowM The Ps#cholo$# o% O!timal E-!erience as well as .reati"it#M Flow and the Ps#cholo$# o% )isco"er# and In"ention has st&died the li"es o% creati"e !eo!le and %o&nd that creati"it# $enerall# in"ol"es crossin$ the bo&ndaries o% domains.0H The most creati"e amon$ &s see relationshi!s the rest o% &s ne"er notice. S&ch abilit# is at a !remi&m in a world where s!eciali(ed knowled$e work can *&ickl# become ro&tini(ed work'and there%ore be a&tomated or o&tso&rced awa#. )esi$ner .lement Mok sa#s The ne-t BC #ears will re*&ire !eo!le to think and work across bo&ndaries into new (ones that are totall# di%%erent %rom their areas o% e-!ertise. The# will not onl# ha"e to cross those bo&ndaries b&t the# will also ha"e to identi%# o!!ort&nities and make connections between them.0? What I do is !attern reco$nition. I tr# to reco$ni(e the !attern be%ore an#one else does.0 '.A<.E PO77AR) !rota$onist o% William ;ibson/s no"el Pattern Reco$nition For e-am!le the o%%shorin$ o% com!&ter +obs to India will create new demand %or !eo!le who can mana$e the relationshi! between the coders in the East and the clients in the West. These whole,minded !ro%essionals m&st be literate in two c&lt&res com%ortable in both the hard science o% com!&tin$ and the so%t science o% sales and marketin$ and able to mo"e between di%%erent and sometimes anta$onistic $ro&!s with the ease o% a di!lomat. S&ch m&lti%aceted !eo!le can o%ten sol"e !roblems that %l&mmo- the e-!erts. Man# en$ineerin$ deadlocks ha"e been broken b# !eo!le who are not en$ineers at all 0 sa#s Nicholas Ne$ro!onte o% MIT. This is beca&se !ers!ecti"e is more im!ortant than IX. The abilit# to make bi$ lea!s o% tho&$ht is a common denominator amon$ the ori$inators o% breakthro&$h ideas. 3s&all# this abilit# resides in !eo!le with "er# wide back$ro&nds m&ltidisci!linar# minds and a broad s!ectr&m o% e-!eriences.0F 6o&ndar# crossers re+ect eitherOor choices and seek m&lti!le o!tions and blended sol&tions. The# lead h#!henated li"es %illed with h#!henated +obs and enli"ened b# h#!henated identities. 8E-am!leM Omar Wasow a Nairobi,born A%rican,American,Kewish entre!rene&rV!olic# wonkVtele"ision anal#st.9 The# hel! e-!lain the $rowin$ ranks o% colle$e st&dents with do&ble ma+ors'and the !roli%eration o% academic de!artments that d&b themsel"es interdisci!linar#.0 .siks(entmihal#i has also &nco"ered a related dimension o% the bo&ndar# crosser/s talentM those who !ossess it o%ten el&de traditional $ender role stereot#!in$. In his research he %o&nd that when tests o% masc&linit#O%emininit# are $i"en to #o&n$ !eo!le o"er and o"er one %inds that creati"e and talented $irls are more dominant and to&$h than other $irls and creati"e bo#s are more sensiti"e and less a$$ressi"e than their male !eers.0 This bestows &ni*&e ad"anta$es accordin$ to .siks(entmihal#i. A !s#cholo$icall# andro$#no&s !erson in e%%ect do&bles his or her re!ertoire o% res!onses and can interact with the world in terms o% a m&ch richer and "aried s!ectr&m o% o!!ort&nities.0A In other words as Sam&el Ta#lor .olerid$e said two h&ndred #ears a$o and as bo&ndar# crossers remind &s toda# $reat minds are andro$#no&s.

T4E IN=ENTOR In the BG@Cs 4ershe# Food .or!. ran a series o% $oo%# tele"ision commercials that inad"ertentl# contained a cr&cial lesson in R,)irected Thinkin$. In the ads a !erson walks alon$ dreamil# while m&nchin$ a chocolate bar. Someone else e*&all# obli"io&s strolls abo&t while eatin$ !ean&t b&tter. The two collide. 4e# #o& $ot !ean&t b&tter on m# chocolate 0 the %irst !erson com!lains. And #o& $ot chocolate on m# !ean&t b&tter 0 the other re!lies. Each then sam!les the res&lts. To their s&r!rise the# disco"er the#/"e created a master!iece. Reese/s Pean&t 6&tter .&!s 0 the anno&ncer intones. Two $reat tastes that taste $reat to$ether.0 R,)irected thinkers &nderstand the lo$ic o% this con%ectionar# %ender,bender. The# ha"e an int&iti"e sense o% what I call the Reese/s Pean&t 6&tter .&! Theor# o% Inno"ation0M sometimes the most !ower%&l ideas come %rom sim!l# combinin$ two e-istin$ ideas nobod# else e"er tho&$ht to &nite. Take Kohn Fabel an a"id cross,co&ntr# skier. 4e lo"ed the s!ort b&t his back!ack stra!s alwa#s br&ised his sho&lders. One da# on a tri! to New <ork he !assed b# the 6rookl#n 6rid$e'and saw the sol&tion to his !roblem. In an act o% what co$niti"e scientists ;illes Fo&connier and Mark T&rner call conce!t&al blendin$ 0 Fabel combined the str&ct&re o% a s&s!ension brid$e with the com!onents o% a traditional back!ack'and in"ented a new easier,to,tote and now !o!&lar !ack called the Ecotrek. The ke# to s&ccess is to risk thinkin$ &ncon"entional tho&$hts. .on"ention is the enem# o% !ro$ress. As lon$ as #o&/"e $ot sli$htl# more !erce!tion than the a"era$e wra!!ed loa% #o& co&ld in"ent somethin$.0 'TRE=OR 6A<7IS in"entor The abilit# to %or$e these kinds o% ins!ired in"enti"e relationshi!s is a %&nction o% the ri$ht side o% o&r brains. .o$niti"e ne&roscientists at )re-el and Northwestern &ni"ersities ha"e %o&nd that the %lashes o% insi$ht that !recede AhaR0 moments are accom!anied b# a lar$e b&rst o% ne&ral acti"it# in the brain/s ri$ht hemis!here. 4owe"er when we work o&t !roblems in a more methodical 7,)irected wa# this e&reka center0 remains *&iet.L O&r abilit# to acti"ate this ri$ht hemis!here ca!acit# has become more &r$ent as we transition o&t o% the In%ormation A$e. In b&siness toda# the +o&rne# %rom inno"ation to commodit# is so swi%t that s&ccess%&l indi"id&als and or$ani(ations m&st be relentless. The# m&st %oc&s maniacall# on in"ention'while o&tso&rcin$ or a&tomatin$ m&ch o% the e-ec&tion. This re*&ires those with the abilit# and %ortit&de to e-!eriment with no"el combinations and to make the man# mistakes that ine"itabl# come with an ins!iration,centered a!!roach. Fort&natel# des!ite what some mi$ht belie"e all o% &s harbor this ca!acit# to in"ent. 7isten to Tre"or 6a#lis the 6ritish st&ntman, t&rned,in"entor who in"ented a wind&! radio that can be &sed witho&t batteries or electricit#M In"ention isn/t some im!enetrable branch o% ma$icM an#one can ha"e a $o.0 Most in"entions and breakthro&$hs come %rom reassemblin$ e-istin$ ideas in new wa#s. Those willin$ to ha"e a $o at de"elo!in$ this s#m!honic abilit# will %lo&rish in the .once!t&al A$e. T4E METAP4OR MA>ER S&!!ose #o&/re at the o%%ice one da# and #o&r boss sa#s 7end me #o&r ears.0 As we learned in .ha!ter B beca&se the literal meanin$ o% those %o&r words com!&tes onl# in a $r&esome wa# the le%t hemis!here will $et a bit !anick# and look beseechin$l# across the cor!&s callos&m %or

assistance. The ri$ht hemis!here will then calm its !artner !&t the !hrase in conte-t and e-!lain that lend me #o&r ears0 is a meta!hor. The boss doesn/t reall# want #o& to !&ll a =an ;o$h. 4e +&st wants #o& to listen to what he/s abo&t to sa#. Meta!hor'that is &nderstandin$ one thin$ in terms o% somethin$ else'is another im!ortant element o% S#m!hon#. 6&t like so man# as!ects o% R,)irected Thinkin$ it str&$$les a$ainst an &ndeser"ed re!&tation. The Western tradition5has e-cl&ded meta!hor %rom the domain o% reason 0 writes the !rominent lin$&ist ;eor$e 7ako%%. Meta!hor is o%ten considered ornamentation'the st&%% o% !oets and other %rill# sorts %lower# words desi$ned to !er%&me the ordinar# or &n!leasant. In %act meta!hor is central to reason'beca&se as 7ako%% writes 4&man tho&$ht !rocesses are lar$el# meta!horical.0@ In a com!le- world master# o% meta!hor'a whole,minded abilit# that some co$niti"e scientists ha"e called ima$inati"e rationalit#0'has become e"er more "al&able. Each mornin$ when we rise %rom o&r sl&mber and %lick on the li$hts we know we/ll s!end m&ch o% the da# !addlin$ thro&$h a torrent o% data and in%ormation. .ertain kinds o% so%tware can sort these bits and o%%er $lim!ses into !atterns. 6&t onl# the h&man mind can think meta!horicall# and see relationshi!s that com!&ters co&ld ne"er detect. 7ikewise in a time o% ab&ndance when the lar$est rewards $o to those who can de"ise no"el and com!ellin$ creations meta!hor,makin$ is "ital. For instance ;eor$es de Mestral noticed how b&rrs st&ck to his do$/s %&r and reasonin$ meta!horicall# came &! with the idea %or =elcro.I A com!&ter co&ldn/t ha"e done that. E"er#thin$ #o& create is a re!resentation o% somethin$ elseP in this sense e"er#thin$ #o& create is enriched b# meta!hor 0 writes choreo$ra!her Tw#la Thar!. She enco&ra$es !eo!le to boost their meta!hor *&otient or MX beca&se in the creati"e !rocess MX is as "al&able as IX.0G Meta!hor is the li%eblood o% all art.0 'TW<7A T4ARP Meta!horical thinkin$ is also im!ortant beca&se it hel!s &s &nderstand others. That/s one reason that marketers are s&!!lementin$ their *&antitati"e research with *&alitati"e in"esti$ations into the meta!horical minds o% their c&stomers.BC For instance a method de"elo!ed b# 4ar"ard 6&siness School !ro%essor ;erald Jaltman s&!!lements !olls and %oc&s $ro&!s b# askin$ s&b+ects to brin$ in !ict&res that describe their %eelin$s toward !artic&lar $oods and ser"ices'and then to %ashion those !ict&res into a colla$e. Thro&$h this techni*&e Jaltman elicits the meta!hors c&stomers &se to think o% !rod&cts'co%%ee as an en$ine 0 a sec&rit# $i(mo as a com!anionable watchdo$ 0 and so on. 6&t the bene%its $o well be#ond the commercial realm. Toda# thanks to astonishin$ im!ro"ements in telecomm&nications wider access to tra"el and increasin$ li%e s!ans we come into contact with a lar$er and more di"erse set o% !eo!le than an# h&mans in histor#. Meta!horical ima$ination is essential in %or$in$ em!athic connections and comm&nicatin$ e-!eriences that others do not share. Finall#'and !erha!s most im!ortant'is meta!hor/s role in slakin$ the thirst %or meanin$. The material com%orts bro&$ht %orth b# ab&ndance &ltimatel# matter m&ch less than the meta!hors #o& li"e b#'whether sa# #o& think o% #o&r li%e as a +o&rne#0 or as a treadmill.0 A lar$e !art o% sel%,&nderstandin$ 0 sa#s 7ako%% is the search %or a!!ro!riate !ersonal meta!hors that make sense o% o&r li"es.0BB The more we &nderstand meta!hor the more we &nderstand o&rsel"es.

Seein$ the 6i$ Pict&re


In an# s#m!hon# the com!oser and the cond&ctor ha"e a "ariet# o% res!onsibilities. The# m&st make s&re that the brass horns work in s#nch with the woodwinds that the !erc&ssion

instr&ments don/t drown o&t the "iolas. 6&t !er%ectin$ those relationshi!s'im!ortant tho&$h it is'is not the &ltimate $oal o% their e%%orts. What cond&ctors and com!osers desire'what se!arates the lon$ remembered %rom the *&ickl# %or$otten'is the abilit# to marshal these relationshi!s into a whole whose ma$ni%icence e-ceeds the s&m o% its !arts. So it is with the hi$h,conce!t a!tit&de o% S#m!hon#. The bo&ndar# crosser the in"entor and the meta!hor maker all &nderstand the im!ortance o% relationshi!s. 6&t the .once!t&al A$e also demands the abilit# to $ras! the relationshi!s between relationshi!s. This meta,abilit# $oes b# man# names's#stems thinkin$ $estalt thinkin$ holistic thinkin$. I !re%er to think o% it sim!l# as seein$ the bi$ !ict&re. Seein$ the bi$ !ict&re is %ast becomin$ a killer a!! in b&siness. While knowled$e workers o% the !ast t#!icall# !er%ormed !iecemeal assi$nments and s!ent their da#s tendin$ their own !atch o% a lar$er $arden s&ch work is now mo"in$ o"erseas or bein$ red&ced to instr&ctions in !ower%&l so%tware. As a res&lt what has become more "al&able is what %ast com!&ters and low,!aid o"erseas s!ecialists cannot do nearl# as wellM inte$ratin$ and ima$inin$ how the !ieces %it to$ether. This has become increasin$l# e"ident amon$ entre!rene&rs and other s&ccess%&l b&siness!eo!le. For instance one remarkable recent st&d# %o&nd that sel%,made millionaires are %o&r times more likel# than the rest o% the !o!&lation to be d#sle-ic.BH Wh#T )#sle-ics str&$$le with 7, )irected Thinkin$ and the linear se*&ential al!habetic reasonin$ at its core. 6&t as with a blind !erson who de"elo!s a more ac&te sense o% hearin$ a d#sle-ic/s di%%ic&lties in one area lead him to ac*&ire o&tsi(ed abilit# in others. As Sall# Sha#wit( a <ale ne&roscientist and s!ecialist in d#sle-ia writes )#sle-ics think di%%erentl#. The# are int&iti"e and e-cel at !roblem,sol"in$ seein$ the bi$ !ict&re and sim!li%#in$5. The# are !oor rote reciters b&t ins!ired "isionaries.0B? ;ame,chan$ers s&ch as .harles Schwab who in"ented the disco&nt brokera$e and Richard 6ranson who has shaken &! the retail m&sic and airline ind&stries both cite their d#sle-ia as a secret to their s&ccess. It %orced them to see the bi$ !ict&re. 6eca&se o% their di%%ic&lt# anal#(in$ the !artic&lars the# became ade!t at reco$ni(in$ the !atterns. Michael ;erber who has st&died entre!rene&rs o% all sorts has reached similar concl&sionsM All $reat entre!rene&rs are S#stems Thinkers. All who wish to become $reat entre!rene&rs need to learn how to become a S#stems Thinker5to de"elo! their innate !assion %or seein$ thin$s whole.0BF The $&# who in"ented the wheel was an idiot. The $&# who in"ented the other three he was a $eni&s.0 'SI) .AESAR 6oth academic st&dies and %irsthand obser"ations are showin$ that !attern reco$nition'&nderstandin$ the relationshi!s between relationshi!s'is e*&all# im!ortant %or those who aren/t intent on b&ildin$ their own em!ire. )aniel ;oleman writes abo&t a st&d# o% e-ec&ti"es at %i%teen lar$e com!aniesM K&st one co$niti"e abilit# distin$&ished star !er%ormers %rom a"era$eM !attern reco$nition the :bi$ !ict&re/ thinkin$ that allows leaders to !ick o&t the meanin$%&l trends %rom a welter o% in%ormation aro&nd them and to think strate$icall# %ar into the %&t&re.0BA These star !er%ormers he %o&nd relied less on ded&cti"e i%,then reasonin$0 and more on the int&iti"e conte-t&al reasonin$ characteristic o% S#m!hon#. The shi%tin$ terrain is alread# !rom!tin$ some archet#!al 7,)irected workers to recast who the# are and what the# do. One e-am!leM Ste%ani X&ane o% Seattle who calls hersel% a holistic attorne# 0 dedicated to takin$ care o% #o&r will tr&st and %amil# matters b# "iewin$ them in conte-t rather than isolation and e-aminin$ how #o&r le$al concerns relate to the entiret# o% #o&r li%e. More and more em!lo#ers are lookin$ %or !eo!le who !ossess this a!tit&de. Sidne# 4arman is one o% them. The ei$ht#somethin$ m&ltimillionaire .EO o% a stereo com!onents com!an# sa#s he doesn/t %ind it all that "al&able to hire M6As. Instead

I sa# ;et me some !oets as mana$ers.0 Poets are o&r ori$inal s#stems thinkers. The# contem!late the world in which we li"e and %eel obli$ed to inter!ret and $i"e e-!ression to it in a wa# that makes the reader &nderstand how that world t&rns. Poets those &nheralded s#stems thinkers are o&r tr&e di$ital thinkers. It is %rom their midst that I belie"e we will draw tomorrow/s new b&siness leaders.BL 6&siness and work o% co&rse are %ar %rom the onl# !laces where seein$ the bi$ !ict&re is hel!%&l. This as!ect o% S#m!hon# has also become cr&cial %or health and well,bein$. Take the $rowin$ a!!eal o% inte$rati"e medicine which combines con"entional medicine with alternati"e and com!lementar# thera!ies and its co&sin holistic medicine which aims to treat the whole !erson rather than the !artic&lar disease. These mo"ements'$ro&nded in science b&t not de!endent solel# on science/s o%ten 7,)irected a!!roach'ha"e achie"ed mainstream reco$nition incl&din$ their own branch o% the National Instit&tes o% 4ealth. The# mo"e be#ond the red&ctionist mechanistic a!!roach o% con"entional medicine toward one that in the words o% one !h#sicians/ !ro%essional association inte$rates all as!ects o% well,bein$ incl&din$ !h#sical en"ironmental mental emotional s!irit&al and social healthP thereb# contrib&tin$ to the healin$ o% o&rsel"es and o&r !lanet.0B@ The ca!acit# to see the bi$ !ict&re is !erha!s most im!ortant as an antidote to the "ariet# o% !s#chic woes bro&$ht %orth b# the remarkable !ros!erit# and !lentit&de o% o&r times. Man# o% &s are cr&nched %or time del&$ed b# in%ormation and !aral#(ed b# the wei$ht o% too man# choices. The best !rescri!tion %or these modern maladies ma# be to a!!roach one/s own li%e in a conte-t&al bi$,!ict&re %ashion'to distin$&ish between what reall# matters and what merel# anno#s. As I/ll disc&ss in the %inal cha!ter this abilit# to !ercei"e one/s own li%e in a wa# that encom!asses the %&ll s!ectr&m o% h&man !ossibilit# is essential to the search %or meanin$. ON T4E FINA7 )A< o% drawin$ class we a!!roach the week/s crescendo. A%ter l&nch we each ta!e o&r small mirrors to the wall. We !osition o&r chairs abo&t ei$ht inches awa# and be$in to draw o&r sel%,!ortraits once a$ain. 6omeisler warns &s o% the !erils l&rkin$ in the lookin$ $lass. We/"e &sed the mirror to !re!are o&rsel"es to %ace the world. .lear #o&r mind o% an# tho&$hts #o&/"e had abo&t that and concentrate on the sha!es the li$hts and the relationshi!s 0 he sa#s. <o& want to see what #o&r %ace looks like on this !artic&lar da# in this !artic&lar !lace.0 At l&nch I swa! m# $lasses %or contact lenses so I won/t ha"e to draw the shadows cast b# m# s!ectacles. ;i"en m# !er%ormance on the %irst sel%,!ortrait I/ll take an# ed$e I can $et. I be$in with m# e#es'reall# lookin$ at them seein$ what sha!e the# are where the color ends and the whites o% m# e#eballs be$in reali(in$ that the width between m# two e#es is e-actl# the same as the width o% each indi"id&al e#e. M# nose tho&$h $i"es me %its'in !art beca&se I kee! thinkin$ o% a nose instead o% +&st seein$ what/s !lain on m# %ace. I ski! that !art'and %or the lon$est time m# sel%,!ortrait has a bi$ em!t# s!ot in the center a =en&s de Milo o% !roboscises. When I $et to the mo&th I draw and redraw it nine times &ntil I $et it ri$ht beca&se the earl# renditions kee! lookin$ like that Ma$ikist si$n. 6&t the sha!e o% the head comes easil# beca&se I +&st erase the ne$ati"e s!ace aro&nd it. To m# ama(ement what emer$es on the sketch!ad be$ins to look a little like me on that !artic&lar da# in that !artic&lar !lace. 6omeisler checks in on m# !ro$ress to&ches m# sho&lder and whis!ers Fantastic.0 I almost belie"e he means it. And as I !encil in the %inishin$ to&ches I e-!erience a tin# hint o% the kind o% %eelin$ a terri%ied mother m&st ha"e a%ter she/s li%ted a 6&ick o%% her child and wonders where her stren$th came %rom. When I/m done a%ter seein$ the relationshi!s and inte$ratin$ those relationshi!s into the bi$

!ict&re this is me.

PORTFO7IO

S#m!hon#

7isten to the ;reat S#m!honies.


7istenin$ to s#m!honies not s&r!risin$l# is an e-cellent wa# to de"elo! #o&r !owers o% S#m!hon#. 4ere are %i"e classics the e-!erts recommend. 8O% co&rse !artic&lar recordin$s'with di%%erent cond&ctors and orchestras'will "ar# in st#le inter!retation and so&nd.9 6eetho"en/s Gth S#m!hon#'One o% the most %amo&s s#m!honies o% all time 6eetho"en/s Ode to Ko#0 is alwa#s a treat. I/"e %o&nd that on each listenin$ somethin$ new s&r%aces'in !art beca&se the conte-t in which I/"e listened alters and sha!es the meanin$. Mo(art/s S#m!hon# No. ?A 4a%%ner S#m!hon#0'Notice how Mo(art brin$s in the woodwinds at the end to create a whole that dramaticall# s&r!asses he s&m o% the !arts. Mahler/s Fth S#m!hon# in ; Ma+or'I do&bt that ins!iration was Mahler/s aim b&t his Fth S#m!hon# alwa#s so&nds ins!irin$ to me. Tchaiko"sk#/s BIBH O"ert&re'<o&/"e heard this one man# times be%ore. 6&t ne-t time $et a recordin$ that &ses act&al ch&rch bells and cannons'and listen care%&ll# to how the com!onents %it to$ether. 4a#dn/s S#m!hon# No. GF in ; Ma+or S&r!rise0'To master the a!tit&de o% S#m!hon# #o& m&st be o!en to s&r!rise. When #o& listen to this mar"el at how 4a#dn &ses s&r!rise to broaden and dee!en the m&sic.

4it the Newsstand.


One o% m# %a"orite e-ercises in conce!t&al blendin$ is the newsstand ro&nd&!.0 I% #o&/re st#mied on how to sol"e a !roblem or +&st want to %reshen #o&r own thinkin$ "isit the lar$est newsstand #o& can %ind. S!end twent# min&tes browsin$'and select ten !&blications that #o&/"e ne"er read and wo&ld likel# ne"er b&#. That/s the ke#M b&# ma$a(ines #o& ne"er noticed be%ore. Then take some time to look thro&$h them. <o& don/t ha"e to read e"er# !a$e o% e"er# ma$a(ine. 6&t $et a sense o% what the ma$a(ine is abo&t and what its readers ha"e on their minds. Then look %or connections to #o&r own work or li%e. For instance when I did this e-ercise I %i$&red o&t a better wa# to cra%t m# b&siness cards thanks to somethin$ I saw in .ake )ecoratin$'and came &! with a new idea %or a newsletter beca&se o% an article in 4air

%or <o&. Warnin$M #o&r s!o&se mi$ht $i"e #o& &ncom%ortable looks when #o& come home totin$ Trailer 7i%e Teen .osmo and )i"orce Ma$a(ine.

)raw.
A $reat wa# to e-!and #o&r ca!acit# %or S#m!hon# is to learn how to draw. As I disco"ered m#sel% drawin$ is abo&t seein$ relationshi!s'and then inte$ratin$ those relationshi!s into a whole. I/m !artial to the 6ett# Edwards a!!roach beca&se it !ro"ed so "al&able to me. Abo&t a do(en times a #ear 6rian 6omeisler 8and other Edwards disci!les9 teach co&rses like the one I took. I% #o& can s!are the time the %i"e,da# worksho! is well worth the in"estment. I% #o& can/t Edwards and 6omeisler ha"e a )rawin$ on the Ri$ht Side o% the 6rain "ideo. And Edwards/s classic book )rawin$ on the Ri$ht Side o% the 6rain is a"ailable at most booksellers. 8More in%oM www.drawri$ht.com9 For those o% #o& with more c&riosit# than !atience consider !la#in$ aro&nd with a %i"e,line sel%,!ortrait'that is drawin$ #o&r sel%,!ortrait &sin$ onl# %i"e lines. It/s a $reat bi$,!ict&re e-ercise and !lent# o% %&n.

4ere/s one o% mineM

>ee! a Meta!hor 7o$.


Im!ro"e #o&r MX 8meta!hor *&otient9 b# writin$ down com!ellin$ and s&r!risin$ meta!hors #o& enco&nter. Tr# it %or a week and #o&/ll &nderstand the !ower o% this e-ercise. >ee! a small notebook with #o& and scribble when #o& read a news!a!er col&mnist write that !ollsters ha"e coloni(ed0 the minds o% o&r leaders'or when #o&r %riend sa#s I don/t %eel rooted.0 <o&/ll be ama(ed. When I last ke!t a lo$ I came &!on s&ch an arra# o% meta!hors that the world seemed richer and more "i"id. It will also ins!ire #o& to create #o&r own meta!hors in writin$ tho&$ht or other !arts o% #o&r li%e.

Follow the 7inks.


Pla# #o&r own "ersion o% si- de$rees o% se!aration co&rtes# o% the Internet. .hoose a word or a to!ic #o& %ind interestin$ t#!e it into a search en$ine and then %ollow one o% the links. From the initial site #o& "isit select one o% its links and "ent&re on. Re!eat this !rocess se"en or ei$ht times alwa#s clickin$ a new link %rom the site #o&/re c&rrentl# "iewin$. At the end o% #o&r +o&rne# re%lect on what #o& learned abo&t #o&r ori$inal to!ic and the di"ersions #o& enco&ntered alon$ the wa#. What did #o& enco&nter beca&se o% #o&r cas&al deto&rs that #o& mi$ht otherwise not ha"e %o&ndT What !atterns or themes 8i% an#9 emer$edT What &n&s&al connections between seemin$l# &nrelated thinkin$ did #o& accidentall# disco"erT Followin$ the

links is a commitment to learnin$ b# serendi!it#. A "ariationM ;o with !&re chance b# &sin$ a random web site $enerator like 3 Ro&lette 8www.&ro&lette.com9 or Random Web Search 8www.randomwebsearch.com9. 6e$innin$ with a site #o& ne"er wo&ld ha"e "isited can take #o& to !laces #o& ne"er e-!ected'and enhance #o&r a!!reciation %or the s#m!honic relationshi!s between ideas.

7ook %or Sol&tions in Search o% Problems


Problems need sol&tions. That/s elementar#. 6&t sometimes smart sol&tions need a %ew more !roblems. In their li"el# and en$a$in$ book Wh# NotTM 4ow to 3se E"er#da# In$en&it# to Sol"e Problems 6i$ and Small <ale !ro%essors 6arr# Naleb&%% and Ian A#res s&$$est we e-amine e-istin$ sol&tions and ask two *&estionsM B. Where else wo&ld it workT Sometimes we can e-!ort %i-es %rom one realm to another. For instance the a&thors ask i% the mo"ie ind&str# can create a P; "ersion o% its %ilms to show on air!lanes wh# not o%%er the same rec&t and saniti(ed "ersion on )=) %or !arents concerned abo&t what their kids are watchin$T I% 3.S. ta-!a#ers can make ded&ctible IRA contrib&tions !ast the ta- #ear and &ntil A!ril BA wh# not !ermit the same %or charitable ded&ctions and allow !eo!le to make more in%ormed choices abo&t their $enerosit#T0 H. Wo&ld %li!!in$ it workT .han$in$ the de%a&lt o!tion is a sim!le ste! that can achie"e e-cellent res&lts. .onsider or$an donation. In the 3.S. Naleb&%% and A#res write !otential donors m&st a%%irmati"el# indicate their desire to donate their or$ans. Altho&$h !olls show most Americans are willin$ to do so inertia and circ&mstance o%ten stand in the wa#. 6&t i% or$an donation were o!t,o&t instead o% o!t,in'that is when !eo!le a!!lied %or their dri"er/s licenses the# were a&tomaticall# si$ned &! &nless the# e-!licitl# said the# didn/t want to become an or$an donor as is the !ractice in se"eral other co&ntries'the 3.S. co&ld chi! awa# at len$th# trans!lant waitin$ lists and sa"e tho&sands o% li"es. Askin$ Wh#T0 can lead to &nderstandin$. Askin$ Wh# notT0 can lead to breakthro&$hs. 8More in%ormationM www.wh#not.net9

.reate an Ins!iration 6oard.


When #o&/re workin$ on a !ro+ect em!t# #o&r b&lletin board and t&rn it into an ins!iration board. Each time #o& see somethin$ that #o& %ind com!ellin$'a !hoto a !iece o% %abric the !a$e o% a ma$a(ine'tack it to the board. 6e%ore lon$ #o&/ll start seein$ connections between the ima$es that will enli"en and e-!and #o&r work. Fashion desi$ners ha"e lon$ &sed these boards %ormin$ wild colla$es that ser"e as mind e-!anders and conce!t&al $&ides. <o& can do the same.

Read These 6ooks.


4ere are si- books to hel! #o& hone #o&r !owers o% S#m!hon#M 6eetho"en/s An"ilM M&sic in Mind and .&lt&re b# William 6en(on'An e-cellent e-!loration o%

how the mind !rocesses m&sic in !artic&lar how m&sic draws on all !arts o% the brain in a whole,minded s#m!honic %ashion. Powers o% Ten b# .harles and Ra# Eames'.reated b# the well,known h&sband,wi%e team this %li! book contains se"ent#,si- !a$es each with one ima$e each o% which is seen ten times closer than its !redecessor. Start at the be$innin$ o% the book with an ima$e o% the earth "iewed %rom ten million li$ht,#ears awa#. Then %li! thro&$h the !a$es with #o&r th&mb and (ero in on a man at a !icnic on .hica$o/s lake%ront'and descend into the man/s skin one o% the skin/s cells the cell/s )NA all the wa# to a sin$le !roton. )ialo$&eM The Art o% Thinkin$ To$ether b# William Isaacs'.ollaboratin$ with collea$&es to cross bo&ndaries identi%# !atterns and connect ideas ma# re*&ire new wa#s o% talkin$ with each other. This book e-!lores !rinci!les and !ractices that can hel! indi"id&als mo"e be#ond sim!l# re!ortin$ their own tho&$hts to tr&l# thinkin$ to$ether and b&ildin$ collecti"e wisdom. Meta!hors We 7i"e 6# b# ;eor$e 7ako%% and Mark Kohnson'This short accessible work is the best book a"ailable abo&t meta!hor as a tho&$ht !rocess. No Waste 8A !ro+ect b# 7aboratorio )e .reacion Maldeo+o9'A T= aerial made o&t o% discarded metal ca%eteria tra#s. To# cars %ashioned %rom s!ent !lastic sham!oo ink and $l&e containers. Those are +&st two o% the ima$es in this remarkable collection o% !hoto$ra!hs o% in$enio&sl# re!&r!osed items %rom the streets o% .&ba. A st&nnin$ dis!la# o% combinatorial thinkin$. 4ow to SeeM A ;&ide to Readin$ O&r Man,made En"ironment b# ;eor$e Nelson'First !&blished in the mid,se"enties and reiss&ed in HCC? this book is an ama(in$ t&torial in lookin$ criticall# at the world aro&nd &s makin$ connections between what we see and concei"in$ o% h&man creations in a broader conte-t.

)o Some Real 6rainstormin$.


<o&/"e been in this meetin$. The boss asks e"er#one to brainstorm0'and a%ter %i%teen %r&stratin$ min&tes the e%%ort !rod&ces %ew ins!ired ideas and man# dis!irited em!lo#ees. Wh# does this ha!!enT 6eca&se #o& weren/t %ollowin$ the r&les. E%%ecti"e brainstormin$ sessions aren/t random and ha!ha(ard. The# %ollow a !artic&lar str&ct&re that/s !ro"en to elicit $ood ideas. To brainstorm !ro!erl# abide b# these r&les 8which are drawn %rom Tom >elle#/s e-cellent book The Ten Faces o% Inno"ation9M As !eo!le sho&t o&t their ideas or e-!and others/ tho&$hts ca!t&re e"er#thin$ in writin$. 8It

hel!s to ha"e one !erson ser"e as scribe and another as %acilitator.9 At the end o% a hal%,ho&r #o&/ll ha"e a lon$ list o% ideas. Take a break. Then be$in e"al&atin$ what/s on the list. Most o% the ideas won/t be "er# $ood. Some will be downri$ht ridic&lo&s. 6&t it/s almost certain that #o&/ll come &! with a hand%&l o% ideas #o&/d ne"er ha"e arri"ed at otherwise. I% #o& want to brainstorm %rom #o&r own !ri"ate Idaho o% a com!&ter check o&t the Web site 4al%baker# to which !eo!le aro&nd the world ha"e contrib&ted all manner o% ideas %or !rod&cts ser"ices and b&sinesses. Some o% the ideas are raw. 6&t others are s&r!risin$l# well done. 8More in%oM www.hal%baker#.com9

.elebrate <o&r Amate&rness.


I am best at what I can/t do. It has become m# abilit# to %eel stron$ and con%ident in these sit&ations. I %eel %ree to mo"e to listen to m# heart to learn to act e"en i% that means I will make mistakes. I% #o& want a creati"e li%e do what #o& can/t and e-!erience the bea&t# o% the mistakes #o& make. The abo"e %rom Marcel Wanders desi$ner and sel%,described !ro%essional amate&r.0 8More in%oM www.marcelwanders.com9

7ook %or Ne$ati"e S!aces.


Ne$ati"e s!ace is the !art o% the bi$ !ict&re we o%ten o"erlook. So train #o&r e#es to see it. When #o& take a walk or browse a store or !a$e thro&$h a ma$a(ine !eer !ast what/s !rominent and e-amine what/s between be#ond and aro&nd it. 6ein$ aware o% ne$ati"e s!ace will chan$e how #o& look at #o&r s&rro&ndin$s'and it will make the !ositi"e s!ace sna! into %oc&s. It/s also a wa# to be s&r!rised. For instance on a !acka$e o% 4ershe#/s >isses o% all thin$s I %o&nd an &ne-!ected and whimsical ne$ati"e s!ace. )o #o& see itT

Se"en

EMPAT4<

<esterda# was ro&$h. I worked nonsto! %rom the time I awoke strainin$ to meet a co&!le o%
deadlines tr#in$ to s*&irm o&t o% an &ne-!ected new assi$nment and contendin$ with a se"en,#ear,old with a r&nn# nose a %i"e,#ear,old with a loose tooth and an ei$hteen,month, old who was teachin$ himsel% ca&se,and,e%%ect b# !&shin$ ceramics o%% a co&nter. In the a%ternoon I ran %i"e miles. A%ter a r&shed dinner I ret&rned to m# o%%ice and worked a %ew more ho&rs &ntil I was too tired to concentrate. At abo&t BCMCC'bone tired'I went to bed. E-ce!t I co&ldn/t slee!. I read a little then tried a$ain. No $o. So aro&nd B A.M. I went downstairs !o&red m#sel% a $lass o% wine and read the !re"io&s da#/s news!a!er. Then another $lass o% wine. Then another news!a!er. At HMBA I went back &!stairs and tried a$ain. Finall# I did %all aslee! sometime a%ter ?MCL the last n&mbers I remember seein$ on the clock radio beside m# bed. Abo&t three ho&rs later the ei$hteen,month,old stood &! in his crib and be$an bellowin$ his traditional mornin$ milk chant. 6# @ A.M. the ho&se had er&!ted into %&ll mornin$ mania. And b# I A.M. I was back in m# o%%ice where I now sit %acin$ another da# o% deadlines. I/m tired reall# tired. In %act I +&st #awned. And as I think abo&t the da# be%ore me I/m #awnin$ a$ain. )es!ite the three c&!s o% co%%ee I/"e +&st $&((led I co&ld %all aslee! in abo&t thirt# seconds. 6&t slee! will ha"e to wait. Too m&ch to do. So I soldier on'and I #awn. Sto! %or a moment. In the !ast min&te ha"e #o& #awnedT When #o& read m# acco&nt o% slee!iness and then !ict&red me #awnin$ did #o& %eel an inklin$ o% a #awn cree! toward #o&r +awT I% so #o& !robabl# ha"e a nat&ral inclination %or the ne-t essential a!tit&de'Em!ath#. 8I% not in order to tri$$er this innate ca!acit# #o& ma# need a stor# more emotionall# com!ellin$ than m# boo,hoo tale o% o"erworkin$ and &nderslee!in$.9 Em!ath# is the abilit# to ima$ine #o&rsel% in someone else/s !osition and to int&it what that !erson is %eelin$. It is the abilit# to stand in others/ shoes to see with their e#es and to %eel with their hearts. It is somethin$ we do !rett# m&ch s!ontaneo&sl# an act o% instinct rather than the !rod&ct o% deliberation. 6&t Em!ath# isn/t s#m!ath#'that is %eelin$ bad %or someone else. It is %eelin$ with someone else sensin$ what it wo&ld be like to be that !erson. Em!ath# is a st&nnin$ act o% ima$inati"e derrin$,do the &ltimate "irt&al realit#'climbin$ into another/s mind to e-!erience the world %rom that !erson/s !ers!ecti"e. And beca&se it re*&ires att&nin$ onesel% to another Em!ath# o%ten in"ol"es an element o% mimicr# which is wh# some o% #o& #awned a moment a$o. .onta$io&s #awnin$ sa#s )re-el 3ni"ersit# co$niti"e ne&roscientist Ste"en Platek is likel# a !rimiti"e em!athic mechanism.0B 4is research has %o&nd that conta$io&s #awners score hi$h on "ario&s tests that meas&re le"els o% Em!ath#. S&ch !eo!le'some o% #o& no do&bt'are so in t&ne with what others are $oin$ thro&$h that the# can/t hel! b&t mimic that beha"ior. Em!ath# is mi$ht# im!ortant. It hel!ed o&r s!ecies climb o&t o% the e"ol&tionar# m&ck. And now that we/re &!ri$ht and bi!edal'the bi$ animals on cam!&s'it still hel!s &s $et thro&$h the da#. Em!ath# allows &s to see the other side o% an ar$&ment com%ort someone in distress and bite o&r li! instead o% m&tterin$ somethin$ snide. Em!ath# b&ilds sel%,awareness bonds !arent to child allows &s to work to$ether and !ro"ides the sca%%oldin$ %or o&r moralit#. 6&t Em!ath#'like man# o% the other hi$h,conce!t hi$h,to&ch a!tit&des'wasn/t alwa#s $i"en its !ro!er d&e in the In%ormation A$e. It was o%ten considered a so%thearted nicet# in a world that demanded hardheaded detachment. To &ndermine an ar$&ment or dismiss an idea #o& +&st had to call it to&ch#,%eel#.0 Or look at the dr&bbin$ %ormer 3.S. !resident 6ill .linton took

when he &ttered these %o&r wordsM I %eel #o&r !ain.0 Some critics tho&$ht .linton was dissemblin$ when he said that. 6&t the ro&$hest criticism came %rom those who considered the comment la&$habl# &n!residential and e"en a tad &nmanl#. Americans !a# !residents to think not to %eel'to strate$i(e not to em!athi(e. Or so it has lon$ been. The era o% shar!,minded knowled$e workers and briskl# e%%icient hi$h,tech com!anies !ri(ed emotional distance and cool reason'the abilit# to ste! back assess the sit&ation and make a decision &nim!eded b# emotion. 6&t as with so man# other attrib&tes o% 7,)irected Thinkin$ we are be$innin$ to see the limits o% s&ch a sin$le,minded a!!roach. )aniel ;oleman/s book Emotional Intelli$ence !&blished abo&t the same time that .linton &ttered his em!athic words si$naled the be$innin$ o% this shi%t. ;oleman ar$&ed that emotional abilities are e"en more im!ortant than con"entional intellect&al abilities'and the world took to his messa$e. 7eadershi! is abo&t em!ath#. It is abo&t ha"in$ the abilit# to relate and to connect with !eo!le %or the !&r!ose o% ins!irin$ and em!owerin$ their li"es.0 'OPRA4 WINFRE< 6&t ten #ears later the .once!t&al A$e is increasin$ the stakes. When ;oleman wrote his book the Internet was in its in%anc# and those hi$hl# skilled Indian !ro$rammers o% .ha!ter H were in elementar# school. Toda# chea! and wides!read online access combined with all those o"erseas knowled$e workers are makin$ the attrib&tes meas&rable b# IX m&ch easier to re!lace'which as we ha"e seen in earlier cha!ters has meant that a!tit&des more di%%ic&lt to re!licate are becomin$ more "al&able. And the one a!tit&de that/s !ro"en im!ossible %or com!&ters to re!rod&ce and "er# di%%ic&lt %or %arawa# workers connected b# electrons to match is Em!ath#.

Facin$ the F&t&re


In BI@H thirteen #ears a%ter he !&blished On the Ori$in o% S!ecies .harles )arwin !&blished another book that scandali(ed =ictorian societ#. The book was called The E-!ression o% the Emotions in Man and Animals'and it made some contro"ersial claims. Most notabl# )arwin said that all mammals ha"e emotions and that one wa# the# con"e# these emotions is thro&$h their %acial e-!ressions. A do$ with a l&$&brio&s look on its %ace !robabl# is sad +&st as a !erson who/s %rownin$ !robabl# is &nha!!#. )arwin/s book ca&sed a stir when it came o&t. 6&t %or the ne-t cent&r# it lan$&ished in obsc&rit#. The ass&m!tion in the world o% !s#cholo$# and science was that o&r %aces did e-!ress emotion'b&t that those e-!ressions were !rod&cts o% c&lt&re rather than nat&re. 6&t in BGLA Pa&l Ekman'then a #o&n$ !s#cholo$ist and now a le$endar# one'came alon$. Ekman an American tra"eled to Ka!an Ar$entina 6ra(il and .hile. 4e showed !eo!le there !hotos o% %aces %i-ed in "ario&s e-!ressions and he %o&nd that Asians and So&th Americans inter!reted the e-!ressions the same wa# Americans did. 4e was intri$&ed. Perha!s these common inter!retations were d&e to tele"ision or Western in%l&ence he tho&$ht. So Ekman +o&rne#ed to the hi$hlands o% New ;&inea and showed the same set o% %acial e-!ression !hotos to tribes!eo!le who/d ne"er seen tele"ision or e"en a Westerner be%ore. The# read the %aces the same wa# all o% Ekman/s !re"io&s s&b+ects did. And that led him to a $ro&ndbreakin$ concl&sionM )arwin was ri$ht a%ter all. Facial e-!ressions were &ni"ersal. Raisin$ e#ebrows indicated s&r!rise in midtown Manhattan +&st as it did in s&b&rban 6&enos Aires +&st as it did in the hi$hlands o% New ;&inea. Ekman has de"oted m&ch o% his career to st&d#in$ %acial e-!ressions. 4e created the set o% !hoto$ra!hs that I looked at back in .ha!ter B when I was $ettin$ m# brain scanned. 4is work is enormo&sl# im!ortant %or o&r !&r!oses. Em!ath# is lar$el# abo&t emotion'%eelin$ what

another is %eelin$. 6&t emotions $enerall# don/t re"eal themsel"es in 7,)irected wa#s. Peo!le/s emotions are rarel# !&t into wordsP %ar more o%ten the# are e-!ressed thro&$h other c&es 0 writes ;oleman. K&st as the mode o% the rational mind is words the mode o% the emotions is non"erbal.0H And the main can"as %or dis!la#in$ those emotions is the %ace. With %ort#,three tin# m&scles that t&$ and stretch and li%t o&r mo&th e#es cheeks e#ebrows and %orehead o&r %aces can con"e# the %&ll ran$e o% h&man %eelin$. Since Em!ath# de!ends on emotion and since emotion is con"e#ed non"erball# to enter another/s heart #o& m&st be$in the +o&rne# b# lookin$ into his %ace. As we learned in .ha!ter B readin$ %acial e-!ressions is a s!ecialt# o% o&r brain/s ri$ht hemis!here. When I looked at e-treme e-!ressions &nlike when I looked at scar# scenes the %MRI showed that the ri$ht side o% m# brain res!onded more rob&stl# than m# le%t. We both e-!ress o&r own emotions and read the emotions o% others !rimaril# thro&$h the ri$ht hemis!here 0 sa#s ;eor$e Washin$ton 3ni"ersit# ne&rolo$ist Richard Restak. That/s wh# accordin$ to research at the 3ni"ersit# o% S&sse- the "ast ma+orit# o% women're$ardless o% whether the# are ri$ht,handed or le%t,handed'cradle babies on their le%t side. Since babies can/t talk the onl# wa# we can &nderstand their needs is b# readin$ their e-!ressions and int&itin$ their emotions. So we de!end on o&r ri$ht hemis!here which we enlist b# t&rnin$ to the le%t. 8Recall %rom .ha!ter B that o&r brains are contralateral.9? Peo!le with dama$e to their ri$ht hemis!here ha"e $reat di%%ic&lt# reco$ni(in$ the emotions on others/ %aces. 8The same is o%ten tr&e %or those with a&tism which in some cases entails a mal%&nction o% the ri$ht hemis!here.9 6# contrast !eo!le with dama$e to the le%t side o% the brain'the side that in most !eo!le !rocesses lan$&a$e'are act&all# better at readin$ e-!ressions than the rest o% &s. For instance both Ekman and Nanc# Etco%% a !s#cholo$ist at Massach&setts ;eneral 4os!ital in 6oston ha"e shown that most o% &s are astonishin$l# bad at detectin$ when someone is l#in$. When we tr# to determine %rom another/s %acial e-!ressions or tone o% "oice i% that !erson is %ibbin$ we don/t do m&ch better than i% we had o%%ered random $&esses. 6&t a!hasics'!eo!le with dama$e to their brain/s le%t hemis!here that com!romises their abilit# to s!eak and &nderstand lan$&a$e'are e-ce!tionall# $ood lie detectors. 6# readin$ %acial c&es Etco%% %o&nd the# can s!ot liars more than @C !ercent o% the time.F The reasonM since the# can/t recei"e one channel o% comm&nication the#/re better at inter!retin$ the other more e-!ressi"e channel. The .once!t&al A$e !&ts a !remi&m on this more el&si"e b&t more e-!ressi"e channel. Endowin$ com!&ters with emotional intelli$ence has been a dream %or decades b&t e"en the best scientists in the %ield o% a%%ecti"e com!&tin$0 ha"en/t made m&ch !ro$ress. .om!&ters still do a shabb# +ob o% e"en distin$&ishin$ one %ace %rom another'let alone detectin$ the s&btle e-!ressions etched onto them. .om!&ters ha"e tremendo&s mathematical abilities 0 sa#s Rosalind Picard o% MIT b&t when it comes to interactin$ with !eo!le the# are a&tistic.0A =oice reco$nition so%tware can now deci!her o&r words'whether we tell o&r la!to! to Sa"e0 or )elete0 or whether we re*&est Aisle0 or Window0 to an a&tomated airline attendant. 6&t the most so!histicated so%tware on the !lanet r&nnin$ on the world/s most !ower%&l com!&ters can/t di"ine o&r emotions. Some newer a!!lications are $ettin$ better at s!ottin$ the e-istence o% emotion. For instance some kinds o% "oice reco$nition so%tware &sed in call centers can detect bi$ chan$es in !itch timin$ and "ol&me all o% which si$nal hei$htened emotion. 6&t what ha!!ens when the so%tware reco$ni(es these si$nalsT It trans%ers the call to an act&al h&man bein$. Peo!le who lean on lo$ic and !hiloso!h# and rational e-!osition end b# star"in$ the best !art o% the mind.0 'WI77IAM 63T7ER <EATS

That e-am!le is a microcosm %or work in the .once!t&al A$e. Work that can be red&ced to r&les'whether the r&les are embedded in a %ew lines o% so%tware code or handed to a low,!aid o"erseas worker're*&ires relati"el# little Em!ath#. S&ch work will lar$el# disa!!ear %rom co&ntries like the 3nited States .anada and the 3nited >in$dom. 6&t the work that remains will demand a m&ch dee!er &nderstandin$ o% the s&btleties o% h&man interaction than e"er be%ore. No s&r!rise then that st&dents at Stan%ord 6&siness School are %lockin$ to a co&rse o%%iciall# called Inter!ersonal )#namics0 b&t known aro&nd cam!&s as To&ch#,%eel#.0 Or consider a %ield not t#!icall# known %or emotional literac#'the !ractice o% law. M&ch basic le$al research can now be done b# En$lish,s!eakin$ law#ers in other !arts o% the world. 7ikewise so%tware and Web sites as I e-!lained in .ha!ter ? ha"e eliminated the mono!ol# law#ers once had on certain s!eciali(ed in%ormation. So which law#ers will remainT Those who can em!athi(e with their clients and &nderstand their tr&e needs. Those who can sit in a ne$otiation and %i$&re o&t the s&bte-t o% the disc&ssion that/s co&rsin$ beneath the e-!licit words. And those who can look at a +&r# read their e-!ressions and instantl# know whether the#/re makin$ a !ers&asi"e case. These em!athic abilities ha"e alwa#s been im!ortant to law#ers'b&t now the#/"e become the ke# !oint o% di%%erentiation in this and other !ro%essions. 6&t Em!ath# is m&ch more than a "ocational skill necessar# %or s&r"i"in$ twent#,%irstVcent&r# labor markets. It/s an ethic %or li"in$. It/s a means o% &nderstandin$ other h&man bein$s'as )arwin and Ekman %o&nd a &ni"ersal lan$&a$e that connects &s be#ond co&ntr# or c&lt&re. Em!ath# makes &s h&man. Em!ath# brin$s +o#. And as we/ll see in .ha!ter G Em!ath# is an essential !art o% li"in$ a li%e o% meanin$. MAN< OF 3S can boost o&r !owers o% Em!ath#. And nearl# all o% &s can im!ro"e o&r abilit# to read %aces. O"er the #ears Ekman has com!iled an atlas o% %acial e-!ressions'likel# all the %acial e-!ressions that h&man bein$s thro&$ho&t the world &se to con"e# emotions. And he/s %o&nd that se"en basic h&man emotions ha"e clear %acial si$nalsM an$er sadness %ear s&r!rise dis$&st contem!t and ha!!iness. Sometimes these e-!ressions are %&ll and intense. Man# other times the# are less cons!ic&o&s. There/s what Ekman calls the sli$ht e-!ression 0 which is &s&all# the %irst !rickle o% an emotion or the %ailed attem!t to hide that emotion. There/s the !artial e-!ression.0 And there/s the micro e-!ression 0 which %lashes across the %ace in less than one,%i%th o% a second and o%ten occ&rs when a !erson is conscio&sl# tr#in$ to conceal all si$ns o% how he or she is %eelin$.0L Ekman has ta&$ht %ace,readin$ skills to a$ents %rom the F6I .IA and ATF as well as to !olice o%%icers +&d$es law#ers and e"en ill&strators and animators. And now I/m $oin$ to teach #o& one as!ect o% Ekman/s techni*&es. 8<o& can learn more o% them in the Port%olio at the end o% this cha!ter.9 I/"e alwa#s been irritated b# what I think are %ake smiles'b&t I/"e ne"er been s&re whether someone is $rinnin$ beca&se he/s charmed b# m# wit or smilin$ !recisel# beca&se he isn/t. Now I know. A smile o% tr&e en+o#ment is what Ekman calls the )&chenne smile 0 a%ter the French ne&rolo$ist )&chenne de 6o&lo$ne who cond&cted !ioneerin$ work in this %ield in the late BICCs. A $en&ine smile in"ol"es two %acial m&sclesM 8B9 the (#$omatic ma+or m&scle which stretches %rom the cheekbone and li%ts the corners o% the mo&thP and 8H9 the o&ter !art o% the obic&laris oc&li m&scle which orbits the e#e and is in"ol"ed in !&llin$ down the e#ebrows and the skin below the e#ebrows !&llin$ &! the skin below the e#e and raisin$ the cheeks.0@ Arti%icial smiles in"ol"e onl# the (#$omatic ma+or. The reasonM we can control that m&scle b&t we can/t control the rele"ant !art o% the obic&laris oc&li m&scle. It contracts s!ontaneo&sl#'and onl# when we/re act&all# e-!eriencin$ en+o#ment. As )&chenne himsel% !&t it The emotion o% %rank +o# is e-!ressed on the %ace b# the combined contraction o% the (#$omatic&s ma+or m&scle and the obic&laris oc&li. The %irst obe#s the will b&t the second is

onl# !&t into !la# b# the sweet emotions o% the so&l.0I In other words to detect a %ake smile look at the e#es. I% the o&ter m&scle o% the orbic&laris isn/t contractin$ the !erson beamin$ at #o& is a %alse %riend. 4ere/s an e-am!le'two smilin$ !hotos o% #o&rs tr&l#.

.an #o& tell in which one I/m s*&ee(in$ o&t an insincere smile and in which I/m smilin$ in res!onse to somethin$ %&nn# m# wi%e saidT It/s not eas# b&t i% #o& look care%&ll# at m# e#es #o& can %i$&re o&t the answer. The second !hoto is the tr&e en+o#ment !hoto. The e#ebrows are a little lower. The skin &nder the e#es is !&lled a little hi$her. The e#es themsel"es are bit narrower. In %act i% #o& co"er &! e"er#thin$ b&t the e#es the answer is clearer. <o& +&st can/t %ake a )&chenne smile. And while #o& can im!ro"e #o&r em!athic !owers #o& can/t %ake Em!ath# either.

A Whole New 4ealth .are


Em!ath# is not a stand,alone a!tit&de. It connects to the three hi$h,conce!t hi$h,to&ch a!tit&des I/"e alread# disc&ssed. Em!ath# is an essential !art o% )esi$n beca&se $ood desi$ners !&t themsel"es in the mind o% whoe"er is $oin$ to e-!erience the !rod&ct or ser"ice the#/re desi$nin$. 8It sho&ld be no s&r!rise that one o% the items in the Em!ath# Port%olio comes %rom a desi$n %irm.9 Em!ath# is related to S#m!hon#'beca&se em!athic !eo!le &nderstand the im!ortance o% conte-t. The# see the whole !erson m&ch as s#m!honic thinkers see the whole !ict&re. Finall# the a!tit&de o% Stor# also in"ol"es em!ath#. As we saw in the section on narrati"e medicine stories can be !athwa#s to Em!ath#'es!eciall# %or !h#sicians. 6&t Em!ath# is also resha!in$ medicine more directl#. Se"eral leaders in the medical %ield are &r$in$ that the !ro%ession shi%t its o"erarchin$ a!!roach %rom detached concern to em!ath# 0 as bioethicist Kodi 4al!ern !&ts it. The detached scienti%ic model isn/t ina!!ro!riate the# sa#. It/s ins&%%icient. As I/"e mentioned m&ch o% medical !ractice has been standardi(ed'red&ced to a set o% re!eatable %orm&las %or dia$nosin$ and treatin$ "ario&s ailments. While some doctors ha"e critici(ed this de"elo!ment as cookbook medicine 0 it has man# stren$ths. R&les, based medicine b&ilds on the acc&m&lated e"idence o% h&ndreds and sometimes tho&sands o% cases. It hel!s ens&re that medical !ro%essionals don/t rein"ent the thera!e&tic wheel with each !atient. 6&t the tr&th is com!&ters co&ld do some o% this work. What the# can/t do'remember when it comes to h&man relations com!&ters are a&tistic0'is to be em!athic. Tr&st #o&r int&ition it/s +&st like $oin$ %ishin/.0 'PA37 SIMON

Em!ath# can be a !ower%&l %orce in medicine. For e-am!le a %ew #ears a$o two !ostal workers went to di%%erent health care centers com!lainin$ o% similar s#m!toms. One man told his doctor he %elt ach# and ill and he belie"ed he/d been e-!osed to anthra- which had recentl# been %o&nd at the !ostal %acilit# where he worked. The doctor tele!honed the rele"ant !&blic health de!artments which told him that anthra- was not a risk and that he needn/t !rescribe antibiotics. So he %ollowed the r&les and sent his !atient home with orders to take some T#lenol. A %ew da#s later the !atient died'o% anthra-. Meanwhile the other !ostal worker went to an emer$enc# room at a di%%erent hos!ital +&st a %ew miles awa#. 4is doctor'who didn/t know abo&t the !atient abo"e'e-amined the worker and s&s!ected that he/d contracted !ne&monia. 6&t then the man told her that he worked at the !ostal %acilit# hit with an anthra- scare. So she ordered another test and e"en tho&$h she didn/t think that he had anthra- somethin$ still na$$ed at her. She $a"e the man a !rescri!tion %or .i!ro the antibiotic !rescribed %or anthra- +&st in case. And instead o% sendin$ him home as she had initiall# !lanned she ke!t him at the hos!ital and re%erred him to an in%ectio&s,disease s!ecialist. As it t&rned o&t the man did ha"e anthra-. And as it also t&rned o&t the doctor/s em!athic listenin$ int&ition and willin$ness to de"iate %rom the r&les meant the di%%erence between li%e and death. I +&st listened to m# !atient 0 she told the Wall Street Ko&rnal. 4e said :I know m# bod# and somethin$/s +&st not ri$ht./0 Em!ath#'his doctor/s abilit# to int&it what someone else was %eelin$'sa"ed his li%e. Ph#sicians e-!ress em!ath# not onl# b# makin$ acc&rate comments abo&t a !atient/s %eelin$s b&t b# their timin$ "ocal tones !a&ses and o"erall att&nement to the a%%ecti"e st#le o% a !atient 0 sa#s 4al!ern. Em!ath# s&!!lements ob+ecti"e knowled$e and the &se o% technolo$# and other tools %or makin$ acc&rate dia$noses.0G As this new "iew o% doctorin$ takes hold the a!tit&de o% Em!ath# is mo"in$ to the %ore%ront o% the medical !ro%ession. It is $i"in$ wa# to a new $eneration o% health care !ro%essionals like that emer$enc# room !h#sician'!eo!le who can combine r&le,based detachment with emotion,based em!ath# into a whole new medicine. The board that accredits medical schools now makes comm&nicatin$ e%%ecti"el# and em!athicall# with !atients a %actor in a st&dent doctor/s o"erall e"al&ation. That ma# seem like a commonsense mo"e and it is'b&t in the hea"il# 7,)irected medical !ro%ession it/s a sea chan$e. Meantime sta$e actress Me$an .ole tra"els to medical schools across the 3nited States teachin$ a co&rse called The .ra%t o% Em!ath#.0 In the class she instr&cts doctors,in, trainin$ how to &se non"erbal c&es s&ch as %acial e-!ression intonation bod# lan$&a$e as well as other actin$ techni*&es to better $ras! what ails !atients and to better con"e# concern %or them. St&dents at =anderbilt 3ni"ersit# School o% Medicine take co&rses in comm&nicatin$'and a!olo$i(in$ %or'their mistakes.BC And Ke%%erson Medical .olle$e in Philadel!hia which I mentioned in .ha!ter ? has e"en de"elo!ed a meas&re o% this a!tit&de'the Ke%%erson Scale o% Ph#sician Em!ath# 8KSPE9. Altho&$h it is relati"el# new the KSPE has !rod&ced some intri$&in$ res&lts. For e-am!le hi$h scores on the Em!ath# test $enerall# correlated with hi$h marks on clinical care. That is all other thin$s bein$ e*&al a !atient was more likel# to $et better with an em!athic doctor than with a detached one. What/s more scores on the Em!ath# test bore no relation to scores on the M.AT or on medical licensin$ tests'which means that the traditional meas&res o% !h#sician a!tit&de aren/t necessaril# rele"ant to determinin$ who/s the best doctor.BB The di%%erences in who scored hi$h on the KSPE 8and who didn/t9 were also interestin$. Women $enerall# scored hi$her than men. And certain kinds o% health care !ro%essionals scored better than others. For instance n&rses $enerall# had hi$h scores'm&ch hi$her than !h#sicians with hos!ital,based s!ecialties.BH The $rowin$ reco$nition o% em!ath#/s role in healin$ is one reason wh# n&rsin$ will be one o%

the ke# !ro%essions o% the .once!t&al A$e work%orce. N&rses do m&ch more than +&st em!athi(e o% co&rse. 6&t the sort o% emotionall# intelli$ent care the# o%ten !ro"ide is !recisel# the sort o% thin$ that/s im!ossible to o&tso&rce or a&tomate. Radiolo$ists in 6an$alore can read Y,ra#s. 6&t it/s hard to deli"er Em!ath#'to&ch !resence and com%ort'"ia %iber,o!tic cable. And with the a$in$ o% the !o!&lation in the ad"anced world n&rses are in h&$e demand. In the 3nited States n&rsin$ will acco&nt %or more new +obs o"er the ne-t decade than an# other !ro%ession. 3.S. health %acilities will need one million additional n&rses.B? N&rses ha"e man# com!laints abo&t bein$ o"erworked and ha"in$ to +&$$le too man# !atients. 6&t their em!athic nat&re kee!s them in hi$h esteem'and increasin$l# brin$s them hi$her salaries. N&rsin$ consistentl# rates as the most honest and ethical !ro%ession in the 3nited States accordin$ to an ann&al ;all&! s&r"e#'and its !a# is risin$ %aster than nearl# e"er# other +ob cate$or#.BF The rise o% Em!ath# has e"en be$&n to color !arental ad"ice. In a recent s&r"e# o% A&stralian in%ormation technolo$# mana$ers GC !ercent said the# wo&ld not recommend that their own children !&rs&e careers in the 7,)irected %ield o% so%tware en$ineerin$. What wo&ld the# recommend their children do insteadT I/d rather m# kids o!t %or n&rsin$ as a !ro%ession 0 said Kames Michaels who works %or a telecomm&nications com!an# in S#dne#. It has both $lobal and local demand.0BA

Men Women and Em!ath#


Who/s more em!athicT Men or womenT The !oliticall# correct answer is to sa# neither'that em!ath# de!ends on the indi"id&al. And to a lar$e e-tent that/s tr&e. 6&t a $rowin$ bod# o% research has be$&n makin$ that !oliticall# correct "iew &ntenable. )o(ens o% st&dies %or instance ha"e shown that women are $enerall# better at readin$ %acial e-!ressions and at detectin$ lies.BL E"en as earl# as a$e three $irls are better at in%errin$ what others are thinkin$ and at di"inin$ emotions %rom the e-!ression on someone/s %ace.B@ S&mmari(in$ this research !s#cholo$ist )a"id ;. M#ers writesM When s&r"e#ed women are %ar more likel# to describe themsel"es as em!athic as bein$ able to re+oice with those who re+oice and wee! with those who wee!. To a lesser e-tent the $ender $a! in em!ath# e-tends to obser"ed beha"ior. Women are somewhat more likel# to cr# or re!ort %eelin$ distressed at another/s distress. The em!ath# di%%erence hel!s e-!lain wh# both men and women re!ort their %riendshi!s with women to be more intimate en+o#able and n&rt&rin$ than their %riendshi!s with men. When seekin$ em!ath# and &nderstandin$ both men and women &s&all# t&rn to women.BI Simon 6aron,.ohen a .ambrid$e 3ni"ersit# !s#cholo$ist has a theor# that e-!lains this a!!arent $ender $a!. 4e states it !lainl# on !a$e one o% his HCC? book The Essential )i%%erenceM The %emale brain is !redominantl# hard,wired %or em!ath#. The male brain is !redominantl# hard,wired %or &nderstandin$ and b&ildin$ s#stems.0BG 6aron,.ohen is *&ick to note that not all women ha"e %emale0 brains and not all men ha"e male0 brains. 6&t he marshals an arra# o% s&!!ort %or his central !ointM that more males than %emales ha"e brains that s#stemati(e and that more %emales than males ha"e brains that em!athi(e.HC The di%%erences in the two thinkin$ st#les as 6aron,.ohen describes them are intri$&in$. S#stemati(in$ in"ol"es e-actness e-cellent attention to local detail 0 and an attraction to %i-ed r&les inde!endent o% conte-t he sa#s. To s#stemati(e #o& need detachment.0HB 86aron describes a&tism as an e-treme0 male brain.9 The $reat $i%t o% h&man bein$s is that we ha"e the !ower o% em!ath#.0 'MER<7 STREEP

6&t em!athi(in$ is di%%erent. To em!athi(e #o& need some de$ree o% attachment in order to reco$ni(e that #o& are interactin$ with a !erson not an ob+ect b&t a !erson with %eelin$s and whose %eelin$s a%%ect #o&r own.0 Em!ath# he sa#s in"ol"es ine-actness 8one can onl# e"er a!!ro-imate when one ascertains another/s mental state9 attention to the lar$er !ict&re 8what one thinks he thinks or %eels abo&t other !eo!le %or e-am!le9 conte-t 8a !erson/s %ace "oice action and histor# are all essential in%ormation in determinin$ that !erson/s mental state9 with no e-!ectation o% law%&lness 8what made her ha!!# #esterda# ma# not make her ha!!# tomorrow9.0HH Read those descri!tions a$ain. The male brain so&nds a little like 7,)irected Thinkin$. And the %emale brain so&nds a lot like the hi$h,conce!t hi$h,to&ch a!!roach o% R,)irected Thinkin$. 8The two thinkin$ st#les also so&nd like the di%%erin$ a!!roaches o% the two doctors treatin$ anthra- !atients I mentioned earlier'one o% whom ha!!ened to be a man and the other a woman.9 )oes this mean that we all need to $et in to&ch with the %eminine side o% o&r brains'es!eciall# those o% &s with hair# arms and dee! "oicesT <es. 6&t it doesn/t mean re+ectin$ the s#stemati(in$ side o% o&r brains. Em!ath# is neither a de"iation %rom intelli$ence nor the sin$le ro&te to it. Sometimes we need detachmentP man# other times we need att&nement. And the !eo!le who will thri"e will be those who can to$$le between the two. As we/"e seen a$ain and a$ain the .once!t&al A$e re*&ires andro$#no&s minds.

PORTFO7IO

Em!ath#

Test <o&rsel%.
Ps#cholo$ists ha"e de"elo!ed an arra# o% tests to meas&re indi"id&al em!ath# and related *&alities. Man# o% these tests are a"ailable %ree on the Web'and the#/re an e-cellent introd&ction to the s&b+ect as well as a %&n wa# to learn more abo&t #o&rsel%. 6&t ca"eat test, taker. The Web is %&ll o% sel%,assessments man# o% which ha"e all the scienti%ic "alidit# o% !hrenolo$#. So be$in #o&r Em!ath# testin$ re$imen with theseM Em!ath# X&otient'Meas&re #o&r EX with Simon 6aron,.ohen/s si-t#,*&estion instr&ment which will determine whether #o& ha"e a %emale brain.0 I% #o& want to check #o&r male brain0 bona %ides also take the test that meas&res #o&r s#stemati(in$ *&otient or SX. 8More in%o on EXM tin#&rl.comOdbsdIP more in%o on SXM tin#&rl.comO@ta+I9 S!ot the Fake Smile'Take the 66./s ten,min&te twent#,*&estion test based on Pa&l Ekman/s research to see how $ood #o& are at detectin$ the di%%erence between a %ake smile and a real one. 8More in%oM tin#&rl.comOH&@sh9 Mind in the E#es Test'Another test %rom Simon 6aron,.ohen this one meas&res #o&r abilit# to identi%# a %acial e-!ression %rom onl# a !erson/s e#es. 8More in%oM tin#&rl.comOckr+?9 Ma#er,Salo"e#,.ar&so Emotional Intelli$ence Test'This is !robabl# the most widel# res!ected emotional intelli$ence test a"ailable toda#. 6&t &nlike the others I mentioned to take this one #o&/ll ha"e to !a#. It/s not the !lace to start #o&r in*&ir# b&t it is a $reat o!tion %or those who want to di$ dee!er. 8More in%oM www.emotionalintelli$encemhs.comOMS.EIT.htm9

St&d# Ekman.
As I noted earlier in this cha!ter the world/s leadin$ e-!ert on %acial e-!ressions is Pa&l Ekman. )o #o&rsel% a %a"or and st&d# his work. Read his latest book Emotions Re"ealed 8Times 6ooks HCC?9. It/s an e-cellent o"er"iew o% the science o% e-!ression. And it/s a %irst,rate $&ide to learnin$ the techni*&es to deci!her the emotions re"ealed on someone else/s %ace. Ekman/s da&$hter E"e is the model %or man# o% the emotions !ict&red in the book and she has an &ncann# abilit# to $et the e-!ressions +&st ri$ht. I% #o& like Emotions Re"ealed also check o&t Ekman/s earlier book Tellin$ 7ies 8W.W. Norton reiss&ed HCCB9'which amon$ other thin$s e-!lains how to detect when someone is %ibbin$. Then %or #o&r $rad&ate de$ree in Ekmanshi! !ick &! his two interacti"e .),ROM t&torials. One the Micro E-!ression Trainin$ Tool teaches #o& to s!ot those %leetin$ microe-!ressions. The other the S&btle E-!ression Trainin$ Tool

teaches #o& to s!ot the seemin$l# &ndetectable e-!ressions that occ&r when someone is +&st be$innin$ to %eel an emotion. The t&torials incl&de !retests to meas&re #o&r c&rrent abilit#'and at the end %inal tests to see how m&ch #o&/"e im!ro"ed. 6oth are &se%&l'not to mention %ascinatin$. One warnin$ tho&$h to m# %ellow Mac &sersM as o% !ress time these .), ROMs worked onl# with P.s. 8More in%oM www.!a&lekman.com9

Ea"esdro!
Se"eral #ears a$o writer and %ormer literar# escort Naomi E!el !&blished a small !a!erback book and com!anion card set called The Obser"ation )eck. E!el/s !acka$e is a wonder%&l tro"e o% writin$ ti!s assembled %rom a&thors she she!herded on book to&rs. One o% those ti!s is also a %ine wa# to de"elo! $reater !owers o% Em!ath#M Ea"esdro!. 7istenin$ to the con"ersations o% those nearb# has a bad re!&tation. 6&t we all do it so we mi$ht as well make it worthwhile. Ne-t time #o&/re in a !osition to ea"esdro! listen care%&ll# to what #o&r tar$ets are sa#in$. Then ima$ine #o&rsel% as one o% those !eo!le in that sit&ation. What are #o& 8that is him or her9 thinkin$ and %eelin$ at that momentT What emotions i% an# are co&rsin$ thro&$h #o&r bod#T 4ow did #o& end &! in this !artic&lar !lace at this !artic&lar timeT Man# writers are notorio&s ea"esdro!!ers 0 E!el writes citin$ amon$ others F. Scott Fit($erald who ke!t a notebook in which he recorded o"erheard con"ersations.0 6&t the !ractice is "al&able'i% done in moderation and within the bo&ndaries o% the law o% co&rse'to a ran$e o% !ro%essions. It/s an e-cellent wa# to !&t #o&rsel% in another/s shoes and see the world thro&$h that !erson/s e#es'i% onl# %or a %ew moments. One "ariationM 7isten to a con"ersation witho&t lookin$ at the !eo!le who are talkin$. Then $&ess who the !eo!le are'their a$es their ethnicities their clothin$ st#le. T&rn aro&nd to see how acc&rate #o& are. <o& mi$ht be s&r!rised.

Pla# Whose 7i%eT0


I)EO is one o% the world/s most res!ected desi$n %irms'the creator o% e"er#thin$ %rom those %at,handled toothbr&shes %or kids to A!!le .om!&ter/s %irst mo&se to the Palm =. 4ow do the# do itT The secret wo&ld make an M6A s*&irmM Em!ath#. In the I)EO &ni"erse $reat desi$n doesn/t be$in with a cool drawin$ or a ni%t# $ad$et. It be$ins with a dee! and em!athic &nderstandin$ o% !eo!le. 4ere/s an e-ercise in Em!ath# that I learned when I "isited I)EO/s Palo Alto .ali%ornia head*&artersM Ask someone in #o&r or$ani(ation to lend #o& her !&rse brie%case or back!ack. Also ask that !erson to remo"e the thin$s inside that bear her name. Then $ather a $ro&! o% %i"e or si- other !eo!le and re"iew the contents witho&t knowin$ who the !erson is to tr# to determine what sort o% li%e'!ersonal !ro%essional emotional'the !erson li"es. For instance is the ba$ crammed with thin$s or is it s!are and neatT Is e"er#thin$ inside related to workT Or are there items that indicate a %amil# li%e or other interestsT 4ow m&ch mone# is in the walletT )oes this !erson carr# an# !hoto$ra!hsT Pick thro&$h the arti%acts like a !&rse,snatchin$ archaeolo$ist'and #o& can reall# be$in to ima$ine what it/s like to be that !erson. Added bon&sM Whose 7i%eT0 is a lot o% %&n. Also I)EO has collected some o% its other techni*&es and stam!ed them onto %i%t#,one %&nk# o"ersi(ed cards that are a"ailable online and in a %ew American stores %or QFG. These I)EO Method .ards detail an arra# o% strate$ies'borrowed %rom anthro!olo$# !s#cholo$# biomechanics and other disci!lines'%or !&ttin$ Em!ath# at the center o% the desi$n !rocess. 7ike con"entional !la#in$ cards the Method .ards are or$ani(ed into %o&r s&its0 that

re!resent %o&r methods o% em!athi(in$ with !eo!leM 7earn 7ook Ask and Tr#. Each indi"id&al card e-!lains a !artic&lar techni*&e'sa# .amera Ko&rnal0 or 6od#stormin$0'with a !hoto on one side and on the other an acco&nt o% how I)EO has &sed the techni*&e with a client. These cards are almost as %&n as ri%lin$ thro&$h someone/s !&rse. 8More in%oM www.ideo.com9

Em!athi(e on the Kob.


E"en tho&$h we all sa# we belie"e in em!ath# we o%ten %ail to demonstrate it with the "er# !eo!le who s&rro&nd &s %or most o% o&r da#li$ht ho&rsM o&r coworkers. 4ere are two techni*&es %or increasin$ em!ath# within #o&r or$ani(ation and team.

Take An Actin$ .lass.


Americans o% a certain a$e will remember the tele"ision commercial that be$an I/m not a doctor b&t I !la# one on T=.0 These da#s that !iece o% Americana is bein$ t&rned &!side down. )octors are !retendin$ to be actors. Increasin$ n&mbers o% !h#sicians are workin$ to &nderstand and dee!en their Em!ath# b# takin$ actin$ classes. It so&nds either d&bio&s or d&!licito&s I know. 6&t think abo&t what actors do. The# tr# to inhabit the mind and the heart o% another !erson'and that makes actin$ a $reat wa# to &nderstand emotion and emotional e-!ression. Most local colle$es and comm&nit# centers o%%er e"enin$ classes. And while the instr&ctors aren/t e-actl# 7ee Strasber$ #o&/re not e-actl# Al Pacino. So i% #o&/re $ame $i"e it a tr#. <o& mi$ht learn somethin$.

;et Mind Readin$.


I% takin$ an actin$ class is too m&ch'or i% #o& %ind this Em!ath# st&%% reall# !er!le-in$'consider the .),ROM Mind Readin$. )esi$ned b# a team o% scientists at .ambrid$e 3ni"ersit# the .)ROM shows real !eo!le demonstratin$ with so&nd e-!ression and $est&re more than %o&r h&ndred di%%erent emotions. It/s desi$ned !artl# %or !eo!le 8those on the a&tism s!ectr&m 0 %or instance9 who ha"e di%%ic&lt# readin$ emotions and want to learn how. 6&t it has also become !o!&lar amon$ actors ill&strators and others who need a keener insi$ht into %acial e-!ression intonation and emotion more $enerall#. It/s not chea!'abo&t QBHA'b&t it is enc#clo!edic. 8More in%oM www.+k!.comOmindreadin$9

)on/t O&tso&rce <o&r Em!ath#.


Are #o& still b&#in$ $reetin$ cards that broadcast someone else/s sentiments abo&t li%e/s most im!ortant momentsT Show others how m&ch the# reall# mean to #o& 8and demonstrate #o&r em!ath#9 b# creatin$ #o&r own cards %or "ario&s occasionsM birthda#s $rad&ations illnesses or deaths anni"ersaries. >ids know how to do this. And so do #o&. K&st %ire &! #o&r com!&ter/s word !rocessin$ !ro$ram and $et started. E"en better do it b# hand with some blank cards and colored !encils. An#bod# can $rab a mass,!rod&ced card alon$ with the week/s $roceries. It takes a s!ecial

!erson to s!end the time reall# thinkin$ abo&t what messa$e to send and how best to con"e# it. P&t the !ower o% the !ersonal to work.

=ol&nteer.
Another $reat wa# to shar!en #o&r em!athic !owers is to "ol&nteer somewhere in #o&r comm&nit# that ser"es !eo!le whose e-!eriences are %ar di%%erent %rom #o&r own. I% #o& "ol&nteer at a homeless shelter %or instance it wo&ld be hard not to ima$ine #o&rsel% in the sit&ation o% someone there. Another a!!roach is to combine "ol&nteer work with a "acation. Immersin$ #o&rsel% into someone else/s world and workin$ beside that !erson is a $reat wa# to connect with others and $ain insi$ht into their li"es. Se"eral or$ani(ations !ro"ide in%ormation abo&t these t#!es o% e-!eriencesM ;lobal =ol&nteers 8www.$lobal"ol&nteers.or$9 .ross .&lt&ral Sol&tions 8www.crossc&lt&ralsol&tions.or$9 and Transitions Abroad. =ol&nteerin$ "acations ha"e lon$ been !o!&lar with colle$e st&dents man# o% whom !artici!ate in !ro$rams o%%ered b# their cam!&s cha!ter o% 6reak Awa# an alternati"e s!rin$ break or$ani(ation 8www.alternati"ebreaks.or$9. Seein$ another h&man in distress'and thinkin$ There b&t %or the $race o% ;od $o I0'will hone #o&r !owers o% em!ath#. 6&t that/s not the reason to do this o% co&rse. It/s an ancillar# bene%it o% somethin$ more "al&ableM hel!in$ another h&man bein$.

Ei$ht

P7A<

Wh# is this man la&$hin$T


The e-!lanation is more com!licated than #o& mi$ht e-!ect. This is Madan >ataria a !h#sician in M&mbai India. )r. >ataria likes to la&$h. A lot. In %act he belie"es that la&$hter can %&nction like a bene"olent "ir&s'that it can in%ect indi"id&als comm&nities e"en nations. So a %ew #ears a$o he scaled back his medical !ractice and re%ashioned himsel% as the T#!hoid Mar# o% la&$hter. 4is missionM to tri$$er an international la&$hter e!idemic that he sa#s can im!ro"e o&r health increase o&r !ro%its and ma#be e"en brin$ world !eace. 4is means o% transmissionM la&$hter cl&bs'small $ro&!s o% !eo!le who come to$ether earl# each mornin$ at !arks "illa$e $reens and sho!!in$ centers to s!end a hal% ho&r la&$hin$. >ataria/s !lan to chan$e the world b# makin$ it la&$h can seem well la&$hable. 6&t i% #o& "isit a la&$hter cl&b as I did one dam! mornin$ in M&mbai #o& can see there/s a method to his mirth. Toda# abo&t H ACC la&$hter cl&bs con"ene re$&larl# aro&nd the world. Man# o% them are in India incl&din$ nearl# one h&ndred cl&bs in M&mbai and e"en more in the hi$h,tech ha"en o% 6an$alore. 6&t others ha"e s!r&n$ &! in the West'in the 3nited >in$dom ;erman# Sweden Norwa# )enmark .anada and se"eral h&ndred cl&bs in the 3nited States. The %astest,$rowin$ "en&e %or these cl&bs is the work!lace. I/ll come back to this sel%,anointed $&r& o% $i$$les later in this cha!ter. 6&t his !o!&larit# aro&nd the world and es!eciall# the $rad&al acce!tance o% la&$hter cl&bs in o%%ices and boardrooms re"eals another im!ortant dimension o% the .once!t&al A$e'a mo"e awa# %rom sober serio&sness as a meas&re o% abilit# and the ele"ation o% the ne-t essential hi$h,conce!t hi$h,to&ch a!tit&deM Pla#. The whole !&r!ose o% the la&$hter cl&b is to be more !la#%&l 0 >ataria told me. When #o& are !la#%&l #o& are acti"atin$ the ri$ht side o% #o&r brain. The lo$ical brain is a limited brain. The ri$ht side is &nlimited. <o& can be an#thin$ #o& want.0 .ontrast >ataria/s mo"ement and the work!lace la&$hter cl&bs it has s!awned with the Ford Motor .om!an# o% the BG?Cs and BGFCs. At Ford/s Ri"er Ro&$e !lant la&$hter was a disci!linar# o%%ense'and h&mmin$ whistlin$ and smilin$ were e"idence o% ins&bordination. As 6ritish mana$ement scholar )a"id .ollinson reco&ntsM In BGFC Kohn ;allo was sacked beca&se he was ca&$ht in the act o% smilin$ 0 a%ter ha"in$ committed an earlier breach o% la&$hin$ with the other %ellows 0 and slowin$ down the line ma#be hal% a min&te.0 This ti$ht mana$erial disci!line re%lected the o"erall !hiloso!h# o% 4enr# Ford who stated that When we are at work we o&$ht to be at work. When we are at !la# we

o&$ht to be at !la#. There is no &se tr#in$ to mi- the two.0B Work and !la# Ford %eared was a to-ic combination. I% the# weren/t *&arantined each wo&ld !oison the other. 6&t in the .once!t&al A$e as ab&ndance releases or$ani(ations %rom the !ost,)e!ression $rimness that $ri!!ed the Ri"er Ro&$e !lant commin$lin$ work and !la# has become both more common and more necessar#. At times it is e"en an e-!licit cor!orate strate$#. Take the airline b&siness. So&thwest Airlines is one o% toda#/s most s&ccess%&l carriers earnin$ a re$&lar !ro%it while man# o% its com!etitors wobble on the ed$e o% insol"enc#. The com!an#/s mission statement o%%ers cl&es to its stellar !er%ormance. It sa#s Peo!le rarel# s&cceed at an#thin$ &nless the# are ha"in$ %&n doin$ it0'a BIC,de$ree t&rn %rom Ford/s mandated +o#lessness. And it/s not +&st one (an# American cor!oration that is s&!!lementin$ the work ethic with a Pla# ethic.H Accordin$ to the Wall Street Ko&rnal more than %i%t# E&ro!ean com!anies'incl&din$ less,than,(an# %irms s&ch as Nokia )aimler,.hr#sler and Alcatel'ha"e bro&$ht in cons&ltants in Serio&s Pla# 0 a techni*&e that &ses 7e$o b&ildin$ blocks to train cor!orate e-ec&ti"es.? 6ritish Airwa#s has e"en hired its own cor!orate +ester0 to imb&e the airline with a $reater sense o% %&n.F The o!!osite o% !la# isn/t work. It/s de!ression. To !la# is to act o&t and be will%&l e-&ltant and committed as i% one is ass&red o% one/s !ros!ects.0 '6RIAN S3TTON,SMIT4 !ro%essor o% ed&cation 8emerit&s9 3ni"ersit# o% Penns#l"ania 7ike its %i"e siblin$ senses Pla# is emer$in$ %rom the shadows o% %ri"olo&sness and ass&min$ a !lace in the s!otli$ht. 4omo l&dens 8Man the Pla#er9 is !ro"in$ to be as e%%ecti"e as 4omo sa!iens 8Man the >nower9 in $ettin$ the +ob done. Pla# is becomin$ an im!ortant !art o% work b&siness and !ersonal well,bein$ its im!ortance mani%estin$ itsel% in three wa#sM $ames h&mor and +o#%&lness. ;ames !artic&larl# com!&ter and "ideo $ames ha"e become a lar$e and in%l&ential ind&str# that is teachin$ whole,minded lessons to its c&stomers and recr&itin$ a new breed o% whole,minded worker. 4&mor is showin$ itsel% to be an acc&rate marker %or mana$erial e%%ecti"eness emotional intelli$ence and the thinkin$ st#le characteristic o% the brain/s ri$ht hemis!here. And +o#%&lness as e-em!li%ied b# &nconditional la&$hter is demonstratin$ its !ower to make &s more !rod&cti"e and %&l%illed. In the .once!t&al A$e as we/ll see %&n and $ames are not +&st %&n and $ames'and la&$hter is no la&$hin$ matter.

;ames
4ere/s a screen shot %rom a !o!&lar "ideo $ame called America/s Arm#M

AFP ;ett# Ima$es


When #o& !la# this $ame #o& na"i$ate a treachero&s en"ironment tr#in$ to knock o%% bad $&#s while a"oidin$ $ettin$ whacked #o&rsel%. <o& earn !oints %or nailin$ o!!osin$ soldiers and %or hel!in$ #o&r side el&de harm a %ormat and str&ct&re similar to most $ames in this $enre. So here/s a *&estionM Which com!an# makes the $ameT NintendoT Se$aT Electronic ArtsT No!e. The or$ani(ation that created man&%act&red and distrib&ted America/s Arm# is5America/s Arm# the 3nited States militar#. A %ew #ears a$o .olonel .ase# Ward#nski a West Point !ro%essor who s!eciali(es in militar# man!ower was workin$ on wa#s to boost recr&itin$ %or the armed %orces which had %allen to dismal le"els. 6eca&se the dra%t had ended in the BG@Cs and the si(e o% the militar# had shr&nk a%ter the end o% the .old War !otential recr&its knew m&ch less than !re"io&s $enerations abo&t what it was like to ser"e in the armed %orces. While chewin$ on this !roblem Ward#nski noticed that the cadets he was teachin$ at West Point were obsessed with "ideo $ames. And in a %lash o% ri$ht,brain ins!iration he $lim!sed a !ossible sol&tion. What i% Ward#nski wondered the militar# tried reachin$ #o&n$ !eo!le where the# li"e'on Son# Pla#Stations Microso%t Ybo-es and !ersonal com!&tersT Since $a&(# tele"ision ads and !erson,to,!erson !ers&asion co&ldn/t $i"e recr&its a %eel %or the realit# o% militar# ser"ice !erha!s the Arm# co&ld as Ward#nski !&t it s&bstit&te "irt&al e-!eriences %or "icario&s insi$hts0 b# creatin$ a "ideo $ame. 4e !resented his !lan to the Penta$on brass which concerned abo&t a short%all in !ersonnel was willin$ to tr# an#thin$. The# $a"e Ward#nski a health# b&d$et and he be$an %orm&latin$ a $ame that he tho&$ht wo&ld con"e# the s&bstance o% Arm# li%e while also bein$ en$a$in$ and challen$in$ to !la#. O"er the ne-t #ear he and a team %rom the Na"al Post$rad&ate School with the hel! o% se"eral !ro$rammers and artists b&ilt America/s Arm# and released it %or %ree on the ;oArm#.com Web site on K&l# F HCCH. That %irst weekend demand was so $reat that it crashed the Arm#/s ser"ers. Toda# the $ame which is also distrib&ted on disk at recr&itin$ o%%ices and in $amin$ ma$a(ines has more than two million re$istered &sers. On a t#!ical weekend nearl# a hal%,million !eo!le sit in %ront o% com!&ter screens mane&"erin$ thro&$h sim&lated militar# missions.A America/s Arm# sa#s it/s di%%erent %rom man# other martial $ames beca&se o% its em!hasis on teamwork "al&es and res!onsibilit# as a means o% achie"in$ the $oals.0 Pla#ers $o thro&$h basic trainin$ ad"ance to m&lti!la#er $ames where the# work in small &nits and i% the#/re s&ccess%&l mo"e on to become ;reen 6erets. Most o% the missions are team endea"ors'resc&in$ a !risoner o% war !rotectin$ a !i!eline thwartin$ a wea!ons sale to terrorists. Pla#ers earn !oints not onl# %or killin$ enemies b&t also %or !rotectin$ other soldiers and %or com!letin$ a mission with e"er#one in the &nit still ali"e. I% #o& tr# somethin$ st&!id'%or instance $&nnin$ down ci"ilians or i$norin$ orders'#o& can end &! in a "irt&al 7ea"enworth !rison or %ind #o&rsel% banished %rom the $ame alto$ether. And like an# !rod&cer with a hit on its hands the Arm# has !rod&ced a se*&el'a new edition o% the $ame called America/s Arm#M S!ecial Forces. This o&$ht to throw a b&cket o% cold water on the o"erheated belie% that Pla# is an a!tit&de onl# %or the hacke#,sack set. The realit# is more s&r!risin$M +&st as ;eneral Motors is in the art b&siness the 3.S. militar# is in the $ame b&siness. 8Indeed had the militar# sold the $ame at a !rice com!arable to other "ideo $ames the Arm# wo&ld ha"e earned abo&t QLCC million in the %irst #ear.L9 ;ames are the most ele"ated %orm o% in"esti$ation.0 'A76ERT EINSTEIN

The militar#/s embrace o% "ideo $ames is +&st one e-am!le o% the in%l&ence o% these $ames. From their h&mble be$innin$s thirt# #ears a$o when Pon$ one o% the "er# %irst made its a!!earance in arcades "ideo $ames 8that is $ames !la#ed on com!&ters on the Web and on dedicated !lat%orms s&ch as Pla#Station and Ybo-9 ha"e become a boomin$ b&siness and a !rominent !art o% e"er#da# li%e. For e-am!leM Still &nless the# li"e in a home with th&mb,twitchin$ teena$ers man# ad&lts ha"en/t %&ll# com!rehended the si$ni%icance o% these $ames. For a $eneration o% !eo!le $ames ha"e become a tool %or sol"in$ !roblems as well as a "ehicle %or sel%,e-!ression and sel%,e-!loration. =ideo $ames are as wo"en into this $eneration/s li"es as tele"ision was into that o% their !redecessors. For e-am!le accordin$ to se"eral s&r"e#s the !ercenta$e o% American colle$e st&dents who sa# the#/"e !la#ed "ideo $ames is BCC.BC On cam!&ses toda# #o&/d sooner %ind a short,tailed tree %ro$ takin$ calc&l&s than an &nder$rad who/s ne"er %ired &! M#st ;rand The%t A&to or Sim .it#. As two .arne$ie Mellon 3ni"ersit# !ro%essors write We ro&tinel# !oll o&r st&dents on their e-!erience with the media and t#!icall# we cannot %ind a sin$le mo"ie that all %i%t# st&dents in the co&rse ha"e seen 8onl# abo&t a third ha"e &s&all# seen .asablanca %or instance9. 4owe"er we t#!icall# %ind at least one "ideo $ame that e"er# st&dent has !la#ed like S&!er Mario 6rothers.0BB Some !eo!le'man# o% them members o% m# own %ort#somethin$ $ee(er set'tend to des!air o"er s&ch in%ormation %earin$ that each min&te s!ent wieldin$ a +o#stick re!resents a ste! backward %or indi"id&al intelli$ence and social !ro$ress. 6&t that attit&de mis&nderstands the !ower o% these $ames. In %act Kames Pa&l ;ee a !ro%essor at the 3ni"ersit# o% Wisconsin and a&thor o% What =ideo ;ames 4a"e to Teach 3s Abo&t 7earnin$ and 7iterac# ar$&es that $ames can be the &ltimate learnin$ machine. 1=ideo $ames2 o!erate with'that is the# b&ild into their desi$ns and enco&ra$e'$ood !rinci!les o% learnin$ !rinci!les that are better than those in man# o% o&r skill,and,drill back,to,basics test,them,&ntil,the#,dro! schools.0BH That/s wh# so man# !eo!le b&# "ideo $ames and then s!end %i%t# to one h&ndred ho&rs masterin$ them ro&$hl# the len$th o% a colle$e semester.B? As ;ee writes The %act is when kids !la# "ideo $ames the# can e-!erience a m&ch more !ower%&l %orm o% learnin$ than when the#/re in the classroom. 7earnin$ isn/t abo&t memori(in$ isolated %acts. It/s abo&t connectin$ and mani!&latin$ them.0BF Indeed a $rowin$ stack o% research is showin$ that !la#in$ "ideo $ames can shar!en man# o% the skills that are "ital in the .once!t&al A$e. For instance an im!ortant HCC? st&d# in the +o&rnal Nat&re %o&nd an arra# o% bene%its to !la#in$ "ideo $ames. On tests o% "is&al !erce!tion $ame !la#ers scored ?C !ercent hi$her than non!la#ers. Pla#in$ "ideo $ames enhanced indi"id&als/ abilit# to detect chan$es in the en"ironment and their ca!acit# to !rocess in%ormation sim&ltaneo&sl#.BA E"en doctors can bene%it %rom a little time at the ;ame.&be. One st&d# %o&nd that !h#sicians who s!ent at least three ho&rs a week !la#in$ "ideo $ames made abo&t?@ !ercent %ewer mistakes in la!arosco!ic s&r$er# and !er%ormed the task H@ !ercent %aster than their co&nter!arts who did not !la#.0BL Another st&d# e"en %o&nd that !la#in$ "ideo $ames at work can boost !rod&cti"it# and enhance +ob satis%action.B@ Pla# will be to the HBst cent&r# what work was to the last ?CC #ears o% ind&strial societ#'o&r dominant wa# o% knowin$ doin$ and creatin$ "al&e.0 'PAT >ANE a&thor o% The Pla# Ethic

There/s also e"idence that !la#in$ "ideo $ames enhances the ri$ht,brain abilit# to sol"e !roblems that re*&ire !attern reco$nition.BI Man# as!ects o% "ideo $amin$ resemble the a!tit&de o% S#m!hon#'s!ottin$ trends drawin$ connections and discernin$ the bi$ !ict&re. What we need !eo!le to learn is how to think dee!l# abo&t com!le- s#stems 8e.$. modern work!laces the en"ironment international relations social interactions c&lt&res etc.9 where e"er#thin$ interacts in com!licated wa#s with e"er#thin$ else and bad decisions can make %or disasters 0 sa#s ;ee. .om!&ter and "ideo $ames can teach that. In addition the %astest $rowin$ cate$or# o% $ames isn/t shooter $ames like America/s Arm# b&t role,!la#in$ $ames which re*&ire !la#ers to ass&me the identit# o% a character and to na"i$ate a "irt&al world thro&$h the e#es o% that %i$&re. E-!eriences with those sim&lation $ames can dee!en the a!tit&de o% Em!ath# and o%%er rehearsals %or the social interactions o% o&r li"es. What/s more $ames ha"e be$&n to reach the medical %ield. For e-am!le children with diabetes can now &se ;l&co6o# which hooks &! to a Nintendo ;ame 6o# to monitor their $l&cose le"els. And at .ali%ornia/s =irt&al Realit# Medical .enter thera!ists are treatin$ !hobias and other an-iet# disorders with "ideo $ames that sim&late dri"in$ %l#in$ hei$hts ti$ht s!aces and other %ear,ind&cin$ sit&ations. To be s&re $ames aren/t !er%ect. Some e"idence !oints to a correlation between $ame,!la#in$ and a$$ressi"e beha"ior tho&$h it/s &nclear whether a ca&sal link e-ists. And certain $ames are &tter time,wasters. 6&t "ideo $ames are m&ch more "al&able than hand,wrin$in$ !arents or %amil#,"al&es moralists wo&ld want #o& to belie"e. And the a!tit&des !la#ers are masterin$ are es!eciall# well s&ited to an a$e that relies on the ri$ht side o% the brain. Alon$ with bein$ an a"ocation o% millions $amin$ is becomin$ a "ocation %or h&ndreds o% tho&sands'and an es!eciall# whole,minded "ocation at that. The ideal hire sa#s one $ame, ind&str# recr&iter is someone who can brid$e that le%t brain,ri$ht brain di"ide.0BG .om!anies resist se$re$atin$ the disci!lines o% art !ro$rammin$ math and co$niti"e !s#cholo$# and instead look %or those who can !iece to$ether !atches o% man# disci!lines and wea"e them to$ether into a lar$er ta!estr#. And both the mat&ration o% $ames and the o%%shorin$ o% ro&tine !ro$rammin$ work to Asia are chan$in$ the em!hasis o% the $amin$ !ro%ession. As one $amin$ col&mnist writesM .han$es in the wa# $ames are b&ilt indicate less o% a %&t&re demand %or coders b&t more o% a demand %or artists !rod&cers stor# tellers and desi$ners5. :We/"e mo"ed awa# %rom rel#in$ sim!l# on code / said 1one $ame de"elo!er2. :It/s become more o% an artistic medi&m./0HC That/s one reason that man# arts schools now o%%er de$rees in $ame art and desi$n. )i$iPen Instit&te o% Technolo$# near Seattle which awards a %o&r,#ear de$ree in "ideo $amin$ is as 3SA Toda# !&ts it %ast becomin$ the 4ar"ard amon$ +o#stick,clenchin$ st&dents %resh o&t o% hi$h school.0 The school/s nicknameM )onke# >on$ 3.HB The 3ni"ersit# o% So&thern .ali%ornia/s renowned School o% .inema,Tele"ision now o%%ers a master o% %ine arts de$ree in $ame st&dies. When 3S. started a %ilm school @A #ears a$o there were ske!tics 0 sa#s .hris Swain who teaches $ame desi$n at 3S.. We belie"e $ames are the literat&re o% the twent#,%irst cent&r#. When #o& look at $ames toda# it ma# be di%%ic&lt to see that. 6&t the !ieces are in !lace %or this to ha!!en.0HH The !&rest e-!ression o% the centralit# o% $amin$ in the emer$in$ econom# mi$ht e-ist at .arne$ie Mellon 3ni"ersit#/s Entertainment Technolo$# .enter a collaboration between its .olle$e o% Fine Arts and School o% .om!&ter Science. .arne$ie Mellon o%%ers an entirel# new de$reeM a master/s in entertainment technolo$# which it bills as a $rad&ate !ro$ram %or the le%t and ri$ht brain.0 St&dents st&d# e"er#thin$ %rom !ro$rammin$ to b&siness to im!ro"isational theater'and earn neither an arts de$ree nor a science de$ree b&t an interdisci!linar# de$ree that the school sa#s is the academic !innacle o% st&dies in this %ield th&s ha"in$ $reater si$ni%icance than the M.A. or M.S. and the e*&i"alent academic wei$ht o%

the M.F.A. andOor M.6.A. de$ree.0 I% the MFA is the new M6A one da# soon the MET mi$ht be the new MFA. It/s a de$ree that re*&ires and enables a whole new mind.

4&mor
With the s&b+ect o% $ames %resh in o&r heads let/s !la# a $ame. I call it Pick the P&nch 7ine.0 4ere/s how it works. I/ll $i"e #o& the %irst !art o% a +oke'the set&!. Then #o& select the correct !&nch line %rom %o&r choices. Read#T It/s a Sat&rda# in K&ne and Mr. Kones sees his ne-t,door nei$hbor Mr. Smith o&tside and walks toward him. 4e# Smith 0 Kones asks. Are #o& &sin$ #o&r lawn,mower this a%ternoonT0 Smith re!lies waril# 3h #es I am.0 Then Kones sa#sM The correct !&nch line o% co&rse is 8b9. Answer 8a9 is lo$ical b&t not s&r!risin$ or %&nn#. Answer 8c9 is s&r!risin$ and its sla!stick *&alit# mi$ht elicit la&$hs b&t it doesn/t %ollow coherentl# %rom the set&!. Answer 8d9 is a com!lete non se*&it&r. I didn/t hear this +oke at a ni$htcl&b or on an 46O comed# s!ecial. I !l&cked it %rom a BGGG ne&roscience st&d# !&blished in the +o&rnal 6rain 8which mi$ht e-!lain wh# the +oke isn/t e-actl# a side,s!litter9. To test the role the two hemis!heres o% the brain !la# in !rocessin$ h&mor two ne&roscientists Prabitha Shammi and )onald St&ss cond&cted an e-!eriment in which the# administered this !ick,the,!&nch,line test to a series o% s&b+ects. The control $ro&! !eo!le with intact brains chose 8b9 the !&nch line #o& !robabl# selected. 6&t the e-!erimental $ro&! which consisted o% !eo!le with dama$e to their ri$ht hemis!here 8in !artic&lar that hemis!here/s %rontal lobe9 rarel# chose that answer. Instead the# &s&all# selected one o% the other answers with a sli$ht !re%erence %or answer 8c9 in which Mr. Kones $ets clonked in the nose b# a rake. From their research the ne&roscientists concl&ded that the ri$ht hemis!here !la#s an essential role in &nderstandin$ and a!!reciatin$ h&mor. When that hemis!here is im!aired the brain/s abilit# to !rocess e"en semiso!histicated comed# s&%%ers. The reason has to do with both the nat&re o% h&mor and the !artic&lar s!ecialties o% the ri$ht hemis!here. 4&mor o%ten in"ol"es incon$r&it#. A stor# is mo"in$ alon$ when s&ddenl# somethin$ s&r!risin$ and incon$r&o&s occ&rs. The le%t hemis!here doesn/t like s&r!rise or incon$r&it#. 8;ol% cl&bsT0 it #el!s. What does that ha"e to do with mowin$ the lawnT This doesn/t make an# sense.09 So as with meta!hors and non"erbal e-!ression it calls o"er %or hel! %rom its com!anion hemis!here'which in this case resol"es the incon$r&it# b# makin$ sense o% the comment in a new wa#. 8<o& see 0 e-!lains the ri$ht side Kones is trickin$ Smith. 4ar har har.09 6&t i% the +oke,lo"in$ incon$r&it#,resol"in$ ri$ht hemis!here becomes hobbled the brain has m&ch $reater di%%ic&lt# &nderstandin$ h&mor. Instead o% s&r!rise bein$ %ollowed b# coherence'the chain reaction o% an e%%ecti"e +oke'the attem!ted #&k +&st lin$ers an incon$r&o&s con%&sin$ set o% e"ents. The im!ortance o% this +oke,$ettin$ s!eciali(ation $oes be#ond the ease with which someone can choose the !ro!er !&nch line. S Shammi and St&ss maintain that h&mor re!resents one o% the hi$hest %orms o% h&man intelli$ence. This entire stor# has !ro%o&nd im!lications 0 the# write. The ri$ht %rontal lobe has been 8and in some cases still is9 considered the most silent o% brain areas. In contrast it ma# re!resent one o% the most im!ortant h&man brain re$ions51and2 is critical to the hi$hest and most e"ol"ed h&man co$niti"e %&nctions.0H?

4&mor embodies man# o% the ri$ht hemis!here/s most !ower%&l attrib&tes'the abilit# to !lace sit&ations in conte-t to $lim!se the bi$ !ict&re and to combine di%%erin$ !ers!ecti"es into new ali$nments. And that makes this as!ect o% Pla# increasin$l# "al&able in the world o% work. More than %o&r decades o% st&d# b# "ario&s researchers con%irms some commonsense wisdomM 4&mor &sed skill%&ll# $reases the mana$ement wheels 0 writes Fabio Sala in the 4ar"ard 6&siness Re"iew. It red&ces hostilit# de%lects criticism relie"es tension im!ro"es morale and hel!s comm&nicate di%%ic&lt messa$es.0HF Accordin$ to the research the most e%%ecti"e e-ec&ti"es de!lo#ed h&mor twice as o%ten as middle,o%,the,!ack mana$ers. A nat&ral %acilit# with h&mor 0 Sala sa#s is intertwined with and a!!ears to be a marker %or a m&ch broader mana$erial traitM hi$h emotional intelli$ence.0HA There is no *&estion that a !la#%&ll# li$ht attit&de is characteristic o% creati"e indi"id&als.0 'MI4A7<I .SI>SJENTMI4A7<I 4&mor can be a "olatile s&bstance in or$ani(ations o% co&rse. Attem!ts to man&%act&re h&mor can act&all# s&!!ress it while the s&!!ression o% +oc&larit# ma# also lead to its res&r$ence 0 writes )a"id .ollinson who related the tale o% the do&r Ford !lant and who st&dies h&mor in or$ani(ations.HL And it comes in di%%erent stren$ths with "ar#in$ side e%%ects. Ne$ati"e h&mor %or instance can be es!eciall# destr&cti"e. It can ri! thro&$h an or$ani(ation car"in$ di"isions that are di%%ic&lt to brid$e. Far %rom alwa#s bein$ a so&rce o% social cohesion h&mor can re%lect and rein%orce artic&late and hi$hli$ht work!lace di"isions tensions con%licts !ower as#mmetries and ine*&alities 0 .ollinson writes.H@ 6&t &sed more sensibl# h&mor can be a clari%#in$ or$ani(ational eli-ir. Kokes that !eo!le tell at the work!lace can re"eal as m&ch or !erha!s more abo&t the or$ani(ation its mana$ement its c&lt&re and its con%licts than answers to care%&ll# administered s&r"e#s 0 .ollinson sa#s.HI Thomas A. Stewart editor in chie% o% the 4ar"ard 6&siness Re"iew has s&$$ested minin$ cor!orate skits %or cl&es abo&t an or$ani(ation/s so&l'a%ter he disco"ered that man# o% Enron/s shad# dealin$s were lam!ooned at the com!an#/s talent show well be%ore a&ditors had an# inklin$ o% wron$doin$ at the now notorio&s ener$# com!an#.HG And h&mor can be a cohesi"e %orce in or$ani(ations'as an#one who/s e"er traded +okes at the water cooler or la&$hed o"er l&nch with collea$&es &nderstands. Instead o% disci!linin$ the +oke,crackers as Ford did in the last cent&r# or$ani(ations sho&ld be seekin$ them o&t and treatin$ a sense o% h&mor as an asset. It/s time to resc&e h&mor %rom its stat&s as mere entertainment and reco$ni(e it %or what it is'a so!histicated and !ec&liarl# h&man %orm o% intelli$ence that can/t be re!licated b# com!&ters and that is becomin$ increasin$l# "al&able in a hi$h,conce!t hi$h,to&ch world.

Ko#%&lness
E"er#thin$ alwa#s starts a little late in India e-ce!t the la&$hter cl&b which be$ins e-actl# on time. At LM?C A.M. >iri A$arawal blows her whistle and %ort#,three !eo!le'incl&din$ )r. >ataria his wi%e Madh&ri and I'assemble in a sha$$# semicircle. A$arawal !a&ses'and then all %ort#,%o&r o% &s be$in walkin$ abo&t cla!!in$ o&r hands in &nison while sho&tin$ 4o,ho 4a,ha,ha54o,ho 4a,ha,ha0 o"er and o"er a$ain. We/re in the Prabodhan S!orts .om!le- a %ew miles %rom >ataria/s home in a residential section o% northwest 6omba# where what !asses %or a s!orts com!le-0 is a cr&mbl# concrete wall s&rro&ndin$ a m&dd# soccer %ield and a cracked r&nnin$ track. For the ne-t %ort# min&tes I do thin$s'in !&blic with stran$ers'I/"e ne"er done be%ore. With the other members o% the la&$hin$ cl&b I mo"e thro&$h a series o% e-ercises that resemble #o$a and calisthenics'with a little Method actin$ thrown in %or $ood meas&re. One o% o&r %irst e-ercises is the Namaste la&$h.0 We !lace o&r !alms to$ether brin$ them !ra#er%&ll# be%ore o&r %aces in the traditional

4ind& $reetin$ $a(e at another !artici!ant and then la&$h. I %ind it di%%ic&lt. Sel%,ind&ced la&$hter is m&ch to&$her than those %ake smiles I s*&ee(ed o&t in .ha!ter @. So I be$in sim!l# bellowin$ the s#llables 4a ha ha ha ha ha.0 Then somethin$ stran$e ha!!ens. M# %orced $&%%aws be$in to %eel more nat&ral and the la&$hter o% others seems to call m# own o&t o% hidin$. A bit later comes an e-ercise called +&st la&$hter.0 I %ollow the lead o% >ataria who/s come decked o&t in +eans a diamond earrin$ st&d and a red T,shirt that reads T4IN> ;7O6A77< 7A3;4 7O.A77<. 4e raises his !alms &!ward walks in circles and re!eats alo&d I don/t know wh# I/m la&$hin$.0 I do the same. >ataria/s la&$h'he o%ten sh&ts his e#es ti$ht'seems to trans!ort him to another realm. Then a%ter each la&$h we do another one,min&te ro&nd o% cla!!in$ to the B,H B,H,? re%rain o% 4o,ho 4a,ha,ha.0

The e-!erience is sim&ltaneo&sl# weird and in"i$oratin$. It/s weird to see %ort#,three !eo!le'most o% them older women dressed in saris'doin$ the lion la&$hter 0 in which the# stick o&t their ton$&es hold &! their hands as i% the#/re claws and screech like !eo!le !ossessed. 6&t it/s in"i$oratin$ to be o&tside and to la&$h %or no reason beca&se'des!ite m# ske!ticism'it does %eel $ood. 7ater when we ret&rn to his o%%ice >ataria tells me how la&$hter came to de%ine his li%e. 4e was born the #o&n$est o% ei$ht children in a small "illa$e in the state o% P&n+ab. 4is !arents weren/t ed&cated he sa#s b&t his mother wanted him to become a doctor. >ataria went to medical school and in the BGICs be$an !racticin$ internal medicine %rom a mobile &nit that he dro"e aro&nd 6omba#. In the earl# BGGCs he be$an editin$ a health ma$a(ine M# )octor alon$ with treatin$ !atients. A%ter noticin$ that !atients $ot better %aster when the# la&$hed he wrote an article in BGGA entitled 7a&$hterM The 6est Medicine.0?C I% la&$hin$ is so $ood 0 >ataria sa#s he tho&$ht to himsel% wh# not start a la&$hter cl&bT0 8Ro&$hl# one,%o&rth o% the $ood doctor/s sentences seem to incl&de some "ariation o% the Wh# notT0 %orm&lation.9 The idea came to m# mind as a %lash at %o&r in the mornin$ on the B?th o% March BGGA. And within three ho&rs I went to a !&blic !ark and started askin$ !eo!le i% the# wanted to la&$h with me in a la&$hin$ cl&b.0 4e had onl# %o&r takers. 6&t he e-!lained the bene%its o% la&$hin$. The %i"e o% them told a b&nch o% +okes and a%terward e"er#bod# %elt $ood. The# contin&ed each %ollowin$ da# b&t b# da# ten the# enco&ntered an obstacleM the#/d r&n o&t o% +okes. >ataria was st&ck. 6&t then he sa#s he reali(ed that the# mi$ht not need a +oke to la&$h. 4e talked to his wi%e a #o$a teacher abo&t creatin$ a series o% la&$hter e-ercises and concl&ded Wh# not combine #o$a breathin$ with la&$hter to make la&$hter #o$aT0 And th&s a mo"ement was born. I% I were not a doctor !eo!le wo&ld ha"e la&$hed at me 0 he sa#s. That line alwa#s cracks him &!. 4e closes his e#es throws back his head and la&$hs.

For >ataria h&mor is not a !rere*&isite %or la&$hter. The $oal o% his cl&bs is tho&$ht,%ree0 la&$hter. I% #o&/re la&$hin$ #o& cannot think. That is the ob+ecti"e we achie"e in meditation.0 The meditati"e mind is the ro&te to +o#%&lness. Ko#%&lness di%%ers %rom ha!!iness >ataria sa#s. 4a!!iness is conditionalP +o#%&lness is &nconditional. When #o& de!end on somethin$ else to make #o& la&$h the la&$hter doesn/t belon$ to #o&. That/s a conditional la&$h. 6&t in la&$hter cl&bs the so&rce o% la&$hter is not o&tside the bod#P it is within &s.0 >ataria !oints o&t that children don/t reall# $ras! h&mor earl# in li%e #et the# la&$h %rom the time the# are in%ants. In %act %olklore has it that children la&$h h&ndreds o% times a da# and ad&lts barel# a do(en. <o$ic la&$hter in a $ro&! he sa#s can hel! !eo!le $o %rom the conditional ha!!iness o% ad&lts to the &nconditional +o#%&lness o% children. I want to hel! !eo!le reclaim their childlike !la#%&lness 0 he tells me. 4e who la&$hs last doesn/t $et it.0 '4E7EN ;IAN;RE;ORIO Now &s&all# the mere hint that I need to !ick &! m# inner child %rom the da# care o% m# s&bconscio&s makes me roll m# e#es and hide m# wallet. 6&t the science mostl# backs &! >ataria/s claims abo&t la&$hter/s "irt&es. 7a&$hter won/t c&re t&berc&losis b&t this odd h&man acti"it#'emittin$ !&lsatin$ !aro-#sms o% air and so&nd thro&$h o&r !iehole'is &ndeniabl# $ood %or &s. For e-am!le st&dies b# )r. 7ee 6erk o% the .enter %or Ne&roimm&nolo$# at the 7oma 7inda School o% Medicine show that la&$hter can decrease stress hormones and boost the imm&ne s#stem.?B Robert Pro"ine a ne&roscientist whose book 7a&$hterM A Scienti%ic In"esti$ation o%%ers a thoro&$h acco&nt o% the anthro!olo$# and biolo$# o% la&$hter notes The scienti%ic record o%%ers modest b&t $rowin$ s&!!ort %or the anal$esic !ro!erties o% h&mor and la&$hter.0?H What/s more la&$hter has aerobic bene%its. It acti"ates the cardio"asc&lar s#stem increases the heart rate and !&m!s more blood to internal or$ans. Pro"ine re!orts that la&$h researcher William Fr# %o&nd that it took BC min&tes o% rowin$ on his home e-ercise machine to reach the heart rate !rod&ced b# one min&te o% heart# la&$hter.0?? Perha!s most im!ortant la&$hter is a social acti"it#'and the e"idence is "ast that !eo!le who ha"e re$&lar satis%#in$ connections to other !eo!le are healthier and ha!!ier. 7a&$hter sa#s Pro"ine has more to do with relationshi!s than +okes.0 We rarel# la&$h alone. <et we o%ten can/t hel! b&t la&$h when others be$in to ch&ckle. 7a&$hter is a %orm o% non"erbal comm&nication that con"e#s em!ath# and that is e"en more conta$io&s than the #awnin$ we did in .ha!ter @. 7a&$hter cl&bs'which like la&$hter itsel% are alwa#s %ree'combine elements o% %o&r $ood thin$s 8#o$a meditation aerobics and social contact9 into a %i%th $ood thin$. And that/s wh# >ataria belie"es that the ne-t %rontier o% la&$hter cl&bs is the !lace where stress r&ns most ram!antM the work!lace. 7a&$hter can !la# a ma+or role in red&cin$ stress in the work!lace 0 he sa#s. >ataria sa#s that b&sinesses belie"e that serio&s !eo!le are more res!onsible. That/s not tr&e. That/s #esterda#/s news. 7a&$hin$ !eo!le are more creati"e !eo!le. The# are more !rod&cti"e !eo!le. Peo!le who la&$h to$ether can work to$ether.0 .om!anies s&ch as ;la-o and =ol"o ha"e $otten the messa$e and or$ani(ed la&$hin$ cl&bs. And Ste"e Wilson a >ataria disci!le and sel%,described +o#olo$ist0 in Ohio is takin$ the messa$e to cor!orate America. Sa#s >ataria There sho&ld be a la&$hin$ room at e"er# com!an#. I% #o& can ha"e a smokin$ room in a com!an# wh# not ha"e a la&$hin$ roomT0 I do&bt that I6M will set &! a la&$hin$ room an#time soon 8tho&$h there were !robabl# those who do&bted whether Fort&ne ACC e-ecs wo&ld e"er !a# mone# to !la# with 7e$os9. 6&t it seems clear that in an a$e o% ab&ndance la&$hter !ro"ides somethin$ the le%t brain cannot. More broadl# toda# a !la# ethic can stren$then and ennoble the work ethic. ;ames are teachin$ a "ariet# o% whole,minded lessons to a new $eneration o% workers and ha"e $i"en rise to an ind&str# that demands se"eral o% the ke# skills o% the .once!t&al A$e. 4&mor re!resents

man# as!ects o% the so!histicated thinkin$ re*&ired in a&tomated and o&tso&rced times. And +&st !lain la&$hter can lead to +o#%&lness which in t&rn can lead to $reater creati"it# !rod&cti"it# and collaboration. The limited brain is a technolo$# 0 >ataria tells me a%ter we/"e %inished break%ast and the clock is ed$in$ toward noon. <o& do this #o& $et this. <o& do that #o& $et that. It/s mathematics. 7a&$hter I see as a di"ine mathematics. It doesn/t make two !l&s two e*&al %o&r. Two !l&s two can e*&al si-t#,%o&r.0 Then he la&$hs.

PORTFO7IO

Find a 7a&$hter .l&b.


One eas# wa# to add some le"it# to #o&r li%e is to "isit a la&$hter cl&b. These $ro&!s are $rowin$ at s&ch a ra!id cli! that there/s !robabl# one near #o&. 8For a list o% cl&bs $o to the 7a&$hter <o$a Web site.9 )r. Madan >ataria the $&r& o% $i$$les has also !rod&ced a book "ideo and )=) 7a&$h %or No Reason that e-!lain the basics o% la&$hter #o$a as well as the theor# and science s&!!ortin$ it. The readin$ and "iewin$ materials will set #o& back abo&t Q?C. 6&t the cl&bs themsel"es are %ree. As >ataria !&ts it No %orms no %ee no %&ss.0 Also in the s!rin$time be s&re to watch %or World 7a&$hter )a# which is held each #ear on the %irst S&nda# o% Ma#. Re!eat a%ter meM 4o,ho 4a,ha,ha. 8More in%oM www.la&$hter#o$a.or$9

Pla# the .artoon .a!tions ;ame.


In .ha!ter H we learned abo&t the Rainbow Pro+ect an alternati"e SAT de"ised b# <ale/s Robert Sternber$ that meas&res more whole,minded abilities. One o% the e-ercises on that anti,SAT asks test takers to s&!!l# the ca!tions to New <orker cartoons that ha"e had their ca!tions remo"ed. Tr# a "ersion o% this e-ercise #o&rsel% !re%erabl# with a %ew other !eo!le. Select %i"e or si- cartoons %rom the New <orker. .&t them o&t o% the ma$a(ine b&t co"er &! the ca!tion. Then show the ca!tionless cartoon to #o&r !als'and ask them to de"ise a ca!tion o% their own. 7ather. Rinse. Re!eat. <o&/ll be s&r!rised b# how challen$in$ and %&n this can be. 8It/s also $ood trainin$ %or the ca!tion contest that a!!ears on the back !a$e o% e"er# New <orker iss&e.9 For back$ro&nd on this e-ercise and on the broader s&b+ect o% witt# cartoons cons&lt New <orker cartoon editor Robert Manko%%/s book The Naked .artoonist. 8And i% #o&/re reall# into this check o&t the Manko%%,edited The .om!lete .artoons o% The New <orker which incl&des a com!anion .) with all LI LF@ cartoons e"er !&blished in the ma$a(ine.9 Manko%% sa#s ca!tions re*&ire rh#thm bre"it# and s&r!rise.0 And the h&mor contained in them de!ends on a !artic&larl# ri$ht,brain sensibilit#. Most cartoons or %&nn# ideas ha"e this weird combinin$ as!ect 0 he writes. It is a conce!t&al blendin$ and o"erla!!in$ o% cate$ories that the conscio&s mind resists b&t that is absol&tel# necessar# to create new ideas. A !ro"ocati"e wa# to think abo&t it is that it is as i% a co&!le o% ideas $ot to$ether and had se-.0

Ste! on the 4&mor Scale.


Kames Thorson a !ro%essor at the 3ni"ersit# o% NebraskaVOmaha has de"ised a m&ltidimensional sense o% h&mor scale which has been &sed b# both researchers and clinicians to meas&re indi"id&als/ le"el o% mirth. The test asks thin$s like whether #o& &se h&mor to co!e and whether #o&r %riends consider #o& a wit. Thorson/s research has %o&nd that those who score hi$h on a m&ltidimensional sense o% h&mor scale ha"e lower le"els o% de!ression and hi$her le"els o% !&r!ose than those who score low in h&mor.0 Take the test #o&rsel% and see where #o& stand. 8More in%oM tin#&rl.comOLt@%%9

Pla# at In"entin$.
In"ention and !la# o%ten ha"e m&ch in common. The best in"entors are !la#%&l. The best

!la#ers are in"enti"e. One !lace to &nderstand the connections is the Smithsonian Instit&tion/s tra"elin$ In"ention at Pla#0 e-hibit which %oc&ses on the similarities between the wa# children and ad&lts !la# and the creati"e !rocesses &sed b# inno"ators in science and technolo$#0 and e-amines the "ario&s !la#%&l habits o% mind that &nderlie in"ention.0 The e-hibit will tra"el thro&$h the 3nited States %or a %ew #ears. I% #o& can/t see it in !erson check o&t the e-cellent In"ention at Pla#0 Web site. 8More in%oM www.in"entionat!la#.or$9

;et <o&r ;ame On.


<o& m&st &nderstand "ideo $ames. Serio&sl#. <o& m&st. So i% #o& don/t know a +o#stick %rom a +ell# roll s!end some time $ettin$ &! to s!eed on $ames !la#ed on com!&ters online and on s!ecial de"ices s&ch as ;ame 6o#s and Pla#Stations. Ask #o&r kid. Ask #o&r nei$hbor/s kid. Or $o into an electronics store s&ch as 6est 6&# where the $ames are &s&all# on dis!la# and ask %or a demo. <o& won/t re$ret it. And #o& ma# e"en become hooked. At the "er# least #o&/ll be$in to &nderstand the !ower%&l new $rammar narrati"e !attern and thinkin$ st#le these $ames are teachin$. For added n&ance abo&t this world !a$e thro&$h an# o% the man# $amin$ ma$a(ines now a"ailable. 87ook %or them near the $ames in that electronics store.9 And in"esti$ate the %ollowin$ Web sites which o%%er smart !rimers and some sni!!ets o% cool $ames. ;ame S!ot'A com!rehensi"e 8More in%oM www.$ames!ot.com9 ;ame Talk'An 8More in%oM www.$ametalk.com9 ;ame Jone'Another com!rehensi"e $amin$ site with news and re"iews %or $ames on e"er# !lat%orm. 8More in%oM www.$ame(one.com9 News$amin$'O!eratin$ at the bo&ndar# o% $amin$ and !olitical commentar# this site o%%ers $ames based on c&rrent e"ents. 8More in%oM www.news$amin$.com9 O!en )irector# Pro+ect =ideo ;ames'A massi"e list o% +&st abo&t e"er# $ood $amin$ site and online $ame on the Web. 8More in%oM dmo(.or$O;amesO=ideoZ;amesO%&ll,inde-.html9 online comm&nit# %or $amers. $amin$ site'one o% the best aro&nd.

There'This site bills itsel% as an online $etawa#.0 <o& become a character'and then han$ o&t with other !la#ers on a ni%t# islandlike settin$. This mi$ht not &ltimatel# be #o&r c&! o% chai b&t the %ree trial is worth e-!lorin$ to $et a sense o% what role,!la#in$ $ames are like. 8More in%oM www.there.com9 Wireless ;amin$ Re"iew'This site is a $reat so&rce o% in%ormation abo&t wireless $amin$'$ames #o& can !la# on #o&r cell !hone and on other wireless de"ices. 7ots o% %ree downloads too. 8More in%oM www.w$amer.com9 Women ;amers'The Internet/s lar$est !ortal %or women $amers this site %eat&res the &s&al re"iews and !rod&ct anno&ncements as well as $reat in%ormation abo&t ind&str# trends. 8More in%oM www.women$amers.com9 <ahooR ;ames'A $ood introd&ction to online $ames this site allows #o& to !la# e"er#thin$ %rom back$ammon to canasta to Toki Toki 6oom with !eo!le aro&nd the world. 8More in%oM $ames.#ahoo.comO9

;o 6ack to School
The best wa# to $et in to&ch with #o&r inner child is to take it o&tside %or some !la#. So $o back to school5or at least back to the !la#$ro&nd. =isit a school#ard take a seat on a bench and watch how the real kids !la#. See i% some o% their sense o% wonder and c&riosit# !enetrates #o&r ad&lt imm&ne s#stem. To mi- b&siness with !leas&re sched&le #o&r ne-t sta%% retreat in an elementar# school. Talkin$ abo&t strate$ic !riorities takes on new meanin$ when #o&/re in a classroom whose b&lletin boards admonish e"er#one to Pla# Fair )on/t 4it and 6e Nice. And i% this retro a!!roach is reall# workin$ %or #o& head to a children[s m&se&m %or a da# o% disco"er#. <o&/ll bene%it not onl# %rom tacklin$ the hands,on m&se&m e-hibits b&t also b# soakin$ in the learnin$ and la&$hter o% the little !eo!le aro&nd #o&. These !laces likewise o%%er a nice alternati"e %or meetin$s and retreats. .heck o&t the Association o% .hildren/s M&se&m/s Web site %or links to children/s m&se&ms aro&nd the world 8More in%oM www.childrensm&se&ms.or$9.

)issect a Koke.
A n&n a rabbi and a !riest walk into a bar. The bartender looks &! at them and sa#s What is thisT A +okeT0 Act&all# it is. And i% #o& ask me it/s a !rett# %&nn# +oke too. 6&t wh#T ;i"in$ that *&estion some tho&$ht can stren$then #o&r Pla# m&scles. Ne-t time #o& hear a +oke la&$h 8i% it/s %&nn#9. Then tr# to %i$&re o&t what made it h&moro&s. Was it the ambi$&it# o% a !hraseT Was it the so&nd o% a !artic&lar wordT Was it another instance o% the ri$ht hemis!here/s abilit# to resol"e incon$r&it#T I don/t want #o& to take a !&rel# clinical a!!roach to h&mor. 8<o&r !o!&larit# amon$ #o&r !eers matters to me.9 6&t i% #o& occasionall# ste! back and re"erse,en$ineer a +oke or %&nn# line #o&/ll $ain a dee!er com!rehension o% which kinds o% h&mor work'and more im!ortant

which don/t.

Pla# Ri$ht,6rain ;ames.


Two new wireless $ames are s!eci%icall# desi$ned to test and enhance R,)irected abilities. Tecmo/s Ri$ht 6rain ;ame %eat&res BH acti"ities that meas&re whether #o&/re ri$ht,brain dominant or le%t,brain dominant. As o% !ress time the $ame was a"ailable onl# in Ka!an b&t it sho&ld come to North America and E&ro!e soon. 8More in%oM www.tecmo$ames.com9 Ri$ht 6rain Paradise which !&r!orts to be !erha!s the most brain,stim&latin$ mobile $ame e"er created 0 mo"es #o& thro&$h nine increasin$l# di%%ic&lt le"els that test the ca!acit# o% #o&r brain/s ri$ht hemis!here. 8More in%oM www.bl&ela"awireless.com9

Nine

MEANIN;

In the earl# winter o% BGFH A&strian a&thorities in =ienna ro&nded &! and arrested h&ndreds
o% Kews amon$ them a #o&n$ !s#chiatrist named =iktor Frankl. At the time Frankl was a risin$ %i$&re in his %ield who was de"elo!in$ a new theor# o% !s#cholo$ical well,bein$. 4e and his wi%e Till# had antici!ated the ro&nd&! so the# took !ains to !reser"e what was then their most im!ortant !ossession. 6e%ore the !olice marched into their home Till# sewed into the linin$ o% =iktor/s coat the man&scri!t o% the book he was writin$ abo&t his theories. =iktor wore the coat when the co&!le was later dis!atched to A&schwit(. 4e cl&n$ to it his %irst da# in the concentration cam!. 6&t on da# two the SS $&ards stri!!ed him down con%iscated all his clothin$ and Frankl ne"er saw the man&scri!t a$ain. O"er the ne-t three #ears at A&schwit( and later at )acha& as his wi%e brother mother and %ather !erished in the $as o"ens Frankl worked to recreate his te-t b# scratchin$ notes on stolen scra!s o% !a!er. And in BGFL one #ear a%ter Allied %orces liberated the concentration cam!s those cr&m!led bits o% !a!er %ormed the basis o% what wo&ld become one o% the most !ower%&l and end&rin$ works o% the last cent&r#'Frankl/s book Man/s Search %or Meanin$.B In Man/s Search %or Meanin$ Frankl describes how he !erse"ered in the %ace o% cr&shin$ labor sadistic $&ards and scant %ood. 6&t his book is more than a narrati"e o% s&r"i"al. It is both a window into the h&man so&l and a $&ide to a meanin$%&l li%e. )rawin$ on his own e-!eriences in the cam!s as well as the e-!eriences and mental states o% his %ellow !risoners Frankl elaborated the theor# he had be$&n be%ore his arrest. 4e ar$&es that man/s main concern is not to $ain !leas&re or to a"oid !ain b&t rather to see a meanin$ in his li%e.0H O&r %&ndamental dri"e the moti"ational en$ine that !owers h&man e-istence is the !&rs&it o% meanin$. Frankl/s a!!roach'called lo$othera!# 0 %or lo$os 0 the ;reek word %or meanin$'*&ickl# became an in%l&ential mo"ement in !s#chothera!#. Frankl and others mana$ed to %ind meanin$ and !&r!ose e"en in the &nima$inabl# $hastl# settin$ o% a concentration cam!. 8In one o% m# %a"orite !assa$es Frankl writes I &nderstood how a man who has nothin$ le%t in the world still ma# know bliss be it onl# %or a brie% moment in the contem!lation o% his belo"ed.09 4e demonstrates that meanin$ is !ossible in s!ite o% s&%%erin$'indeed that meanin$ can sometimes $row %rom s&%%erin$. 6&t he also em!hasi(es that s&%%erin$ is not a !rere*&isite to %indin$ meanin$. The search %or meanin$ is a dri"e that e-ists in all o% &s'and a combination o% e-ternal circ&mstances and internal will can brin$ it to the s&r%ace. This last !oint is the ke# to the book'and to its rele"ance toda#. In the earl# #ears o% the twent#,%irst cent&r# se"eral %orces ha"e $athered to create the circ&mstances %or the !&rs&it o% meanin$ on a scale ne"er be%ore ima$ined. First while !roblems o% !o"ert# and other social maladies !ersist most !eo!le in the ad"anced world ha"e been relie"ed %rom tr&e s&%%erin$. As I laid o&t in .ha!ter H we li"e in an era o% ab&ndance with standards o% li"in$ &nmatched in the histor# o% the world. Freed %rom the str&$$le %or s&r"i"al we ha"e the l&-&r# o% de"otin$ more o% o&r li"es to the search %or meanin$. S&rel# i% Frankl and his %ellow !risoners co&ld !&rs&e meanin$ %rom the work cam!s o% A&schwit( we can do the same %rom the com%ort o% o&r ab&ndant li"es. Other %orces are also at work. As I mentioned in .ha!ter ? the mammoth bab# boom $eneration is reachin$ a demo$ra!hic milestone. The t#!ical boomer now has more o% his li%e behind him than ahead o% him !rom!tin$ the searchin$ o% so&ls and the ree"al&ation o% !riorities. The s!ecter o% terrorism ho"ers o%%erin$ reminders o% li%e/s %leetin$ness and raisin$

*&estions o% its !&r!ose. Meantime technolo$# contin&es its &nrelentin$ march del&$in$ &s with data and chokin$ &s with choices. All these %orces ha"e $athered into a !er%ect storm o% circ&mstances that is makin$ the search %or meanin$ more !ossible and the will to %ind meanin$ the si-th essential a!tit&de o% the .once!t&al A$e. We are born %or meanin$ not !leas&re &nless it is !leas&re that is stee!ed in meanin$.0 'KA.O6 NEE)7EMAN Robert William Fo$el the Nobel la&reate economist I mentioned brie%l# in .ha!ter H calls this moment the Fo&rth ;reat Awakenin$.0 4e writes S!irit&al 8or immaterial9 ine*&it# is now as $reat a !roblem as material ine*&it# !erha!s e"en $reater.0? 4is words echo Frankl/s a hal%, cent&r# earlierM 1P2eo!le ha"e eno&$h to li"e b&t nothin$ to li"e %orP the# ha"e the means b&t no meanin$.0F Ronald In$lehart a res!ected !olitical scientist at the 3ni"ersit# o% Michi$an who has been trackin$ and com!arin$ !&blic o!inion in do(ens o% co&ntries %or the last *&arter, cent&r# has detected a similar #earnin$. Each time he administers his World =al&es S&r"e# he %inds that res!ondents e-!ress $reater concern %or s!irit&al and immaterial matters. For instance accordin$ to one recent s&r"e# AI !ercent o% Americans sa# the# think o%ten abo&t the meanin$ and !&r!ose o% li%e. S&bstantial tho&$h lower !ercenta$es o% ;ermans 6ritish and Ka!anese re!ort the same.A In$lehart belie"es that the ad"anced world is in the midst o% a slow chan$e in its o!eratin$ !rinci!les a $rad&al shi%t %rom :Materialist/ "al&es 8em!hasi(in$ economic and !h#sical sec&rit# abo"e all9 toward :Postmaterialist/ !riorities 8em!hasi(in$ sel%, e-!ression and the *&alit# o% li%e9.0L ;re$$ Easterbrook an American +o&rnalist who has written insi$ht%&ll# on this to!ic !&ts it more boldl#M A transition %rom material want to meanin$ want is in !ro$ress on an historicall# &n!recedented scale'in"ol"in$ h&ndreds o% millions o% !eo!le'and ma# e"ent&all# be reco$ni(ed as the !rinci!al c&lt&ral de"elo!ment o% o&r a$e.0@ Whate"er we call it'the Fo&rth ;reat Awakenin$ 0 Postmaterialist0 "al&es meanin$ want0'the conse*&ences are the same. Meanin$ has become a central as!ect o% o&r work and o&r li"es. P&rs&in$ meanin$ ob"io&sl# is no sim!le task. <o& can/t b&# a cookbook with the reci!e %or it'or o!en a !acket o% !owder and add water and stir. 6&t there are two !ractical whole,minded wa#s %or indi"id&als %amilies and b&sinesses to be$in the search %or meanin$M start takin$ s!irit&alit# serio&sl# and start takin$ ha!!iness serio&sl#.

Takin$ S!irit&alit# Serio&sl#


A little man in a b&r$&nd# robe and red sneakers is the last to take the sta$e. As he emer$es %rom the win$s the a&dience stands in h&shed re"erence. 4e smiles a beati%ic smile $reets the others and sits cross,le$$ed on the em!t# armchair that/s waitin$ %or him. The man I/m s*&intin$ at %rom the back rows o% a !acked B ?CC,seat a&ditori&m on the cam!&s o% the Massach&setts Instit&te o% Technolo$#'the man who/s ca&sed all these !eo!le incl&din$ Richard ;ere hands !ressed to$ether Namaste,st#le and ;oldie 4awn hands wi$$lin$ b# her side to rise and re"ere'is Ten(in ;a#atso aka the BFth mani%estation o% the 6&ddha o% .om!assion aka the )alai 7ama'winner o% the Nobel Pri(e leader in e-ile o% Tibet and s!irit&al rock star who the ne-t e"enin$ will %ill 6oston/s Fleet .enter with some thirteen tho&sand adorin$ %ans. What is the )alai 7ama doin$ at MITT 4e/s here %or the In"esti$atin$ the Mind0 con%erence'a two,da# $ab%est abo&t what science can learn %rom 6&ddhism and what 6&ddhism can learn %rom science. Each mornin$ and a%ternoon the chairs onsta$e will %ill with scientists wearin$ !ro%essorial earth tones and monks wearin$ rich shades o% red and sa%%ron'a "is&al dis!la# o% reason breakin$ bread with s!irit o% the le%t and ri$ht sides o% o&r collecti"e brains meetin$ in the middle. Fi%teen #ears a$o the )alai 7ama be$an in"itin$ scientists to his home in

)haramsala India. 4e was interested in what the# were learnin$ abo&t the brain and the# were c&rio&s abo&t what was $oin$ on in the brains o% !eo!le who ha"e de"elo!ed an almost s&!erh&man ca!acit# %or meditation and s!irit&al transcendence. O"er the ne-t decade and a hal% scientists s&ch as the 3ni"ersit# o% Wisconsin/s Richard )a"idson be$an slidin$ monks into MRI machines like the one I entered in .ha!ter B to ca!t&re ima$es o% their meditatin$ brains and to make new insi$hts into emotion attention mental ima$er# and other co$niti"e ca!acities. Monks s&ch as Mathie& Ricard who ori$inall# trained as a molec&lar biolo$ist be$an readin$ scienti%ic !a!ers to &nderstand the workin$s o% the mind and !erha!s the nat&re o% the so&l. The meetin$ that I attended was their %irst !&blic $atherin$'a comin$,o&t !art# o% sorts. Science and 6&ddhism are "er# similar 0 the )alai 7ama told some o% &s at a !ress con%erence be%ore the main e"ent beca&se the# are e-!lorin$ the nat&re o% realit# and both ha"e the $oal to lessen the s&%%erin$ o% mankind.0 I belie"e the "er# !&r!ose o% o&r li%e is to seek ha!!iness. That is clear. Whether one belie"es in reli$ion or not whether one belie"es in this reli$ion or that reli$ion we are all seekin$ somethin$ better in li%e. So I think the "er# motion o% o&r li%e is towards ha!!iness.0 'T4E )A7AI 7AMA What ha!!ened at the con%erence'lots o% talk !lans %or %&t&re research'is less si$ni%icant !erha!s than that it ha!!ened. E"en MIT is takin$ s!irit&alit# serio&sl#. As the well,known molec&lar biolo$ist Eric 7ander told the crowd science is merel# one wa# to &nderstand the world. Across man# di%%erent realms there/s a $rowin$ reco$nition that s!irit&alit#'not reli$ion necessaril# b&t the more broadl# de%ined concern %or the meanin$ and !&r!ose o% li%e'is a %&ndamental !art o% the h&man condition. Indeed o&r ca!acit# %or %aith'a$ain not reli$ion !er se b&t the belie% in somethin$ lar$er than o&rsel"es'ma# be wired into o&r brains. Perha!s not s&r!risin$l# this wirin$ seems to r&n thro&$h the brain/s ri$ht hemis!here. For e-am!le Michael Persin$er a ne&roscientist at Ontario/s 7a&rentian 3ni"ersit# has cond&cted 8somewhat contro"ersial9 e-!eriments with a de"ice that/s come to be called a ;od helmet.0 Persin$er %astens the helmet onto s&b+ects/ heads and bathes their brains/ ri$ht hemis!heres in a weak %ield o% electroma$netic radiation. Most o% those who ha"e stra!!ed on the a!!arat&s re!ort %eelin$ either the !resence o% ;od or a oneness with the &ni"erse s&$$estin$ a$ain that s!irit&al and m#stical tho&$hts and e-!eriences ma# be !art o% o&r ne&ro!h#siolo$#.I Meantime at the 3ni"ersit# o% Penns#l"ania Andrew Newber$ has scanned the brains o% n&ns when the# ha"e meditated to the !oint o% reli$io&s ecstas# and connection with ;od. 4is ima$es show that d&rin$ s&ch moments the !art o% the brain that $&ides a sense o% sel% is less acti"e'th&s contrib&tin$ to the %eelin$ o% bein$ &ni%ied with somethin$ lar$er. Their work and the work o% others ha"e $i"en rise to a new %ield ne&rotheolo$# which e-!lores the relationshi! between the brain and s!irit&al e-!erience. As .altech ne&roscientist Ste"en X&art( !&ts it St&dies o% o&r biolo$ical constit&tion make it increasin$l# clear that we are social creat&res o% meanin$ who cra"e a sense o% coherence and !&r!ose.0G At the "er# least we o&$ht to take s!irit&alit# serio&sl# beca&se o% its demonstrated abilit# to im!ro"e o&r li"es'somethin$ that mi$ht be e"en more "al&able when so man# o% &s ha"e satis%ied 8and o"ersatis%ied9 o&r material needs. For instance some o% the maladies o% modern li%e'stress heart disease and so on'can be alla#ed b# attendin$ to the s!irit. Peo!le who !ra# re$&larl# ha"e been shown to ha"e lower blood !ress&re on a"era$e than those who don/t accordin$ to research at )&ke 3ni"ersit#. Kohns 4o!kins researchers ha"e %o&nd that attendin$ reli$io&s ser"ices c&t !eo!le/s risk o% death %rom heart disease s&icide and some cancers. Other research has %o&nd that women to whom li%e/s meanin$ and !&r!ose was central had hi$her le"els o% the t#!es o% cells that attack "ir&ses and some kinds o% cancer cells. Still other st&dies ha"e %o&nd that the belie% that li%e has some hi$her !&r!ose can b&%%er

!eo!le %rom heart disease. Accordin$ to a st&d# at )artmo&th .olle$e one !redictor o% s&r"i"al amon$ o!en,heart !atients was how m&ch !atients relied on %aith and !ra#er. Peo!le who $o to ch&rch 8or s#na$o$&e or a mos*&e9 re$&larl# also seem to li"e lon$er than those who don/t'e"en controllin$ %or a host o% biolo$ical and beha"ioral "ariables.BC This is trick# and contro"ersial territor#'in !art beca&se so man# charlatans ha"e in"oked the !ower o% ;od to heal the in%irm. I% #o& de!end on s!irit&alit# alone to battle cancer or to mend broken bones #o& deser"e the disastro&s res&lts that will %ollow. 6&t a whole,minded a!!roach'7,)irected reason combined with R,)irected s!irit'can be e%%ecti"e. As I noted in .ha!ter ? more than hal% o% American medical schools now ha"e co&rses in s!irit&alit# and health. Accordin$ to Newsweek @H !ercent o% Americans sa# the# wo&ld welcome a con"ersation with their !h#sician abo&t %aith.0BB That/s one reason some doctors ha"e e"en be$&n takin$ s!irit&al histories0 o% !atients'askin$ them whether the# seek solace in reli$ion whether the#/re !art o% a comm&nit# o% %aith and whether the# see a dee!er meanin$ in their li"es. It can be a delicate to!ic o% co&rse. 6&t as )&ke 3ni"ersit#/s )r. 4arold >oeni$ told Reli$ion News Ser"ice We/re at the !lace we were HC #ears a$o when doctors were asked to take a se-&al histor#.0 >oeni$ estimates that between A and BC !ercent o% 3.S. !h#sicians take some %orm o% s!irit&al histor#.BH 7ike narrati"e medicine this mer$in$ o% s!irit and health is !art o% a more swee!in$ trend in medicine to treat each !atient as a whole !erson rather than as a rece!tacle %or a !artic&lar illness. One other %ield that has be$&n to take s!irit&alit# more serio&sl# is b&siness. I% the .once!t&al A$e is %lowerin$ with !ostmaterialist "al&es and dee!enin$ o&r meanin$ want 0 it makes sense that the !henomenon wo&ld take root in the !lace where man# o% &s s!end most o% o&r wakin$ ho&rs. Fi"e #ears a$o Ian Mitro%% a !ro%essor at the 3ni"ersit# o% So&thern .ali%ornia/s Marshall School o% 6&siness and Eli(abeth )enton a cons&ltant !&blished a re!ort called A S!irit&al A&dit o% .or!orate America. A%ter inter"iewin$ nearl# one h&ndred e-ec&ti"es abo&t s!irit&alit# in the work!lace the# reached some s&r!risin$ concl&sions. Most o% the e-ec&ti"es de%ined s!irit&alit# in m&ch the same wa#'not as reli$ion b&t as the basic desire to %ind !&r!ose and meanin$ in one/s li%e.0 <et the e-ec&ti"es were so &nderstandabl# concerned that the lan$&a$e o% s!irit in the work!lace wo&ld o%,%end their reli$io&sl# di"erse em!lo#ees that the# scr&bbed their "ocab&lar# o% all s&ch talk. Meanwhile Mitro%% and )enton disco"ered the em!lo#ees were h&n$erin$ to brin$ their s!irit&al "al&es 8and th&s their whole !erson rather than one com!artment o% themsel"es9 to work b&t didn/t %eel com%ortable doin$ so. Read this re!ort and #o& can almost !ict&re a ri"er o% meanin$ and !&r!ose bein$ dammed o&tside o% cor!orate head*&arters. 6&t here/s the kickerM i% that s!irit&al tide had been released the com!anies mi$ht ha"e been better o%%. Mitro%% and )enton also %o&nd that com!anies that acknowled$ed s!irit&al "al&es and ali$ned them with com!an# $oals o&t!er%ormed those that did not. In other words lettin$ s!irit&alit# into the work!lace didn/t distract or$ani(ations %rom their $oals. It o%ten hel!ed them reach those $oals. As more com!anies $ras! this idea we are likel# to see a rise in s!irit in b&siness'a $rowin$ demand %rom indi"id&als %or work!laces that o%%er meanin$ as well as mone#. Accordin$ to one recent 3.S. s&r"e# more than three o&t o% %i"e ad&lts belie"e a $reater sense o% s!irit&alit# wo&ld im!ro"e their own work!lace. 7ikewise @C !ercent o% res!ondents to 6ritish think tank Ro%%e# Park/s ann&al mana$ement s&r"e# said the# wanted their workin$ li"es to be more meanin$%&l. And in the last %ew #ears $ro&!s s&ch as the Association %or S!irit at Work and e"ents s&ch as the ann&al international S!irit in 6&siness .on%erence ha"e emer$ed. We/ll also see a contin&ed rise in s!irit as b&siness'commercial "ent&res that hel! a meanin$, seekin$ !o!&lation slake its cra"in$ %or transcendence. Recall the candle ind&str# o% .ha!ter H. Or think abo&t the !roli%eration o% #o$a st&dios e"an$elical bookstores and $reen0 !rod&cts

%rom the To#ota Pri&s to the cosmetics o% the 6od# Sho!. Rich >arl$aard the sa""# !&blisher o% Forbes sa#s this is the ne-t c#cle o% b&siness. First came the *&alit# re"ol&tion o% the BGGCs. Then came what >arl$aard calls the chea! re"ol&tion 0 which dramaticall# red&ced the cost o% $oods and allowed !eo!le aro&nd the world to ha"e cell !hones and Internet access. So what/s ne-tT0 he asks. Meanin$. P&r!ose. )ee! li%e e-!erience. 3se whate"er word or !hrase #o& like b&t know that cons&mer desire %or these *&alities is on the rise. Remember #o&r Abraham Maslow and #o&r =iktor Frankl. 6et #o&r b&siness on it.0B?

Takin$ 4a!!iness Serio&sl#


4a!!iness 0 =iktor Frankl wrote cannot be !&rs&edP it m&st ens&e.0 6&t %rom what does it ens&eT That *&estion has "e-ed h&mankind since a h&mankind was aro&nd to be "e-ed. 6&t now the %ield o% !s#cholo$# has be$&n to !ro"ide some answers'thanks lar$el# to the work o% )r. Martin E. P. Seli$man a !ro%essor at the 3ni"ersit# o% Penns#l"ania and %o&nder o% the !ositi"e !s#cholo$#0 mo"ement. For most o% its histor# academic !s#cholo$# %oc&sed on e"er#thin$ e-ce!t ha!!iness. It st&died disease disorder and d#s%&nction and lar$el# i$nored what made !eo!le satis%ied and %&l%illed. 6&t when Seli$man took the helm o% the American Ps#cholo$ical Association in BGGI he slowl# be$an $&idin$ the shi! o% !s#ch in a new direction. Seli$man/s research as well as that o% man# other scientists who ha"e t&rned their attention to satis%action and well,bein$ has be$&n to &nlock the secrets o% what makes !eo!le ha!!#'and to enco&ra$e the wider world to take ha!!iness serio&sl#. <o&/re not $oin$ to %ind the meanin$ o% li%e hidden &nder a rock written b# someone else. <o&/ll onl# %ind it b# $i"in$ meanin$ to li%e %rom inside #o&rsel%.0 ')R. RO6ERT FIRESTONE a&thor and !s#chothera!ist Accordin$ to Seli$man ha!!iness deri"es %rom a mi- o% %actors. Part o% it de!ends on biolo$#. We/re all born with a relati"el# %i-ed nat&ral ran$e o% well,bein$ im!rinted on o&r $enes. Some o% &s tilt toward the $loom# end o% the s!ectr&m others toward the cheer# end. 6&t all o% &s can learn how to reach the &!!er !ortions o% o&r indi"id&al ran$e'where ha!!iness can ens&e. Amon$ the thin$s that contrib&te to ha!!iness accordin$ to Seli$man are en$a$in$ in satis%#in$ work a"oidin$ ne$ati"e e"ents and emotions bein$ married and ha"in$ a rich social network. Also im!ortant are $ratit&de %or$i"eness and o!timism. 8What doesn/t seem to matter m&ch at all accordin$ to the research are makin$ more mone# $ettin$ lots o% ed&cation or li"in$ in a !leasant climate.9 Marshallin$ these elements can hel! create what Seli$man calls the Pleasant 7i%e0'a li%e %&ll o% !ositi"e emotions abo&t the !ast !resent and %&t&re. 6&t the Pleasant 7i%e is onl# one r&n$ on the hedonic ladder. At a hi$her le"el is what Seli$man calls the ;ood 7i%e0'in which #o& &se #o&r si$nat&re stren$ths0 8what #o&/re $reat at9 to achie"e $rati%ication in the main areas o% #o&r li%e. This can t&rn work %rom what St&ds Terkel called a Monda# to Frida# sort o% d#in$0 into a callin$. A callin$ is the most satis%#in$ %orm o% work beca&se as $rati%ication it is done %or its own sake rather than %or the material bene%its it brin$s 0 sa#s Seli$man. En+o#in$ the res&ltin$ state o% %low on the +ob will soon I !redict o"ertake material reward as the !rinci!al reason %or workin$.0 The ;ood 7i%e is $ood %or b&siness too. More ha!!iness ca&ses more !rod&cti"it# and hi$her income 0 Seli$man writes. There/s e"en an emer$in$ school o% mana$ement tho&$ht b&ilt aro&nd the tenets o% !ositi"e !s#cholo$#. 6&t the ;ood 7i%e is not the &ltimate. There/s a third %orm o% ha!!iness that is inel&ctabl#

!&rs&ed b# h&mans and that/s the !&rs&it o% meanin$5knowin$ what #o&r hi$hest stren$ths are and de!lo#in$ them in the ser"ice o% somethin$ lar$er than #o& are 0 Seli$man sa#s.BF ;oin$ be#ond the sel% in this %ashion is not m&ch di%%erent %rom what those meditatin$ n&ns and monks were doin$. And as risin$ !ros!erit# and ab&ndance allow more !eo!le to en$a$e in this !&rs&it and as more o% &s s&mmon the will to do so Meanin$ will mo"e to the center o% o&r li"es and o&r conscio&sness. T4E 6ESTSE77IN; b&siness book o% the last decade has been a thin little "ol&me with a stran$e title. Who Mo"ed M# .heeseT is a b&siness %able that has sold millions o% co!ies aro&nd the world. The book tells the tale o% 4em and 4aw two mo&selike critters who li"e in a ma(e and lo"e cheese. One da# a%ter #ears o% %indin$ their cheese in the same !lace 4em and 4aw awaken to %ind their !recio&s cheddar $one. Somebod# #es has mo"ed their cheese. 4em and 4aw react di%%erentl# to this disco"er#. 4em the whin# mo&selin$ wants to wait &ntil somebod# !&ts the cheese back. 4aw the an-io&s b&t realistic mo&selin$ wants to "ent&re into the ma(e to disco"er new cheese. In the end 4aw con"inces 4em that the# sho&ld take action to sol"e their !roblem rather than wait %or the sol&tion ma$icall# to a!!ear. And the micelin$s li"e ha!!il# e"er a%ter 8or at least &ntil their cheese mo"es a$ain9. The moral o% the stor# is that chan$e is ine"itable and when it ha!!ens the wisest res!onse is not to wail or whine b&t to s&ck it &! and deal with it. I don/t disa$ree with the messa$e o% Who Mo"ed M# .heeseT b&t I do take iss&e with the meta!hor. In the .once!t&al A$e Asia and a&tomation ma# constantl# be mo"in$ o&r cheese so to s!eak. 6&t in an a$e o% ab&ndance we/re no lon$er in a ma(e. Toda# the more a!!ro!riate meta!hor %or o&r times is the lab#rinth. Ma(es and lab#rinths are o%ten l&m!ed to$ether in the !o!&lar ima$ination b&t the# di%%er in im!ortant wa#s. A ma(e is a series o% com!artmentali(ed and con%&sin$ !aths most o% which lead to dead ends. When #o& enter #o&r ob+ecti"e is to esca!e'as *&ickl# as #o& can. A lab#rinth is a s!iral walkin$ co&rse. When #o& enter #o&r $oal is to %ollow the !ath to the center sto! t&rn aro&nd and walk back o&t'all at whate"er !ace #o& choose. Ma(es are anal#tic !&((les to be sol"edP lab#rinths are a %orm o% mo"in$ meditation. Ma(es can be disorientin$P lab#rinths can be centerin$. <o& can $et lost in a ma(eP #o& can lose #o&rsel% in a lab#rinth. Ma(es en$a$e the le%t brainP lab#rinths %ree the ri$ht brain. There are now more than F CCC !&blic and !ri"ate lab#rinths in the 3nited States. The# are s&r$in$ in !o!&larit# %or man# o% the reasons I/"e disc&ssed in this cha!ter and in the rest o% this book. In an a$e when man# Americans are lookin$ be#ond the ch&rch !&l!it %or s!irit&al e-!erience and solace a $rowin$ n&mber ha"e redisco"ered the lab#rinth as a !ath to !ra#er intros!ection and emotional healin$ 0 re!orts The New <ork Times.BA <o& can %ind them e"er#whereM in downtown s*&ares in Swit(erlandP "illa$e $reens in En$landP !&blic !arks %rom Indiana to Washin$ton state to )enmarkP &ni"ersities in northern .ali%orniaP +ails in so&thern .ali%orniaP and at ho&ses o% worshi! s&ch as Ri"erside .h&rch in Manhattan the National .athedral in Washin$ton )... Methodist ch&rches in Alban# a 3nitarian ch&rch in San Kose and a s#na$o$&e in 4o&ston.BL 7ab#rinths are also showin$ &! at hos!itals and other medical %acilities'like the one in the !hoto on !a$e HHG at the 6a#"iew Medical .enter at Kohns 4o!kins 3ni"ersit# in 6altimore. This lab#rinth which I walked one mornin$ not too lon$ a$o is com!osed o% %o&r,inch b# %o&r, inch brick s*&ares. Ei$ht concentric circles %ormed %rom similarl# si(ed white s*&ares orbit a center s!ace that/s ro&$hl# two %eet in diameter. Alon$ the o&ter ed$e a %ew s*&ares ha"e sin$le words stam!ed onto themM .reate. Faith. Wisdom. 6elie"e. =isitors o%ten choose one o% these words and then re!eat it like a mantra in meditation as the# circle to the center. I

be$an m# lab#rinth walk b# headin$ le%t and walkin$ thro&$h the %irst rin$. As I looked aro&nd I saw a %ew Medical .enter b&ildin$s on one side and a !arkin$ lot on the other. Nothin$ transcendent abo&t this. It %elt as i% I was sim!l# walkin$ in a circle. So I started a$ain. To a"oid distractions I looked down. I %oc&sed m# si$ht on the two c&r"in$ lines that %ormed the o&tline o% m# !ath and I be$an walkin$'as slowl# as I !ossibl# co&ld. The lines c&rled aro&nd me. And a%ter a while it %elt a bit like dri"in$ on a lon$ em!t# road. I didn/t ha"e to !a# m&ch attention so m# mind sli!!ed to a di%%erent !lace'and that had an &ne-!ected calmin$ e%%ect. The e-!erience !erha!s not s&r!risin$l# was similar to the drawin$ co&rse o% .ha!ter L and the la&$hin$ cl&b o% .ha!ter I. It +ammed m# !owers o% 7,)irected Thinkin$. A lab#rinth is an esca!e %or the ri$ht brain 0 sa#s )a"id Tol(man who desi$ned and b&ilt the Kohns 4o!kins lab#rinth. As the le%t brain en$a$es in the lo$ical !ro$ression o% walkin$ the !ath the ri$ht brain is %ree to think creati"el#.0

The !erson who most !&t lab#rinths on the c&lt&ral ma! is )r. 7a&ren Artress an E!isco!al !riest at ;race .athedral .h&rch in San Francisco. A %ew #ears a$o she tra"eled to .hartres .athedral in France site o% a %ort#,two,%oot,diameter lab#rinth etched into the %loor o% the na"e. When she "isited the lab#rinth was co"ered with chairs and hadn/t been &sed %or HAC #ears. Artress remo"ed the chairs walked the lab#rinth and then im!orted the conce!t to the 3nited States. She installed two now !o!&lar lab#rinths at ;race .athedral. And she set &! a ministr# called =erditas that !ro"ides trainin$ and lab#rinth kits to ch&rches and other or$ani(ations. We li"e in s&ch a le%t brain world5and here/s this whole other world that we m&st inte$rate in order to meet the challen$es o% the ne-t cent&r# 0 Artress has said. When !eo!le walk into a lab#rinth the# shi%t conscio&sness %rom the linear to the non,linear0 and brin$ to the s&r%ace the dee! int&iti"e !attern !art o% o&rsel"es.0 That e-!erience is di%%erent %rom the e-!erience o% bein$ in a ma(e she sa#s. 1I2t takes #o& into an entirel# di%%erent !art o% #o&r bein$ than that !roblem,sol"in$ I,ho!e,I,make,it %eelin$.0 E"en the sha!e o% the t#!ical lab#rinth is si$ni%icant. The circle is an archet#!e %or wholeness or &nit#. So when !eo!le walk into the lab#rinth the# be$in to see their whole li%e.0B@ Abo&t %ort# hos!itals and medical centers now ha"e lab#rinths'%or man# o% the same reasons that em!ath# and narrati"e ha"e be$&n in%iltratin$ the medical world. There/s a $rowin$ reco$nition that the anal#tical a!!roach to healin$ while absol&tel# necessar# is not alwa#s s&%%icient'and that a!!roaches once dismissed as woo,woo s&$$estions %rom New A$e whack +obs can hel! !atients $et better. That whole,minded thinkin$ led to the lab#rinth at Kohns 4o!kins one o% the %inest medical %acilities in the world. Its or$ani(ers wanted a !lace where !atients their %amilies and the medical sta%% co&ld $o to %ind !h#sical and mental rela-ation.0 It ma# be workin$. At the lab#rinth site are two weathered #ellow notebooks in which !eo!le

who ha"e walked the lab#rinth can write their tho&$hts. The notebooks testi%# to the solace and sense o% meanin$ the lab#rinth brin$s. )octors and n&rses write o% comin$ here a%ter challen$in$ or harrowin$ e-!eriences. Families o% !eo!le &nder$oin$ s&r$er# describe comin$ here to !ra# to think and to distract themsel"es. And in the notebook are mo"in$ stories written b# !atients themsel"es'entries like this one which was written +&st a %ew da#s be%ore I arri"edM We are not h&man bein$s on a s!irit&al !ath b&t s!irit&al bein$s on a h&man !ath.0 ')R. 7A3REN ARTRESS E!isco!al !riest and lab#rinth !ioneer I +oin in the s!irit o% all those who ha"e walked the lab#rinth and ha"e written on these !a$es. For me m# s&r$er# one week a$o toda# is the be$innin$ o% a new !hase o% li%e. M# word as I walked the lab#rinth was 6E7IE=E.0 I belie"e in a new %&t&re. 7ab#rinths won/t sa"e the world o% co&rse. Neither will an# o% the si- senses I/"e disc&ssed in this book. Makin$ the transition %rom the In%ormation A$e to the .once!t&al A$e mo"in$ %rom a landsca!e o% 7,)irected Thinkin$ to one o% R,)irected Thinkin$ addin$ the ca!acit# %or art and heart to o&r !enchant %or lo$ic and anal#sis won/t be eas#. Few worthwhile thin$s e"er are. 6&t ma#be that/s the !oint. As =iktor Frankl co&ld ha"e told &s the ideal li%e is not a %ear, %&eled !&rs&it o% cheese. It/s more like walkin$ a lab#rinth where the !&r!ose is the +o&rne# itsel%.

PORTFO7IO

Meanin$

Sa# Thanks.
;ratit&de works. Feelin$s o% $ratit&de enhance well,bein$ and dee!en one/s sense o% meanin$. That/s wh# Martin Seli$man whose work I described earlier in this cha!ter ad"ocates the $ratit&de "isit.0 It works like thisM <o& think o% a !erson in #o&r li%e who has been kind or $enero&s to #o& b&t whom #o&/"e ne"er !ro!erl# thanked. <o& write a detailed $ratit&de letter0 to that !erson e-!lainin$ in concrete terms wh# #o&/re $rate%&l. Then #o& "isit that !erson and read the letter alo&d. Accordin$ to Seli$man the rit&al is *&ite !ower%&l. E"er#one cries when #o& do a $ratit&de "isit. It/s "er# mo"in$ %or both !eo!le.0 Seli$man/s research as well as the work o% the $rowin$ ranks o% scholars who st&d# !ositi"e !s#cholo$# s&$$ests that $ratit&de is a ke# com!onent o% !ersonal ha!!iness. Peo!le who are $rate%&l abo&t s!eci%ic thin$s in their !ast who dwell on the sweet tri&m!hs instead o% the bitter disa!!ointments tend to be more satis%ied abo&t the !resent. The $ratit&de "isit Seli$man sa#s can be an e%%ecti"e wa# to increase the intensit# d&ration and %re*&enc# o% !ositi"e memor#.0 One reason to $i"e the $ratit&de "isit a tr# is that it can $enerate a moment&m o% its own. Those who are thanked o%ten then start to consider who in their li"es the# ne"er thanked. So the# make their own !il$rima$e as e"ent&all# do the reci!ients o% their thanks res&ltin$ in a dais# chain o% $ratit&de and contentment. Two "ariations on this theme are the birthda# $ratit&de list and the $ratit&de one,a,da#. The birthda# $ratit&de list is sim!le. Once a #ear on #o&r birthda# make a list o% the thin$s %or which #o&/re $rate%&l'with the n&mber o% items e*&alin$ the n&mber o% #ears #o&/re t&rnin$ that da#. 8When I did this on m# %ortieth birthda# m# $ratit&de list incl&ded e"er#thin$ %rom red wine to the %act that m# children are health# to li"in$ in a %ree co&ntr#.9 <o&r list will $row b# one each #ear'the theor# bein$ that the older #o& $et the more #o& ha"e to be thank%&l %or. >ee! #o&r lists and re"iew them each birthda#. It will brin$ a sense o% satis%action that can soothe the an-iet# o% time/s !assa$e. The $ratit&de one,a,da# is a wa# to wea"e thank%&lness into #o&r dail# ro&tine. Each da# at a certain moment think o% one thin$ %or which #o&/re $rate%&l. Some !eo!le do this when the#/re abo&t to $o to slee!. Others do it to accom!an# some e-istin$ ro&tine'when the# drink a c&! o% co%%ee in the mornin$ when the# make their bed when the# take their %irst ste! o&tside. These $ratit&de e-ercises mi$ht so&nd a little to&ch#,%eel# to some o% #o&. ;i"e them a tr# an#wa#. I $&arantee #o&/ll thank me.

Take the HC,BC Test.


I heard this e-ercise %rom Kim .ollins a&thor o% the blockb&ster book ;ood to ;reat. 4e enco&ra$es !eo!le to look at their li"es'in !artic&lar their work'and ask themsel"es whether the# wo&ld still do what the#/re doin$ now i% the# had QHC million in the bank or knew the# had no more than ten #ears to li"e. For instance i% #o& inherited QHC million no strin$s attached wo&ld #o& s!end #o&r da#s the wa# #o& s!end them nowT I% #o& knew #o& had at most ten #ears to li"e wo&ld #o& stick with #o&r c&rrent +obT I% the answer is no that o&$ht to tell #o& somethin$. This test alone ob"io&sl# can/t determine #o&r li%e co&rse. 6&t the a!!roach is smart'and the answers can be clari%#in$.

Meas&re <o&r S!irit.

In m# research I/"e enco&ntered two sel%,assessments that hel! meas&re *&alities and attit&des associated with Meanin$. Neither o% these instr&ments meas&res e-actl# what I mean b# the el&si"e abilit# o% Meanin$. 6&t both are interestin$ &se%&l and worth e-!lorin$. The %irst comes %rom )r. Ral!h Piedmont o% 7o#ola .olle$e in Mar#land who/s de"elo!ed what he calls the S!irit&al Transcendence Scale. It/s m&ch like the other assessments I/"e mentioned in earlier Port%olios. <o& answer a series o% *&estions'and when #o&/re thro&$h #o& tall# &! #o&r score based on #o&r res!onses. Piedmont sa#s that !eo!le hi$h on ST belie"e that there is a lar$er !lan and meanin$ to li%e somethin$ be#ond o&r mortal e-istence5. Those low on ST are more concerned with the material as!ects o% li%e and see no lar$er meanin$ to li%e other than what li%e o%%ers in the here and now.0 8More in%oM www.e"er$reen.lo#ola.ed&O\r!iedmontOSTSR.htm9 The second sel%,test called the Inde- o% .ore S!irit&al E-!erience 8INSPIRIT9 is the work o% )r. Kared >ass o% 7esle# .olle$e in Massach&setts. It meas&res #o&r s!irit&al e-!erience as well as #o&r o"erall sense o% well,bein$'and then assesses how the two intersect. For instance when I took the test I was told <o& ha"e a health# sense o% well,bein$ b&t s!irit&alit# ma# not be a stron$ contrib&tor.0 A$ain this test isn/t the be,all o% sel%,&nderstandin$. 6&t it can let #o& know how m&ch s!irit&alit# !la#s a role in #o&r o"erall ha!!iness. 8More in%oM www.tin#&rl.comOAs(@&9

6&t O&t.
)o #o& know what wo&ld make #o&r li%e more meanin$%&l #et #o& %ind #o&rsel% st#mied b# the obstacles standin$ in #o&r wa#T 6reak thro&$h those roadblocks with this sim!le e-ercise. .om!ile a list o% some o% the im!ortant chan$es #o&/d like to make in #o&r li%e and what/s kee!in$ #o& %rom reali(in$ them. I/d like to s!end more time with m# %amil# b&t I tra"el a lot %or m# +ob. I/d like to eat better b&t I/m s&rro&nded at work b# s&$ar# snacks. I/d like to read more b&t I rarel# ha"e time when I can sit down with a book. Now $o back to each item and re!lace the word b&t with the word and. I/d like to s!end more time with m# %amil# and I tra"el a lot %or m# +ob. So I need to %ind wa#s to brin$ m# %amil# alon$ d&rin$ some o% m# tra"els. I/d like to eat better and I/m s&rro&nded at work b# s&$ar# snacks. So I need to !ack m# own s&!!l# o% more health%&l snacks to red&ce m# tem!tation to eat the bad st&%%.

I/d like to read more and I rarel# ha"e time when I can sit down with a book. So I need to $et books on ta!e that I can listen to in the car or at the $#m. E-chan$in$ and %or b&t can mo"e #o& o&t o% e-c&se,makin$ mode and into !roblem,sol"in$ mode. It/s $rammar/s wa# o% sa#in$ deal with this.0 And i% this techni*&e %ailsT <o& can alwa#s sa# I wanted to make chan$es in m# li%e b&t that e-ercise in Pink/s book didn/t hel! me eno&$h.0

Take a Sabbath.
Select one da# a week and remo"e #o&rsel% %rom the maw. Sto! workin$. )on/t answer #o&r email. I$nore #o&r "oice mail. T&rn o%% #o&r mobile !hone. Most Western reli$ions ha"e established a Sabbath'the se"enth da# o% the week'as a time o% !eace re%lection and !ra#er. Whate"er #o&r %aith consider e-!erimentin$ with this !ractice. 8And this need not be reli$io&s at all. Sec&lar Sabbaths can be e*&all# re,ener$i(in$.9 For $&idance check o&t Wa#ne M&ller/s book SabbathM Findin$ Rest Renewal and )eli$ht in O&r 6&s# 7i"es. I% committin$ to this weekl# rit&al isn/t ri$ht %or #o& consider M&ller/s alternati"eM .hoose one common act d&rin$ #o&r da# to ser"e as a Sabbath !a&se.0 Whene"er #o& sa# $ras! a doorknob or reach %or the tele!hone sim!l# sto! take three mind%&l breaths and then $o thro&$h the door or answer the !hone.0 Sabbaths howe"er momentar# can be im!ortant !&nct&ation marks in b&s# li"es.

Read These 6ooks.


Recommendin$ books abo&t meanin$ is di%%ic&lt. M&ch o% the world/s $reat literat&re and reli$io&s te-ts tackle the to!ic o% what meanin$ is and how to %ind it. So the %ollowin$ book recommendations don/t tr&m! $reat no"els or sacred te-ts. Read the Sermon on the Mo&nt sections o% the Torah and !arts o% the >oran too i% #o&/d like. 6&t %or more sec&lar contem!orar# and !rescri!ti"e $&ides to meanin$ consider an# o% these %ine books. Man/s Search %or Meanin$ b# =iktor Frankl'Sim!l# one o% the most im!ortant books #o&/ll e"er read. A&thentic 4a!!iness b# Martin E. P. Seli$man'It astonishes me that more !eo!le ha"en/t read this book and absorbed its lessons. It/s an ideal introd&ction to !ositi"e !s#cholo$# and contains all sorts o% e-ercises to hel! #o& !&t the %indin$s into action in #o&r own li%e. 8More in%oM www.a&thenticha!!iness.or$.9 Flow b# Mihal#i .siks(entmihal#i'Flow 0 when #o&/re so absorbed and enthralled in an acti"it# that #o& lose #o&r sense o% time and !lace is an im!ortant com!onent o% the a!tit&de o% Meanin$. This book is #o&r $&ide.

What Sho&ld I )o with M# 7i%eT b# Po 6ronson'That/s a *&estion all o% &s ha"e asked o&rsel"es'and it/s one that 6ronson $ot h&ndreds o% !eo!le aro&nd the 3nited States to ask themsel"es. 4e ret&rned with a tro"e o% mo"in$ ins!irin$ and insi$ht%&l stories. Mind%&lness b# Ellen 7an$er'Too man# o% &s st&mble thro&$h li%e mindlessl# sa#s 4ar"ard !ro%essor 7an$er. We/re st&ck in ro&tines and &naware o% o&r s&rro&ndin$s. 6reakin$ o&t o% that mindset she sa#s can be the !athwa# to creati"it# and meanin$. The Art o% 4a!!iness b# 4is 4oliness the )alai 7ama and 4oward .. .&tler M.).'The )alai 7ama "isits with !h#sician .&tler'and in a series o% inter"iews e-!lains his !hiloso!h# o% li%e and e-!ands on his idea that the "er# !&r!ose o% li%e is to seek ha!!iness.0 Two related books are also e-cellentM The Art o% 4a!!iness at Work another )alai 7amaV.&tler collaboration e-tends 6&ddhist ha!!iness !rinci!les into the o%%ice. )estr&cti"e Emotions is a %ascinatin$ scienti%ic dialo$&e0 with the )alai 7ama that )aniel ;oleman cond&cted d&rin$ a Mind and 7i%e con%erence in HCCC.

=isit a 7ab#rinth.
I/"e tried meditatin$'and did a !rett# bad +ob o% it. I/"e considered #o$a b&t 8!h#sicall# at least9 I/m not "er# %le-ible. 4owe"er I/"e %o&nd lab#rinths to be s&r!risin$l# addictin$'so m&ch so that I/d consider installin$ one in some %&t&re back#ard. The ad"anta$e to me'short attention s!an inabilit# to sit still'is that lab#rinths re*&ire mo"ement. And mo"in$ meditation can be calmin$ and centerin$. To %ind a lab#rinth start with these Web sitesM The Worldwide 7ab#rinth wwll."eriditas.lab#rinthsociet#.or$ 4ere #o& can t#!e in #o&r cit# and co&ntr#'and %ind the lab#rinths nearest to #o&. 7ocator

The 7ab#rinth Societ# www.lab#rinthsociet#.or$ >nown as T7S this $ro&! o!erates a site with a wealth o% in%ormation on lab#rinths. The site also has its own shorter list o% lab#rinths as well as a %ew ni%t# "irt&al lab#rinths. 7ab#rinthos www.lab#rinthos.net A 6ritish reso&rce center %or all thin$s lab#rinthine and a $ood so&rce %or lab#rinths in the 3nited >in$dom.

To learn more abo&t lab#rinths two books are worth !er&sin$M Walkin$ a Sacred Path b# 7a&ren Artress and the !hoto,hea"# 7ab#rinths and Ma(es b# ;erman !hoto$ra!her K&r$en 4ohm&th. I% #o& end &! catchin$ the lab#rinth b&$ #o& can %ind all sorts o% !ortable lab#rinths and lab#rinth constr&ction kits. One o% the best Web sites %or s&ch !rod&cts is the 7ab#rinth .om!an# 8www.lab#rinthcom!an#.com9 which desi$ned the lab#rinth I walked at Kohns 4o!kins. I% #o&/re not read# to !low a &nicirc&lar !athwa# into #o&r lawn consider a wooden %in$er lab#rinth0'a !alm or la!si(ed item in which #o& walk0 the lab#rinth b# tracin$ the $roo"ed !aths with #o&r %in$er. The#/re oddl# soothin$ and don/t re*&ire lea"in$ #o&r home or o%%ice. 8More in%oM www.rela-Fli%e.com9

.heck <o&r Time.


Most o% &s can rattle o%% the thin$s we consider most im!ortant. 6&t does the realit# o% o&r dail# li"es match the rhetoric o% o&r dee!est as!irationsT Find o&t with this e-ercise a %a"orite o% li%e coaches and time mana$ement $&r&s. First make a short list o% what is most im!ortant to #o&M the !eo!le the acti"ities and the "al&es. Pare the list to ten or %ewer items. Ne-t take #o&r P)A da# !lanner or that %ree calendar %rom #o&r ins&rance $&#'and e-amine how #o&/"e s!ent #o&r time in the !ast week and month. 4ow man# ho&rs can #o& assi$n to each o% the li%e !riorities #o& identi%iedT Where ha"e #o& s&ccess%&ll# ali$ned #o&r "al&es with #o&r timeT Where do #o& %ind $a!s between what #o& !reach and what #o& act&all# !racticeT This e-ercise can kee! #o& honest and hel! #o& steer #o&r da#s toward a more meanin$%&l li%e.

)edicate <o&r Work.


7ook at the !a$e immediatel# be%ore the Table o% .ontents in this book. 8;o on. I/ll wait. 9 <o&/ll %ind as #o& will in man# other books a dedication. 6&t wh# sho&ld a&thors ha"e all the %&nT Wh# can/t e"er#one'mana$ers sales!eo!le n&rses e"en acco&ntants'dedicate their work to someone elseT I $ot this idea %rom Naomi E!el/s The Obser"ation )eck which was also the so&rce o% a Port%olio item in .ha!ter @. E!el writes I once heard )ann# ;lo"er sa# that he dedicates e"er# !er%ormance to someone'it mi$ht be Nelson Mandela or the old man who $&ards the sta$e door'b&t he is alwa#s workin$ %or someone other than himsel%. This %oc&s $i"es his actin$ !&r!ose and makes his work rich.0 <o& can do the same. )edicate #o&r own work'a !resentation a sales call a re!ort'to someone #o& admire or who matters in #o&r li%e. <o& can in%&se #o&r work with !&r!ose and meanin$ when #o& think o% it as a $i%t.

Pict&re <o&rsel% at Ninet#.


7on$e"it# is increasin$'and man# o% &s will now li"e into o&r nineties. Set aside a hal% ho&r to !ict&re #o&rsel% at a$e ninet# and to !&t #o&rsel% in the mind o% ninet#,#ear,old #o&. What does #o&r li%e look like when #o& "iew it %rom that "anta$e !ointT What ha"e #o& accom!lishedT What ha"e #o& contrib&tedT What are #o&r re$retsT This isn/t an eas# e-ercise'neither intellect&all# nor emotionall#. 6&t it can be enormo&sl# "al&able. And it can hel! #o& satis%# one o% =iktor Frankl/s most !ower%&l im!erati"esM 7i"e as i% #o& were li"in$ %or the second time and had acted as wron$l# the %irst time as #o& are abo&t to act now.0

AFTERWOR)

W e/"e co"ered a lot o% $ro&nd to$ether. And I ho!e #o&r e-!erience readin$ A Whole New
Mind has been as en+o#able as mine writin$ it. As #o& !re!are to ste! into the .once!t&al A$e let me lea"e #o& with some !artin$ tho&$hts. As I e-!lained in .ha!ter ? #o&r %&t&re will de!end on #o&r answers to three *&estions. In this new era each o% &s m&st look care%&ll# at what we do and ask o&rsel"esM These three *&estions will mark the %a&lt line between who $ets ahead and who $ets le%t behind. Indi"id&als and or$ani(ations that %oc&s their e%%orts on doin$ what %orei$n knowled$e workers can/t do chea!er and com!&ters can/t do %aster as well as on meetin$ the aesthetic emotional and s!irit&al demands o% a !ros!ero&s time will thri"e. Those who i$nore these three *&estions will str&$$le. In the time since I com!leted m# man&scri!t two sets o% economists ha"e !rod&ced st&dies that s&!!ort this book/s central idea. W. Michael .o- and Richard Alm o% the Federal Reser"e 6ank in )allas ha"e e-amined ten #ears o% em!lo#ment data and disco"ered that the lar$est $ains ha"e been in +obs that re*&ire !eo!le skills and emotional intelli$ence0 8%or e-am!le re$istered n&rses9 and ima$ination and creati"it#0 8%or e-am!le desi$ners9. Frank 7e"# o% the Massach&setts Instit&te o% Technolo$# and Richard M&rnane o% 4ar"ard 3ni"ersit# ha"e !&blished an e-cellent book The New )i"ision o% 7aborM 4ow .om!&ters Are .reatin$ the Ne-t Kob Market in which the# ar$&e that com!&ters are in the !rocess o% obliteratin$ ro&tine work. The arri"al o% deskto! P.s and the a&tomation o% b&siness !rocesses the# sa# ha"e hei$htened the "al&e o% two cate$ories o% h&man skills. The %irst is what the# call e-!ert thinkin$'sol"in$ new !roblems %or which there are no ro&tine sol&tions.0 The other is com!lecomm&nication'!ers&adin$ e-!lainin$ and in other wa#s con"e#in$ a !artic&lar inter!retation o% in%ormation.0 It seems clear then that the .once!t&al A$e is dawnin$ and that those who ho!e to s&r"i"e in it m&st master the hi$h,conce!t hi$h,to&ch abilities I/"e described. This sit&ation !resents both !romise and !eril. The !romise is that .once!t&al A$e +obs are e-ceedin$l# democratic. <o& don/t need to desi$n the ne-t cell !hone or disco"er a new so&rce o% renewable ener$#. There will be !lent# o% work not +&st %or in"entors artists and entre!rene&rs b&t also %or an arra# o% ima$inati"e emotionall# intelli$ent ri$ht,brain !ro%essionals %rom co&nselors to massa$e thera!ists to schoolteachers to st#lists to talented sales!eo!le. What/s more as I/"e tried to make clear the abilities #o&/ll need')esi$n Stor# S#m!hon# Em!ath# Pla# and Meanin$'are %&ndamentall# h&man attrib&tes. The# are thin$s we do o&t o% a sense o% intrinsic moti"ation. The# reside in all o% &s and need onl# be n&rt&red into bein$. The !eril is that o&r world mo"es at a %&rio&s !ace. .om!&ters and networks $row %aster and more interconnected each da#. .hina and India are becomin$ economic behemoths. Material ab&ndance in the ad"anced world contin&es to $row. That means that the $reatest rewards will $o to those who mo"e %ast. The %irst $ro&! o% !eo!le who de"elo! a whole new mind who master hi$h,conce!t and hi$h,to&ch abilities will do e-tremel# well. The rest'those who mo"e slowl# or not at all'ma# miss o&t or worse s&%%er. The choice is #o&rs. This new a$e %airl# $litters with o!!ort&nit# b&t it is as &nkind to the slow o% %oot as it is to the ri$id o% mind. I ho!e this book !ro"ides #o& with the ins!iration and the

tools #o&/ll need to make #o&r +o&rne#. I/d like to hear abo&t #o&r e-!eriences. I% #o& ha"e a stor# to tell or an e-ercise to recommend let me know. <o& can reach me at d!!]dan!ink.com. Meantime thanks %or readin$. ;ood l&ck in the a$e o% art and heart. )ANIE7 4. PIN> Washin$ton )... 3.S.A.

NOTES
INTRO)3.TION B.To m# knowled$e the ori$inator o% the term hi$h to&ch0 is Kohn Naisbitt who %irst &sed it in his BGIH book Me$atrends to describe the common historic reaction to technolo$ical ad"ances. Whene"er new technolo$# is introd&ced into societ# 0 Naisbitt wrote there m&st be a co&nterbalancin$ h&man res!onse'that is hi$h to&ch'or the technolo$# is re+ected.0 Altho&$h I/m &sin$ the term in a di%%erent sense I want to make clear that I did not coin the term and that I/m indebted to Naisbitt %or addin$ it to the world/s c&lt&ral "ocab&lar#. .4APTER BM RI;4T 6RAIN RISIN; B.As it t&rned o&t the task o% clickin$ the b&ttons and matchin$ the e-!ressions was not central to the act&al research. Those e-ercises were desi$ned mostl# to ens&re that s&b+ects were !a#in$ attention to the !hotos. H.Flo#d E. 6loom M.). M. Flint 6eal M.). )a"id K. >&!%er M.). The )ana ;&ide to 6rain 4ealth 8Free Press HCC?9 BF HI IAP S&san ;reen%ield The 4&man 6rainM A ;&ided To&r 8Weiden%eld W Nicholson BGG@9 HI. ?.Nicholas Wade Ro$er S!err# a Nobel Winner %or 6rain St&dies )ies at IC 0 New <ork Times 8A!ril HC BGGF9. F.6ett# Edwards The New )rawin$ on the Ri$ht Side o% the 6rain 8TarcherOP&tnam BGGG9 F. A.Robert Ornstein The Ri$ht MindM Makin$ Sense o% the 4emis!heres 84arco&rt 6race W .om!an# BGG@9 H. L.6loom et al. I. @.Eric A. 4a"elock The M&se 7earns to WriteM Re%lections on Oralit# and 7iterac# %rom Anti*&it# to the Present 8<ale 3ni"ersit# Press BGII9 BBCVBB@. I.Neil R. .arlson Ph#siolo$# o% 6eha"ior Ei$hth Edition 8All#n and 6acon HCCF9 IFVIA. G.Ibid. FI. BC..hris McMan&s Ri$ht 4and 7e%t 4andM The Ori$ins o% As#mmetr# in 6rains 6odies Atoms and .&lt&res 84ar"ard 3ni"ersit# Press HCCH9 BIB. BB.See Ornstein ?@. Another e-am!leM Ka!anese &se both a !honetic scri!t 8kana9 and a !icto$ra!hic scri!t 8kan+i9. Research shows that kana is better !rocessed in the le%t hemis!here while kan+i is better handled b# the ri$ht.0 See Ornstein FB. BH.Ornstein BFC. B?..arlson IFVIA. BF.Kerre 7e"#,A$resti and R. W. S!err# )i%%erential Perce!t&al .a!acities in Ma+or and Minor 4emis!heres 0 Proceedin$s o% the National Academ# o% Sciences 8"ol. LB BGLI9. BA.This meta!hor is not mine. I/"e heard it %rom ne&roscientists b&t none o% them seems to know who came &! with this delicio&s !hrase. BL.Ahmad 4ariri et al. The Am#$dala Res!onse to Emotional Stim&liM A .om!arison o% Faces and Scenes 0 Ne&roIma$e B@ 8HCCH9 HB@VHH?. See also Eli(abeth A. Phel!s et al. Acti"ation o% the 7e%t Am#$dala to a .o$niti"e Re!resentation o% Fear 0 Nat&re Ne&roscience 8A!ril HCCB9. B@.Pa&l Ekman Emotions Re"ealedM Reco$ni(in$ Faces and Feelin$s to Im!ro"e .omm&nication and Emotional 7i%e 8Times 6ooks HCC?9 B?. BI.McMan&s BI?VIF. .4APTER HM A63N)AN.E ASIA AN) A3TOMATION

B.)r&cker %irst disc&sses the broad conce!t o% knowled$e work0 in his BGAG book The 7andmarks o% Tomorrow tho&$h his %irst a!!arent &se o% the term is in Peter )r&cker The Ne-t )ecade in Mana$ement 0 )&n/s Re"iew and Modern Ind&str# @F 8)ecember BGAG9. For the !ara$ra!h/s %irst *&otation I/"e relied on the alwa#s e-cellent work o% Richard )onkin and his October ?C HCCH Financial Times article Em!lo#ees as In"estors.0 The second and third *&otations come %rom Peter )r&cker The A$e o% Social Trans%ormation 0 Atlantic Monthl# 8No"ember BGGF9. For some o% )r&cker/s latest tho&$hts on the s&b+ect see Peter )r&cker The Ne-t Societ# 0 The Economist 8No"ember B HCC?9 in which he de%ines knowled$e workers as !eo!le with considerable theoretical knowled$e and learnin$M doctors law#ers acco&ntants chemical en$ineers.0 H.Sta!les HCC? Ann&al Re!ortP Sta!les .or!orate O"er"iew 8a"ailable at www.cor!orate, ir.netOire#eOirZsite.(htmlTticker^PRZGLHFFWscri!t^HBCC9P PETsMART Re!orts Second X&arter HCC? Res&lts 0 PetSmart HCC? Ann&al Re!ort 8A&$&st HI HCC?9. ?.;re$$ Easterbrook The Pro$ress Parado-M 4ow 7i%e ;ets 6etter While Peo!le Feel Worse 8Random 4o&se HCC?9 L. Easterbrook/s smart book also contains a collection o% other statistics that con%irm the shi%t %rom scarcit# to ab&ndance. F.)ata are %rom the 3.S. 6&rea& o% Trans!ortation Statistics/ HCCB National 4o&sehold Tra"el S&r"e# a"ailable at www.bts.$o". A.Kohn )e ;raa% )a"id Wann and Thomas 4. Na#lor A%%l&en(aM The All,.ons&min$ E!idemic 86errett,>oehler P&blishers Inc. HCCH9 ?H. See also data at www.sel%stora$e.or$. L.Poll# 7a6arre 4ow to 7ead a Rich 7i%e 0 Fast .om!an# 8March HCC?9. @.=ir$inia Postrel The S&bstance o% St#leM 4ow the Rise o% Aesthetic =al&e Is Remakin$ .&lt&re .ommerce and .onscio&sness 84ar!er.ollins HCC?9. More PostrelM 6&t more im!ortant aesthetics is also becomin$ more !rominent relati"e to other $oods. When we decide how ne-t to s!end o&r time or mone# considerin$ what we alread# ha"e and the costs and bene%its o% "ario&s alternati"es :look and %eel/ is likel# to to! o&r list. We don/t want more %ood or e"en more resta&rant meals'we/re alread# ma-ed o&t. Instead we want tastier more interestin$ %ood in an a!!ealin$ en"ironment. It/s a mo"e %rom !h#sical *&antit# to intan$ible emotional *&alit#.0 I.Andrew )elbanco The Real American )reamM A Meditation on 4o!e 84ar"ard 3ni"ersit# Press BGGG9 BB?. G.Robert William Fo$el The Fo&rth ;reat Awakenin$ and the F&t&re o% E$alitarianism 83ni"ersit# o% .hica$o Press HCCC9 ?. BC.Wa- 6&ild&! 0 American )emo$ra!hics 8March HCCH9. BB.Rachel >onrad Kob E-!orts Ma# Im!eril 3.S. Pro$rammers 0 Associated Press 8 K&l# B? HCC?9. BH.Panka+ Mishra IndiaM On the )ownswin$ o% So%tware O&tso&rcin$ 0 Asia .om!&ter Weekl# 8 Kan&ar# B? HCC?9. B?.>ho(em Merchant ;E .ham!ions India/s World .lass Ser"ices 0 Financial Times 8K&ne ? HCC?9. BF.Am# Waldman More :.an I 4el! <o&T/ Kobs Mi$rate %rom 3.S. to India 0 New <ork Times 8Ma# BB HCC?9P Koanna Slater .allin$ India5Wh# Wall Street Is )ialin$ O"erseas %or Research 0 Wall Street Ko&rnal 8October H HCC?9. BA.Pete En$ardio Aaron 6ernstein and Man+eet >ri!lani Is <o&r Kob Ne-tT0 6&siness Week 8Febr&ar# ? HCC?9P Merchant ;E .ham!ions0 S&n .hie% to Woo India in So%tware War 0 Re&ters 8March F HCC?9P Eric A&chard One in BC Tech Kobs Ma# Mo"e O"erseas Re!ort Sa#s 0 Re&ters 8K&l# ?C HCC?9P Ste"en ;reenho&se I.6.M. E-!lores Shi%t o% White,.ollar Kobs O"erseas 0 New <ork Times 8 K&l# HH HCC?9P 6r&ce Einhorn 4i$h Tech in .hina 0 6&siness

Week 8October HI HCCH9. BL.En$ardio et al. Is <o&r Kob Ne-tT0. B@.A&chard One in BC Tech Kobs0 O&tso&rcin$ to 3s&r! More 3.S. Kobs 0 .NET News.com 8A&$&st ?B HCC?9P Pa&l Ta#lor O&tso&rcin$ o% IT Kobs Predicted to .ontin&e 0 Financial Times 8March B@ HCCF9. BI.Kohn .. Mc.arth# with Am# )ash 4eather 7iddell .hristine Ferr&si Ross and 6r&ce ). Temkin ?.? Million 3.S. Ser"ices Kobs to ;o O%%shore 0 Forrester Research 6rie% 8No"ember BB HCCH9P Mark ;on$lo%% `3.S. Kobs K&m!in$ Shi! 0 .NNOMone# 8March B? HCC?9. BG.;eor$e Monbiot The Fli$ht to India 0 ;&ardian 8October HB HCC?9P Mo&mita 6akshi O"er B Million Kobs in E&ro!e Mo"in$ O&t 0 The 4ind& 8Se!t. ? HCCF9. HC.`Not So Smart 0 Economist 8Kan&ar# ?C HCC?9. HB.R&d# .helminski This Time It/s Personal 0 Wired 8October HCCB9. HH.Robert Ri((o )ee! K&nior and >as!aro" Pla# to a )raw 0 .hess 7i%e K&ne HCC?9. H?.Ste"en 7e"# Man "s. MachineM .heckmate 0 Newsweek 8K&l# HB HCC?9. HF.A similar !attern occ&rred the #ear be%ore when another chess cham!ion =ladimir >ramnik !la#ed another com!&ter )ee! Frit( in a Persian ;&l% contest that !romoters d&bbed 6rains in 6ahrain.0 >ramnik went into the si-th $ame with a lead b&t at a critical +&nct&re instead o% !la#in$ a con"entional mo"e >ramnik attem!ted one that he %elt was more creati"e and aesthetic. The %ool. It cost him the $ame'and &ltimatel# the match. Said >ramnik o% his loss At least I !la#ed like a man.0 )aniel >in$ >ramnik and Frit( Pla# to a Stando%% 0 .hess 7i%e 8Febr&ar# HCC?9. HA..helminski This Time It/s Personal.0 HL.Pa&l 4o%%man Who/s 6est at .hessT For Now It/s Neither Man Nor Machine 0 New <ork Times 8Febr&ar# I HCC?9. H@.The 6est and the 6ri$htest 0 Es*&ire 8)ecember HCCH9. HI.So%tware That Writes So%tware 0 F&t&rist 3!date 8March HCC?9. HG.7a&ra 7andro ;oin$ Online to Make 7i%e,and,)eath )ecisions 0 Wall Street Ko&rnal 8October BC HCCH9. ?C.7a&ra 7andro Please ;et the )octor Online Now 0 Wall Street Ko&rnal 8Ma# HH HCC?9P Patient 4eal Th#sel% 0 Wired 8A!ril HCCB9. ?B.Kenni%er I. 7ee )ot,.om Es*&ireM 7e$al ;&idance 7aw#er O!tional 0 New <ork Times 8Febr&ar# HH HCCB9. .4APTER ?M 4I;4 .ON.EPT 4I;4 TO3.4 B.As I e-!lained in the Introd&ction I belie"e Kohn Naisbitt coined the term hi$h to&ch 0 tho&$h he &sed it to describe a di%%erent !henomenon. H.4ilar# Waldman Art W ArteriesM E-aminin$ Paintin$s Medical St&dents 7earn to 6e More Obser"ant )octors 0 4art%ord .o&rant March B HCCC9P Mike Anton Addin$ a )ose o% Fine Arts 0 7os An$eles Times 8Ma# HF HCC?9. ?.<&miko Ono Rethinkin$ 4ow Ka!anese Sho&ld Think Wall Street Ko&rnal 8March HA HCCH9P Anthon# Faiola Ka!an/s Em!ire o% .ool 0 Washin$ton Post 8)ecember H@ HCC?9P ;eo%%re# A. Fowler Astro6o# Flies A$ain 0 Wall Street Ko&rnal 8 Kan&ar# BA HCCF9. F.)ann# 4akim An Artiste In"ades Stod$# ;.M.P )etroit Wonders i% the :3ltimate .ar ;&#/ .an Fit In0 New <ork Times 8October BG HCCB9P )ann# 4akim ;.M. E-ec&ti"e PreachesM Sweat the Smallest )etails 0 New <ork Times 8 Kan&ar# A HCCF9 A.Kohn 4awkins The .reati"e Econom#M 4ow Peo!le Make Mone# %rom Ideas 8Allen 7aneOThe Pen$&in Press HCCB9 IL. =ir$inia Postrel The S&bstance o% St#leM 4ow the Rise o% Aesthetic =al&e Is Remakin$ .&lt&re .ommerce and .onscio&sness 84ar!er.ollins HCC?9 B@. L.HCCH National .ross,Ind&str# Estimates o% Em!lo#ment and Mean Ann&al Wa$e %or SO.

Ma+or Occ&!ational ;ro&!s 0 Occ&!ational Em!lo#ment Statistics Pro$ram 6&rea& o% 7abor Statistics a"ailable at www.bls.$o"OoesOhome.htm. @.Richard Florida The Rise o% the .reati"e .lassM And 4ow It/s Trans%ormin$ Work 7eis&re .omm&nit# and E"er#da# 7i%e 86asic 6ooks HCCH9 ?HI. To his credit Florida has rein"i$orated the debate abo&t &rban !lannin$ in America. 4owe"er his a!!ealin$ "ision o% economic de"elo!ment thro&$h brew!&bs and lo%t a!artments has also been ro&ndl# critici(ed. Some commentators score him %or e-cl&din$ lar$e !o!&lation se$ments most notabl# racial minorities and co&!les with children. Others claim his data don/t s&!!ort his ar$&ments. M# "iew is that he/s !er%ormed a "al&able !&blic ser"ice merel# b# s!arkin$ disc&ssion on this to!ic. I.4awkins .reati"e Econom# BBLP K&stin Parkinson The )awn o% .reati"it#T0 66. News Online 8 K&ne HF HCC?9. G.Remarks o% )aniel ;oleman 4&man Reso&rce Plannin$ Societ# Ann&al Meetin$ Miami 6each Florida 8March H@ HCCH9. BC.Adam ). )&thie F&t&re SAT Ma# Test .reati"it# 0 6ad$er 4erald "ia 3ni"ersit# Wire 8March ? HCC?9P Rebecca Winters Testin$ That Ke Ne Sais X&oi 0 Time 8October H@ HCC?9P Robert K. Sternber$ The Other Three R/sM Part Two Reasonin$ 0 American P#scholo$ical Association Monitor 8A!ril HCC?9. BB.Arlene Weintra&b N&rsin$M On the .ritical 7ist 0 6&siness Week K&ne ? HCCH9. BH.Koel Stein K&st Sa# Om 0 Time 8A&$&st F HCC?9P Richard .orliss The Power o% <o$a 0 Time 8A!ril HB HCCB9P Mark Nollin$er T= ;oes with ;od 0 T= ;&ide 8Kan&ar# HF HCCF9 B?.Sandra Timmerman The El&si"e 6ab# 6oomer MarketM In Search o% the Ma$ic Form&la 0 Ko&rnal o% Financial Ser"ice Pro%essionals 8Se!tember HCC?9. BF.Pa&l 4. Ra# and Sherr# R&th Anderson The .&lt&ral .reati"esM 4ow AC Million Peo!le Are .han$in$ the World 8Three Ri"ers Press HCCC9 A BB BH. .4APTER FM )ESI;N B.Kohn 4eskett Tooth!icks and 7o$osM )esi$n in E"er#da# 7i%e 8O-%ord 3ni"ersit# Press HCCH9 B. H.=ir$inia Postrel The S&bstance o% St#le 84ar!er.ollins HCC?9 BL. ?.Pricin$ 6ea&t#M Re%lections on Aesthetics and =al&e An Inter"iew with =ir$inia Postrel 0 ;ain H.C AI;A 6&siness and )esi$n .on%erence American Instit&te o% ;ra!hic Arts 8Se!tember HCCH9. F.4eskett IG. A.3.S. 6ans Time,4ono&red T#!e%ace 0 A$ence France,Presse 8Kan&ar# ?C HCCF9. L.Kason Tan( From )rab to Fab 0 Fort&ne 8)ecember I HCC?9. @.X&oted in Re,ima$ineR 6&siness E-cellence in a )isr&!ti"e A$e 8)orlin$ >indersle# 7imited HCC?9 B?F. I.Kohn 4owkins The .reati"e Econom#M 4ow Peo!le Make Mone# %rom Ideas 8Allen 7aneOThe Pen$&in Press HCC?9 GA. G.)esi$n .o&ncil 3> )esi$n in 6ritain HCC?VCF 0 G. A"ailable at www.desi$n,co&ncil.or$.&k. BC.Kean,7eon 6o&chenaire Steerin$ the 6rand in the A&to Ind&str# 0 )esi$n Mana$ement Ko&rnal 8Winter HCC?9. BB..hris 6an$le The 3ltimate .reati"it# MachineM 4ow 6MW T&rns Art into Pro%it 0 4ar"ard 6&siness Re"iew 8Kan&ar# HCCB9. BH.>e"in Na&$hton )etroit/s 4ot 6&ttons 0 Newsweek 8Kan&ar# BH HCCF9. B?.Ibid. BF..harles .. Mann Wh# BF,<ear,Old Ka!anese ;irls R&le the World 0 <ahooR Internet 7i%e 8A!ril HCCB9. The terms come %rom Ii(&ka. The material inside the !arentheses is %rom Mann/s

e-cellent article. BA..arolina A. Miranda WowR 7o"e <o&r Rin$R0 Time 8Kan&ar# HB HCCF9. BL.Maril#n Elias S&nli$ht Red&ces Need %or Pain Medication 0 3SA Toda# 8March H HCCF9. B@.The =al&e o% ;ood )esi$n 0 re!ort %rom the .ommission %or Architect&re and the 6&ilt En"ironment 8HCCH9 a"ailable at www.cabe.or$.&k. BI..hee Pearlman 4ow ;reen Is M# Architect&re 0 Newsweek October H@ HCC?9P Kohn Ritter 6&ildin$s )esi$ned in a .ool Shade o% :;reen /0 3SA Toda# 8March ?B HCCF9. BG.Peter Ors(a$ and Konathan Ors(a$ Statistical Anal#sis o% Palm 6each =ote0 8No"ember I HCCC9 a"ailable at www.sb$o.com. HC.)ennis .a&chon and Kim )rinkard Florida =oter Errors .ost ;ore the Election 0 3SA Toda# 8Ma# BB HCC?9. .4APTER AM STOR< B.Mark T&rner The 7iterar# MindM The Ori$ins o% Tho&$ht and 7an$&a$e 8O-%ord 3ni"ersit# Press BGGL9 FVA. H.)on Norman Thin$s That Make 3s SmartM )e%endin$ 4&man Attrib&tes in the A$e o% the Machine 8Perse&s BGGF9 BFL. ?.Stor#tellin$ That Mo"es Peo!leM A .on"ersation with Screenwritin$ .oach Robert Mc>ee 0 4ar"ard 6&siness Re"iew 8K&ne HCC?9. F.See Ste"e )ennin$/s Web site www.ste"edennin$.comOinde-.htmP ). Mc.loske# and A. >lamer 8BGGA9. One *&arter o% ;)P is !ers&asion. American Economic Re"iew IA BGBVBGA. A.Ste!hen )ennin$ The S!rin$boardM 4ow Stor#tellin$ I$nites Action in >nowled$e,Era Or$ani(ations 86&tterworth 4eiman HCCB9 -"ii. L.Inter"iew with Richard Oli"ier 0 Fast .om!an# 8October HCCC9. @.Kamie Talan Stor#tellin$ %or )octorsP Medical Schools Tr# Teachin$ .om!assion b# 4a"in$ St&dents Write Abo&t Patients 0 Newsda# 8Ma# H@ HCC?9. I.Rita .haron Narrati"e MedicineM A Model %or Em!ath# Re%lection Pro%ession and Tr&st 0 Ko&rnal o% the American Medical Association 8October B@ HCCB9. G.Ibid. BC.Mike Anton Addin$ a )ose o% Fine Arts 0 7os An$eles Times 8Ma# HF HCC?9. BB..hristine 4a&$hne# .reati"e Writin$M Old 6alm in a New For&m 0 Washin$ton Post 8A&$&st ? HCC?9P Michael 6ond The Word )octor 0 New Scientist 8Kan&ar# BF HCC?9. BH.>atherine S. Man$an 6ehind E"er# S#m!tom a Stor# 0 .hronicle o% 4i$her Ed&cation 8Febr&ar# B? HCCF9. .4APTER LM S<MP4ON< B.Thanks to 6ill Ta#lor and Ron 7ieber %or !ointin$ me to these e-am!les. H.Mihal#i .siks(entmihal#i .reati"it#M Flow and the Ps#cholo$# o% )isco"er# and In"ention 84ar!er.ollins BGGL9 G. ?.Inter"iew with .lement Mok 0 Fast .om!an# 8Kan&ar# HCC?9. F.Nicholas Ne$ro!onte .reatin$ a .&lt&re o% Ideas 0 Technolo$# Re"iew 8Febr&ar# HCC?9. A..siks(entmihal#i @B. L.M. K&n$,6eemna E. M. 6owden K. 4aberman et al. Ne&ral Acti"it# When Peo!le Sol"e =erbal Problems with Insi$ht 0 PloS 6iolo$# 8A!ril HCCF9. @.;eor$e 7ako%% and Mark T&rner More Than .ool ReasonM A Field ;&ide to Poetic Meta!hor 83ni"ersit# o% .hica$o Press BGIG9 HBFVBAP ;eor$e 7ako%% and Mark Kohnson Meta!hors We 7i"e 6# 83ni"ersit# o% .hica$o Press BGIC9 L. I.>eith K. 4ol#oak Mental 7ea!sM Analo$# in .reati"e Tho&$ht 8MIT Press BGGL9 L.

G.Tw#la Thar! The .reati"e 4abitM 7earn It and 3se it %or 7i%e 8Simon and Sch&ster HCC?9 BA@. BC.See ;erald Jaltman 4ow .&stomers Think 84ar"ard 6&siness School Press HCC?9P )aniel 4. Pink Meta!hor Marketin$ 0 Fast .om!an# 8A!ril BGGI9. BB.7ako%% and Kohnson H??. BH..harlotte ;ill )#sle-ics 6ank o% )isabilit# 0 .o&rier Mail 8X&eensland A&stralia9 8October @ HCC?9. B?.Sall# Sha#wit( O"ercomin$ )#sle-ia 8>no!% HCC?9 ?LL. BF.Michael ;erber The Entre!rene&r as a S#stems ThinkerM A Re"ol&tion in the Makin$ 0 Entreworld 8A&$&st B@ HCC?9. See also the work o% Peter Sen$e who hel!ed brin$ s#stems thinkin$0 into the b&siness "ocab&lar#. BA.)aniel ;oleman Workin$ with Emotional Intelli$ence 86antam BGGI9 ??. BL.Sidne# 4arman Mind <o&r Own 6&sinessM A Ma"erick/s ;&ide to 6&siness 7eadershi! and 7i%e 8.&rrenc# )o&bleda# HCC?9 BC. B@.From the mission statement o% the American 4olistic Medical Association a"ailable at www.holisticmedicine.or$. .4APTER @M EMPAT4< B.Ste"en M. Platek et al. .onta$io&s <awnin$M The Role o% Sel%,Awareness and Mental State Attrib&tion 0 .o$niti"e 6rain Research "ol. B@ 8HCC?9 HH?VH@. H.)aniel ;oleman Emotional Intelli$enceM Wh# It .an Matter More Than IX 86antam BGGA9 GLVG@. ?.Richard Restak M.). Mo(art/s 6rain and the Fi$hter PilotM 3nleashin$ <o&r 6rain/s Potential 84armon# 6ooks HCCB9. F.Rowan 4oo!er Readin$ the Mind Thro&$h the Face 0 Ka!an Times 8Ma# HH HCC?9. A.Akiko 6&sch ed. )esi$n Is58Metro!olis 6ooks HCCB9 BCA. L.Pa&l Ekman Emotions Re"ealedM Reco$ni(in$ Faces and Feelin$s to Im!ro"e .omm&nication and Emotional 7i%e 8Times 6ooks HCC?9 HHC. @.Ibid. HCAVHCL. I.Ibid. HHC. G.Kodi 4al!ern From )etached .oncern to Em!ath#M 4&mani(in$ Medical Practice 8O-%ord 3ni"ersit# Press HCCB9. BC.S&san Okie An Act o% Em!ath# 0 Washin$ton Post 8October HB HCC?9. Rachel Jimmerman )octors/ New Tool to Fi$ht 7aws&itsM Sa#in$ :I/m Sorr# /0 Wall Street Ko&rnal 8Ma# BI HCCF9 BB.M. 4o+at et al. Em!ath# in Medical St&dents as Related to Academic Per%ormance .linical .om!etence and ;ender 0 Medical Ed&cation 8K&ne HCCH9. BH.S. >. Fields et al. .om!arisons o% N&rses and Ph#sicians on an O!erational Meas&re o% Em!ath# 0 E"al&ation and the 4ealth Pro%essions 8March HCCF9. B?.Sandra <in WantedM One Million N&rses 0 American )emo$ra!hics 8Se!tember HCCH9P K&lie A!!leb# Pro%essionals Sick o% Old Ro&tine Find 4ealth# Rewards in N&rsin$ 0 3SA Toda# 8A&$&st BL HCCF9. BF.P&blic Rates N&rsin$ as Most 4onest and Ethical Pro%ession 0 ;all&! !ress release 8)ecember B HCC?9. BA.Fran Foo S&r"e#M O&tso&rcin$ Ma# 4it IT .areers 0 .NET News 8K&l# G HCC?9. BL.)a"id ;. M#ers Int&itionM Its Powers and Perils 8<ale 3ni"ersit# Press HCCH9 FL. B@.Simon 6aron,.ohen The Essential )i%%erenceM The Tr&th Abo&t the Male and Female 6rain 86asic 6ooks HCC?9 ?B. BI.M#ers FL. BG.6aron,.ohen B. HC.Ibid. I.

HB.Ibid. A. HH.Ibid. B@L. .4APTER IM P7A< B.)a"id 7. .ollinson Mana$in$ 4&mo&r 0 Ko&rnal o% Mana$ement St&dies 8Ma# HCCH9. H.For more on the term !la# ethic 0 see Pat >ane The Pla# EthicM A Mani%esto %or a )i%%erent Wa# o% 7i"in$ 8Macmillan HCCF9. ?.)i#a ;&lla!alli To )oM Sched&le Meetin$ Pla# with 7e$os 0 Wall Street Ko&rnal 8A&$&st BL HCCH9. F..ollinson Mana$in$ 4&mo&r.0 A.For e-cellent lon$er acco&nts o% the $enesis o% this $ame see Ta! into What/s 4ot 0 6&siness H.C 8A!ril HCC?9 and 6rian >enned# 3ncle Sam Wants <o& 8To Pla# This ;ame9 0 New <ork Times 8K&l# BB HCCH9. L.T. Trent ;e$a- F&ll Metal Ko#stick 0 Newsweek 8October BF HCCH9. @.Essential Facts Abo&t the .om!&ter and =ideo ;ame Ind&str#M HCC? Sales )emo$ra!hics and 3sa$e )ata 8HCC?9 !&blished b# the Interacti"e )i$ital So%tware Association a"ailable at www.idsa.com. I.Ellen Edwards Pl&$ 8the Prod&ct9 and Pla# 0 Washin$ton Post 8Kan&ar# HL HCC?9P )a"id 6rooks O"ersim&lated S&b&rbia 0 New <ork Times Ma$a(ine 8No"ember HF HCCH9P Peter 7ewis The 6i$$est ;ame in Town 0 Fort&ne 8Se!tember BA HCC?9. G.)a"id >&shner The Wrinkled F&t&re o% Online ;amin$ 0 Wired 8K&ne HCCF9P Je" 6orow The ;od%ather 0 Wired 8Kan&ar# HCC?9. BC.Kames S&lli"an )i$ital Art Finds More Than Ko# in Ko#sticks 0 San Francisco .hronicle 8Kan&ar# HH HCCF9. BB.)on Marinelli and Rand# Pa&sch Ed&tainment %or the .olle$e .lassroom 0 .hronicle o% 4i$her Ed&cation 8March BG HCCF9. BH.Kames Pa&l ;ee What =ideo ;ames 4a"e to Teach 3s Abo&t 7earnin$ and 7iterac# 8Pal$ra"e Macmillan HCC?9 HCA. B?.Scott .arlson .an ;rand The%t A&to Ins!ire Pro%essorsT0 .hronicle o% 4i$her Ed&cation 8A&$&st BA HCC?9. BF.;ee GB. BA.Shawn ;reene and )a!hne 6a"elier Action =ideo ;ame Modi%ies =is&al Selecti"e Attention 0 Nat&re 8Ma# HCC?9. BL.St&d#M ;amers Make ;ood S&r$eons 0 .6SNews.com 8A!ril @ HCCF9. B@.;ames at Work Ma# 6e ;ood For <o& 0 66. News 8No"ember BC HCC?9. BI.0St&d# Finds =ideo ;ames ;ood %or Treatin$ Phobias 0 Re&ters 8October B@ HCC?9P Fred ;&terl 6ionic <o&thM Too M&ch In%ormationT 0 Newsweek International 8Se!tember B HCC?9. BG.>enneth Aaron Where Pla# Is Serio&s 6&siness 0 Alban# N< Times 3nion 8)ecember BC HCCH9. HC.Tom 7o%t&s ;amin$ Tries to Shed 6o#s/ .l&b Ima$e 0 MSN6..com 8K&ne B@ HCCF9. HB.Marc >rant( =ideo ;ame .olle$e Is :6oot .am!/ %or )esi$ners 0 3SA Toda# 8)ecember ? HCCH9. HH.Ale- Pham Action Mor!hs into Art 0 7os An$eles Times 8March HL HCCF9. H?.P. Shammi and ). T. St&ss 4&mo&r A!!reciationM A Role o% the Ri$ht Frontal 7obe 0 6rain 8BGGG9 "ol. BHH LL?. HF.Fabio Sala 7a&$hin$ All the Wa# to the 6ank 0 4ar"ard 6&siness Re"iew 8Se!tember HCC?9. HA.Sala 7a&$hin$ All the Wa# to the 6ank.0 HL..ollinson Mana$in$ 4&mo&r.0 H@.Ibid.

HI.Ibid. HG.Thomas A. Stewart 7a&$hter the 6est .ons&ltant 0 4ar"ard 6&siness Re"iew 8Febr&ar# HCCF9. ?C.The headline took its name %rom the !o!&lar Reader/s )i$est col&mn. And the !iece %ollowed in the tradition o% Norman .o&sins an American who o"ercame a li%e,threatenin$ de$enerati"e disease with a sel%,!rescribed re$imen o% "itamin . Mar- 6rothers mo"ies and back e!isodes o% .andid .amera an e-!erience he chronicled in a BG@L New En$land Ko&rnal o% Medicine article and a BG@G book Anatom# o% an Illness. ?B.7. 6erk S. Tan W. Fr# et al. Ne&roendocrine and Stress 4ormone .han$es )&rin$ Mirth%&l 7a&$hter 0 American Ko&rnal o% the Medical Sciences "ol. HGI no. L 8BGIG9 ?GCV?GL. 7. 6erk and S. Tan A Positi"e EmotionM The E&stress Meta!hor. Mirth%&l 7a&$hter Mod&lates Imm&ne S#stem Imm&noc#tes 0 Annals o% 6eha"ioral Medicine "ol. BG no. )CCG 8BGG@ S&!!lement9. ?H.Robert R. Pro"ine 7a&$hterM A Scienti%ic In"esti$ation 8Pen$&in 6ooks HCCB9 HCH. ??.Ibid. BG?. .4APTER GM MEANIN; B.In BGGB when the 7ibrar# o% .on$ress and the 6ook,o%,the,Month .l&b asked readers abo&t the books that had most in%l&enced their li"es Man/s Search %or Meanin$ ranked ninth'on a to!,ten list that incl&ded the 6ible and the 6ook o% Mormon. See Esther 6. Fein 6ook Notes 0 New <ork Times 8No"ember HC BGGB9. H.=iktor Frankl Man/s Search %or Meanin$ 8Washin$ton S*&are Press BGIF9 B?L. ?.Robert William Fo$el The Fo&rth ;reat Awakenin$ and the F&t&re o% E$alitarianism 83ni"ersit# o% .hica$o Press HCCC9 B 8!arentheses in the ori$inal9. F.Frankl BLA. A.In America the Meanin$ o% 7i%e Is on Most Peo!le/s Minds 0 S!irit&alit# W 4ealth 8MarchOA!ril HCCF9. L.Ronald In$lehart Moderni(ation and Postmoderni(ationM .&lt&re Economic and Political .han$e in F? Societies 8Princeton 3ni"ersit# Press BGG@9 F 8!arentheses in the ori$inal9. @.;re$$ Easterbrook The Pro$ress Parado-M 4ow 7i%e ;ets 6etter While Peo!le Feel Worse 8Random 4o&se HCC?9 ?B@. I.Anne McIlro# 4ard,Wired %or ;od 0 ;lobe and Mail 8)ecember L HCC?9. 4owe"er it sho&ld be noted that most o% the meditatin$ monks showed a le%tward shi%t in brain %&nction. Their tho&$ht !rocesses were R,)irected b&t in a ne&rolo$ical sense dominated b# the le%t hemis!here. G.See www.ed$e.or$O*HCC?O. BC.See 4arold ;. >oeni$ et al. 4andbook o% Reli$ion and 4ealth 8O-%ord 3ni"ersit# Press HCCC9P Ke%% 7e"in Ph) ;od Faith and 4ealthM E-!lorin$ the S!irit&alit#,4ealin$ .onncetion 8Kohn Wile# and Sons HCCB9P 4arold ;. >oeni$ S!irit&alit# in Patient .areM Wh# 4ow When and What 8Tem!leton Fo&ndation Press HCCB9P .la&dia >alb Faith W 4ealin$ 0 Newsweek 8No"ember BC HCC?9P Richard Morin .allin$ )r. ;od 0 Washin$ton Post 8K&l# I HCCB9P 6rid$et .oila Findin$ Meanin$ in 7i%e Means ;reater Imm&nit# 0 S!irit&alit# W 4ealth 8Kan&ar#OFebr&ar# HCCF9. BB.>alb Faith W 4ealin$.0 BH.Mar# Kacobs Treatin$ the 6od# and S!irit 0 Washin$ton Post 8Se!tember L HCC?9. B?.Rich >arl$aard The A$e o% Meanin$ 0 Forbes 8A!ril HL HCCF9. BF.Martin E. P. Seli$man A&thentic 4a!!iness 8Free Press HCC?9 BLL. BA.7a&rie ;oodstein Re"i"in$ 7ab#rinths Paths to Inner Peace 0 New <ork Times 8Ma# BC BGGI9. BL.For an e-cellent acco&nt o% the !o!&larit# and desi$n o% modern lab#rinths see K&anita

)&$dale Paths o% 7east Resistance 0 I.). 8MarchOA!ril HCCF9. B@.The 7ab#rinthM A Medie"al Tool %or the Postmodern A$eM An Inter"iew with )r. 7a&ren Artress 0 a"ailable at www. $racecathedral. or$OenrichmentOinter"iewsOintZBGGLBHCL.shtml.

A.>NOW7E);MENTS
A Whole New Mind is the !rod&ct o% a whole lot o% minds. A %ew h&ndred !eo!le answered *&estions lar$e and small and sat %or inter"iews lon$ and short to hel! me sort thro&$h a welter o% ideas and in%ormation. Thanks e"er#one. A %ew %olks howe"er deser"e s!ecial mentionM Ra%e Sa$al#n is sim!l# the %inest literar# a$ent canniest ad"iser and $reatest %riend an a&thor can ha"e. 4e was hel!%&l in e"er# as!ect o% this book. 4e also had the $ood sense to hire Kenni%er ;raham and Am# Rosenthal. Man# thanks to m# editor at Ri"erhead 6ooks .ind# S!ie$el %or co&ntenancin$ m# anal, retenti"e tendencies'and to her assistants S&san Ambler and .harlotte )o&$las %or their bo&ndless !atience. Marc Tetel a ne&roscientist at Wellesle# .olle$e checked and rechecked e"er# sentence I wrote abo&t the brain. 7ittle did I know a *&arter cent&r# a$o that the skinn# kid %rom North .arolina who li"ed down the hall in m# %reshman dorm wo&ld t&rn o&t to be a to!,notch scientist a terri%ic editor and a li%elon$ %riend. 8I% an# mistakes remain the#/re mine'not his.9 A ti! o% the hat as well to Kon A&erbach another %reshman,dormmate,t&rned,ne&roscientist who s&$$ested I $et m# brain scanned at NI4. Tom Peters Seth ;odin and Po 6ronson o%%ered a be"# o% e-cellent editorial and marketin$ ad"ice. )an .harles Kack )onah&e 7esle# Pink Alan Webber and Renee J&ckerbrot read !ortions o% the man&scri!t and made "al&able s&$$estions. Ke%% O/6rien and 6ob .ohn de%tl# shar!ened m# ar$&ments abo&t o&tso&rcin$ and the .once!t&al A$e. Kim .o&dal and S&san E"erett o% .o&dal Partners $a"e this !arcel o% ideas the strikin$ "is&al identit# #o& see on the book +acket and I ho!e lots o% other !laces. .laire =accaro and her team did a sensational +ob desi$nin$ the look and %eel o% the book/s interior. Mark 4ill drew a $reat cartoon. For this !a!erback edition Ke%%re# .&%a&de did a brilliant +ob o% hel!in$ me e-!and the Port%olios. 4is insi$hts %eedback and $ood h&mor were in"al&able. Readers aro&nd the world also o%%ered their s&$$estions %or the !a!erback. I/m $rate%&l %or their contrib&tions and e-tend s!ecial thanks toM >eri Alleton Robert 6allard Arnold 6eekes ;len 6ell Rasm&s 6ertelsen Adam 6latner Sarah 6ro!h# >e"in 6&ck Anand .hhat!ar Patrick .lo&$h Ed )aniel Patti )i$h Mike )ohert# Indra )osan+h .arl ;arant Kerr# ;asche Richard ;erson Sean 4eath 4elen 4e$ener Kim 4&rd 6ill Ke%%re# Kan Ko!son =ictor 7ombardi ;lenn Main Philli! Mar(ella Ste"e Mc.rea Mar# Mi$liorelli >en+i Mori 6rian M&llins Ji" Na"oth Ste"e Neiderha&ser Kimm# Neil Ro$er Parker Michael Pokock# Ste%ani X&ane Peter Ralston 6asil Ro&skas .harlie R&ssell Kohn Sei%%er Mark Selleck Phil Sha!iro )i!ankar S&bba Tina Tecce Nerio =akil )an Ward .olin Warick 7ena West 6ill Wittland Simon <o&n$ and )a"id <orka. As alwa#s m# dee!est $ratit&de is on the home %ront. The Pink kids'So!hia Eli(a and Sa&l'are an endless so&rce o% wonder !ride and h&milit#. Altho&$h the#/re still #o&n$ I/m ha!!# to sa# that the# all seem headed %or hi$h conce!t hi$h to&ch careers'So!hia as a no"elist Eli(a as an art teacher and Sa&l as the o!erator o% a di$$er tr&ck. Then there/s their mom Kessica Anne 7erner who contrib&ted more to this book than she knows. Witho&t her m# mind m# heart and m# li%e wo&ld not be whole.

IN)EY
Ab&ndance era o% and arts and )esi$n and Meanin$ and meta!hor and Pla# and Stor# Achie"ement R,)irected Thinkin$ and Actin$ classes Aesthetic im!erati"e Aesthetics. See also )esi$n A%%ecti"e com!&tin$ A$arawal >iri A$$ressi"e beha"ior "ideo $ames and A$in$ o% !o!&lations A$ric&lt&ral A$e Allen 6arbara .handler Allen Wood# Alm Richard Al!habetic mind Al"are( .hristina Amate&r stat&s Ambide-tro&s ma$a(ine America/s Arm# 8"ideo $ame9 Am#$dalas Analo$# Anal#sis le%t hemis!here and Anal#tical thinkin$ stor#tellin$ and Anderson Sherr# R&th Andro$#no&s minds Animators at 7aw Antonelli Paola A!!li$enics A!tit&de tests A!tit&des essentialP )esi$nP Em!ath#P Meanin$P Pla#P Stor#P S#m!hon# Architect&re and en"ironment Art o% 4a!!iness The )alai 7ama and .&tler Artist,in,residence !ro$rams ArtistsP children as Artress 7a&ren Asenio Anne AsiaM desi$n schools inP knowled$e work inP and M6AsP and s#nthesis AT; 8a%%l&ence technolo$ical !ro$ress $lobali(ation9 Atkinson .li%% 6e#ond 6&llet PointsM 3sin$ Microso%t PowerPoint to .reate Presentations That In%orm Moti"ate and Ins!ire A&thentic 4a!!iness Seli$man A&tism A&tomationP and s#nthesis A&tomobile desi$n A#res Ian Wh# NotTM 4ow to 3se E"er#da# In$en&it# to Sol"e Problems 6i$ and Small

6ab# boomersP and Meanin$ 6an$le .hris 6arnes Khane 6aron,.ohen Simon The Essential )i%%erence 6atcha Maribeth 6a#lis Tre"or 6ea&t# creation o% 6eetho"en/s An"ilM M&sic in Mind and .&lt&re 6en(on 6elle"&e 7iterar# Re"iew 6en(on William 6eetho"en/s An"il 6erk 7ee 6erlin Isaiah The 4ed$eho$ and the Fo- 0 6e#ond 6&llet PointsM 3sin$ Microso%t PowerPoint to .reate Presentations That In%orm Moti"ate and Ins!ire Atkinson 6iblio$ra!h#M Meanin$P Stor# S#m!hon# 6i$,!ict&re thinkin$P .&lt&ral .reati"es and ri$ht,brain hemis!here and 6od# control brain hemis!heres and 6omeisler 6rian 6onnet Kames Stealin$ Fire %rom the ;odsM A )#namic New Stor# Model %or Writers and Filmmakers 6o&ndar# crossers 6rain hemis!heresP di%%erencesP misconce!tions abo&t. See also 7e%t hemis!here o% brainP Ri$ht hemis!here o% brain 6rain ima$in$ !ro+ect NIM4 6rain +o&rnal 6rainstormin$ 6ranson Richard 6ra"erman 7o&ise .helsea .o&rt 6roca Pa&l 6rod# 4oward 6ronson Po What Sho&ld I )o with M# 7i%eT 6&chner )an 6&ck >e"in 6&sinessM bi$,!ict&re thinkin$P and )esi$nP and la&$hterP and Pla#P and s!irit&alit#P and Stor#P "ideo $ames as 6&t0 o&t 6&tter%l# ballots .aesar Sid .allin$ work as .am!bell Kose!hP The 4ero with a Tho&sand Faces .ant# Sean .ards !ersonal "s. mass,!rod&ced .arin$ !ro%essions .ars desi$n o% .artoon ca!tions .ell !hones .4A) 8.harter 4i$h School %or Architect&re and )esi$n9 .han$eM )esi$n andP Stor# and BCA .haron Rita .helsea .o&rt New <ork .it#

.hess com!etition man,machine .hildren la&$hter o% .hina en$ineers .linton 6ill .ole Me$an .olerid$e Sam&el Ta#lor .olle$e st&dents and "ideo $ames .ollins Kim .ollinson )a"id .omedic a!tit&de test .om!&ter $ames. See =ideo $ames .om!&ter ind&str# S#m!hon# and .om!&ter !ro$rammersP Asian .om!&ter ser"ices o&tso&rced to Asia .om!&tersP and Em!ath#P and medical !ractice .once!t&al A$eP )esi$nP ed&cation %orP Em!ath#P essential a!tit&desP Meanin$P !ersonal chan$es Pla#P Stor#P S#m!hon# .once!t&al blendin$ .onte-t&alit#P Stor# and .ontralateralism .or!&s callos&m .o&lehan Kack .o&sins Norman .oworkers em!ath# with .o- W. Michael .,R,A,P,i%# 8contrast re!etition ali$nment !ro-imit#9 .reati"e class .reati"it#P bo&ndar# crossin$ andP and $ender roles .reators .siks(entmihal#i Mihal#P Flow .&lt&ral .reati"es .&stomi(ation o% cons&mer !rod&cts .&tler 4oward .. The Art o% 4a!!iness )alai 7ama 8Ten(in ;a#atso9P The Art o% 4a!!iness )arwin .harles The E-!ression o% the Emotions in Man and Animals )a"idson Richard de Mestral ;eor$es )edicatin$ #o&r work )ee! 6l&e 8I6M s&!ercom!&ter9 )ee! K&nior 8com!&ter9 )elbanco Andrew )emocrac# o% )esi$n )ennin$ Ste"e )enton Eli(abeth )esi$nP Em!ath# and )esi$n detecti"e becomin$ a )esi$n Within Reach 8)WR9 )ialo$&eM The Art o% Thinkin$ To$ether Isaacs )i%%erentiator Stor# as

)i$ital stor#tellin$ )issectin$ a +oke )rawin$ on the Ri$ht Side o% the 6rain Edwards )rawin$ skills )r&cker Peter )&chenne smile )well ma$a(ine )WR 8)esi$n Within Reach9 )#sle-ia Eames .harles and Ra# Powers o% Ten Earnin$s o% international knowled$e workers Easterbrook ;re$$ Eastland Mall Ohio Ea"esdro!!in$ Economist Econom#P Ka!aneseP 7,)irected Thinkin$ andP Stor# andP "ideo $ames and Ed&cationM in )esi$nP in Em!ath#P in $ame art and )esi$nP in Ka!anP medical schools and Edwards 6ett#P)rawin$ on the Ri$ht Side o% the 6rain Einstein Albert Ekman Pa&l Ellis X&inc# Emerson Ral!h Waldo EmotionM Em!ath# andP %acial si$nalsP Stor# and Emotional de"ices Emotional e-!ression ri$ht hemis!here and Emotional intelli$enceP h&mor and Emotional Intelli$ence ;oleman Emotions Re"ealed Ekman Em!athi(ers Em!ath#P .&lt&ral .reati"es andP la&$hter andP medical !ractice andP medical st&dents andP "ideo $ames and Entertainment ind&str#P and s!irit&alit#P "ideo $ames En"ironment )esi$n and E!el Naomi The Obser"ation )eck Essential )i%%erence The 6aron,.ohen Etco%% Nanc# E&reka 8Yero- database9 E&ro!e +obs o&tso&rced to Asia E"al&ation o% desi$n E-!eriences desi$n o% E-!ression o% the Emotions in Man and Animals The )arwin Fabel Kohn Facial Action .odin$ S#stem Facial e-!ressionsP ri$ht,brain hemis!here and Facial matchin$ e-ercise Facts and stor# Faith Fear am#$dalas and Ferrieri Anna .astelli

Financial ser"ices o&tso&rcin$ o% Firestone Robert Fit($erald F. Scott Flawed desi$ns record o% Florida Richard Flow .siks(entmihal#i %MRI 8%&nctional ma$netic resonance ima$in$9P and %acial e-!ressions Fo$el Robert William Ford 4enr# Ford Motor .om!an# Forrester Research Forster E. M. Fort&ne Fo&connier ;illes Fo&rth ;reat Awakenin$ 0 Frankl =iktorP Man/s Search %or Meanin$ Fr# William F&nctional ma$netic resonance ima$in$ 8%MRI9 F&t&reP )esi$n andP Em!ath# and ;alla$her .laire ;allo Kohn ;ames. See also =ideo $ames ;ee Kames Pa&l ;enderM and brain %&nctionP and creati"it# and Em!ath# ;enealo$# st&dies ;eneral Motors ;erber Michael ;ian$re$orio 4elen ;lobali(ation ;lo"er )ann# ;oleman )anielP Emotional Intelli$ence ;ood to ;reat .ollins ;o"ernment 3.S. and )esi$n ;ra!hic desi$nP .,R,A,P,i%# 8contrast re!etition ali$nment !ro-imit#9 ;ratit&de ;ra"es Michael ;reen desi$n mo"ement ;reetin$ cards !ersonal "s. mass,!rod&ced 4al!ern Kodi 4a!!inessP +o#%&lness andP !ros!erit# and 4ariri Ahmad 4arman Sidne# 4a"elock Eric 4ealth s!irit&alit# and 4ealth careM a&tomation andP and bi$,!ict&re thinkin$P )esi$n andP Em!ath# and 4ed$eho$ and the Fo- The0 6erlin 4enr# Kohn 4ero with a Tho&sand Faces The .am!bell 4ero/s +o&rne#

4eskett Kohn 4i$h,conce!t a!tit&desP )esi$nP and econom#P narrati"e medicine andP Stor#P S#m!hon# 4i$h,to&ch a!tit&desP narrati"e medicine andP Stor# 4olistic medicine 4olistic thinkin$ desi$n and 4os!ital O"erni$ht Pro$ram 4os!italsM )esi$n inP lab#rinths at 4ow ma$a(ine 4ow to SeeM A ;&ide to Readin$ O&r Man,made En"ironment Nelson 4owkins Kohn 4&man interactions 4&manit#P Em!ath# andP le%t,brain hemis!here and 4&morP and la&$hterP meas&rement o%P ri$ht hemis!here and IAPS 8International A%%ecti"e Pict&re S#stem9 i) ma$a(ine I)EO 8desi$n %irm9 Ii(&ka Toshiro Illness s!irit&alit# and Ima$inationP meta!horical Ima$inati"e rationalit# Imm&ne s#stem la&$hter and Im!ro"ements desi$n o% Incon$r&it# h&mor and India knowled$e workers Ind&strial A$e In%ormation inter!retation o% In%ormation A$eP brain hemis!heres andP and Em!ath#P and Stor# In%ormation econom# In$lehart Ronald Initiation o% hero Inside .hess Ins!iration board Inte$rati"e medicine International A%%ecti"e Pict&re S#stem 8IAPS9 InternetM Em!ath# e"al&ationsP and health careP and law !racticeP online stor#tellin$ Internet links %ollowin$ In"ention In"entors In"esti$atin$ the Mind0 con%erence IX 8intelli$ence *&otient9 Isaacs William )ialo$&eM The Art o% Thinkin$ To$ether Isa# )a"id Ka!an econom# o% Ke%%erson Scale o% Ph#sician Em!ath# 8KSPE9 Kob em!ath# on the Kobs lost to o&tso&rcin$ Kohn 4enr# Kohnson Mark Meta!hors We 7i"e 6# Koke dissectin$ a

Ko&rnal o% the American Medical Association Ko#%&lness KSPE 8Ke%%erson Scale o% Ph#sician Em!ath#9 >ane Pat >arl$aard Rich >as!aro" ;arr# >ass Kared >ataria Madan >a# Alan >earne# A. T. >elle# Tom The Ten Faces o% Inno"ation >itchen desi$n >lamer Ar+o >nowled$e mana$ement >nowled$e work >nowled$e workersP AsianP and econom#P hero/s +o&rne# >oeni$ 4arold >oshalek Richard >ramnik =ladimir 7a6arre Poll# 7ab#rinths 7ako%% ;eor$eP Meta!hors We 7i"e 6# 7ander Eric 7an$ Peter K. 7an$er Ellen Mind%&lness 7an$&a$e brain hemis!heres and 7a&$h %or No Reason >ataria 7a&$hterP bene%its o% 7a&$hterM A Scienti%ic In"esti$ation Pro"ine 7a&$hter cl&bs 7,)irected Thinkin$P and ab&ndanceP IX tests andP knowled$e workers andP male brain andP &tilit# and 7e ;&in 3rs&la >. 7eadershi! *&alitiesP h&mor 7earned res!onses le%t brain and 7e%t hemis!here o% brainP and anal#sisP and bod# controlP dama$e to and %acial e-!ressionsP dominance o% written lan$&a$e andP and lan$&a$eP se*&entialit# o% 7e$al !racticeP and Em!ath# 7e$al ser"ices o&tso&rced to India 7e"# Frank 7e"#,A$resti Kerre 7ies detection o% 7inks 8Internet9 %ollowin$ 7iterar# +o&rnals at medical schools 7iterar# Mind The T&rner 7o$icP le%t hemis!here andP Stor# and 7o$ical de"ices 7o$othera!# 7ondon Financial Times

7on$e"it# 7o!e( 6arr# 7&t( Robert Macho"er Todd Mac>en(ie ;ordon Ma$a(ines desi$n Ma$ikist si$n Ma$netic resonance ima$in$ 8MRI9 machines Manko%% Robert The Naked .artoonist Man/s Search %or Meanin$ Frankl Markets new created b# desi$n Martin Ro$er Master o% %ine arts 8MFA9 !ro$rams Ma(es M6A !ro$rams Mc.loske# )eirdre Mc.lo&d Scott 3nderstandin$ .omicsM The In"isible Art Mc>ee RobertP Stor# St#le and the Princi!les o% Screenwritin$ McMan&s .hris Ri$ht 4and 7e%t 4and Meanin$P makers o%P meta!hor andP search %orP Stor# and Medical !racticeP and bi$,!ict&re thinkin$P )esi$n andP Em!ath# andP and s!irit&alit#P Stor# andP "ideo $ames and Medical schoolsP and Em!ath#P and s!irit&alit#P and Stor# Medical ser"ices o&tso&rced to Asia MeditationP lab#rinths and Me$atrends Naisbitt MET 8Master o% Entertainment Technolo$#9 de$ree Meta!horsP lo$ o%P ri$ht,brain hemis!here and Meta!hors We 7i"e 6# 7ako%% and Kohnson Metro!olis ma$a(ine MFA 8master o% %ine arts9 !ro$rams Michaels Kames Millionaires d#sle-ic Mimicr# em!ath# and Mind Readin$ 8.),ROM9 Mind%&lness 7an$er Mini,sa$as Mitro%% Ian Mok .lement Morris Marne# Mo#ers 6ill inter"iews with MRI 8ma$netic resonance ima$in$9 machines M&ller Wa#ne SabbathM Findin$ Rest Renewal and )eli$ht in O&r 6&s# 7i"es M&rname Richard M&se&ms o% desi$n M&sic s#m!honic listenin$ to M#ers )a"id ;. M#th M#thodrama

Naisbitt Kohn Me$atrends Naked .artoonist The Manko%% Naleb&%% 6arr# Wh# NotTM 4ow to 3se E"er#da# In$en&it# to Sol"e Problems 6i$ and Small Namaste la&$h 0 Narrati"e.See also Stor# Narrati"e ima$inin$ Narrati"e medicine National Instit&te o% Mental 4ealth brain ima$in$ !ro+ect Nat&re ma$a(ine and "ideo $ames Needleman Kacob Ne$ati"e h&mor Ne$ati"e s!ace Ne$ro!onte Nicholas Nelson ;eor$e 4ow to SeeM A ;&ide to Readin$ O&r Man,made En"ironment Ne&rotheolo$# New )i"ision o% 7aborM 4ow .om!&ters Are .reatin$ the Ne-t Kob Market The 7e"# and M&rname New <ork TimesP and 7&t(P S!err# obit&ar# Newber$ Andrew Newsstand ro&nd&! Newsweek P and a&tomobile desi$n Ninet# #ears old No Waste !ro+ect Non,)esi$ner/s )esi$n 6ookM )esi$n and T#!o$ra!hic Princi!les %or the =is&al No"ice The Williams Non"erbal comm&nication la&$hter as Non"erbal e-!ression o% emotions Norman )onP Thin$s That Make 3s Smart Not So 6i$ 4o&se The S&sanka NotebooksM %or desi$nP meta!hor lo$ N&o"o Franke N&rses shorta$e o% N&rsin$ !ro%ession O ma$a(ine Obser"ation )eck The E!el O%ri )anielle Oh$a Norio Oli"ier Richard One Stor# O!enin$ line Stor# %rom Or$ani(ational stor#tellin$ mo"ement Or$ani(ations and h&mor Ornstein RobertP The Ri$ht Mind O&tso&rcin$ O&tso&rcin$ em!ath# Pattern reco$nitionP "ideo $ames and Pa# o% international knowled$e workers Peo!le skills Perce!tion tests o%

Persin$er Michael Personal narrati"e Personal satis%action R,)irected Thinkin$ and Pers&asionP Stor# and Pesce ;aetano Peters Tom Philadel!hia !&blic schools Photo Stor# %rom Ph#siciansP and "ideo $ames. See also Medical !ractice Picard Rosalind Piedmont Ral!h Pink )aniel 4.P sel%,!ortrait Platek Ste"en Pla# Pla#$ro&nd $oin$ back to Poets as s#stems thinkers Pollard .a#ce Port%oliosP )esi$nP Em!ath#P Meanin$P Pla#P Stor#P S#m!hon# Positi"e !s#cholo$# mo"ement Postmaterialism Postrel =ir$inia Potomac <ards Mall =ir$inia Powers o% Ten Eames and Eames Pra#er Presidential election Print ma$a(ine Problems and sol&tions Problem,sol"in$ "ideo $ames and Pro%essionsM IX and AIP 7,)irected Pro"ine Robert 7a&$hterM A Scienti%ic In"esti$ation Ps#cholo$# and ha!!iness P&blic Stor# %rom P&blic ho&sin$ )esi$n in P&blic schoolsM )esi$n inP desi$n st&dies P&blications )esi$n ma$a(ines. See also Readin$ material X&ane Ste%ani X&art( Ste"en Rainbow Pro+ect Rashid >arim Ra# Pa&l R,)irected Thinkin$P ab&ndance andP and creati"it#P .&lt&ral .reati"es andP %emale brain andP $ames %orP in medical !racticeP and si$ni%icance in )esi$nP s#nthesis Readin$ materialM )esi$nP Meanin$P Stor#P S#m!hon# Real estate sales and Stor# Real Sim!le ma$a(ine Reasonin$ modes Recorded stories Reese/s Pean&t 6&tter .&!s Rein$old Mike

Relationshi!sM bi$ !ict&re andP in drawin$P la&$hter andP S#m!hon# and Reli$ion and health Restak Richard Ret&rn o% hero Ricard Mathie& Ri$ht 4and 7e%t 4and McMan&s Ri$ht hemis!here o% brainP and bod# controlP and conte-t&alit#P and %acial e-!ressionsP and h&morP ideas o%P and lan$&a$eP sim&ltaneit# o%P s!ecialtiesP and s#nthesisP thinkin$ mode Ri$ht Mind The Ornstein Ri$ht Side o% the 6rain Role,!la#in$ $ames R&les,based medicine SabbathM Findin$ Rest Renewal and )eli$ht in O&r 6&s# 7i"es M&ller Sabote&r ri$ht brain as Sa$meister Ste%an Sala Fabio SAT 8Scholastic A!tit&de Test9M alternati"e testP re"ision Satis%action !ersonal R,)irected Thinkin$ and SAT,ocrac# Sa"ior ri$ht brain as Schank Ro$er .. School $oin$ back to Schools !&blic desi$n in Schwab .harles Scra!bookin$ mo"ement Sel%,assessments Sel%,!ortraitP %i"e,line Sel%,&nderstandin$P meta!hor andP Stor# and Seli$man Martin E. P.P A&thentic 4a!!iness Se*&entialit# o% le%t brain hemis!here Serio&s Pla#0 techni*&e Shammi Prabitha Sha#wit( Sall# Sho!!in$ malls Si$ni%icance o% desi$n Simon Pa&l Sim&ltaneit# o% ri$ht,brain hemis!here Si- sensesP )esi$nP Em!ath#P Meanin$P Pla#P Stor#P S#m!hon# Small )a"id Smiles inter!retation o% Smith Pa&l Social de-terit# Societ#P 7,)irected Thinkin$ and So%twareP to write so%tware Sol&tions and !roblems S!err# Ro$er W. S!irit&al A&dit o% .or!orate America A Mitro%% and )enton S!irit&al %&l%illment S!irit&alit#P medical schools and

Stealin$ Fire %rom the ;odsM A )#namic New Stor# Model %or Writers and Filmmakers 6onnet Sternber$ RobertP Rainbow Pro+ect Stewart Thomas A. Stor#P Em!ath# and Stor#M S&bstance Str&ct&re St#le and the Princi!les o% Screenwritin$ Mc>ee Stor#.or!s Stor#X&est Stor#tellin$ %esti"als Stree! Mer#l Stress hormones la&$hter and St&ss )onald S&ccess !rediction o% S&ccess thinkin$ modes and S&%%erin$ and Meanin$ S&sanka Sarah The Not So 6i$ 4o&se S&stainabilit# !rinci!les in desi$n S&tton,Smith 6rian Swain .hris S#m!ath# and em!ath# S#m!honic m&sic S#m!hon#P Em!ath# andP and "ideo $ames S#nthesisP .&lt&ral .reati"es andP ri$ht,brain hemis!here and S#stemati(in$ S#stems thinkers entre!rene&rs as Tar$et 8store9 Teachin$ o% desi$n Technolo$#P and )esi$n Tellin$ 7ies Ekman Ten Faces o% Inno"ation The >elle# Ten(in ;a#atso )alai 7amaP The Art o% 4a!!iness Terkel St&ds Thar! Tw#la Thin$s That Make 3s Smart Norman Third Ind&strial Re"ol&tion Thom!son Pa&l Thorson Kames Tho&$ht,%ree la&$hter Time mana$ement Tinti 4annah Toilet br&sh Tol(man )a"id TranscendenceP *&est %or T&ck And# T&rner MarkP The 7iterar# Mind T= ;&ide Test 3nderstandin$ .omicsM The In"isible Art Mc.lo&d 3nited >in$domM creati"e sectorP desi$n st&dentsP +ob lossP Stor# in 3rban !lannin$

3SA Toda# 3tilit# o% desi$n =elcro =erditas =ideo $ames =in$e =ernor =ol&nteerin$ Wall Street Ko&rnal Wanders Marcel Ward#nski .ase# Wasow Omar Watson Kames Web sitesM $amin$P lab#rinthsP le$alP medical Wernicke .arl What Sho&ld I )o with M# 7i%eT 6ronson What =ideo ;ames 4a"e to Teach 3s Abo&t 7earnin$ and 7iterac# ;ee White,collar +obs o&tso&rced White,4ammond ;loria Who Mo"ed M# .heeseT Wh# NotTM 4ow to 3se E"er#da# In$en&it# to Sol"e Problems 6i$ and Small Naleb&%% and A#res Williams Robin The Non,)esi$ner/s )esi$n 6ookM )esi$n and T#!o$ra!hic Princi!les %or the =is&al No"ice Wilson .harlie Wilson Ste"e Win%re# O!rah Wol%e )a"id Women and Em!ath# WorkP as callin$P dedicatin$ #o&r Work!laceM em!ath# inP h&mor inP la&$hter cl&bsP la&$hter inP s!irit&alit# in World chan$e o% )esi$n and World 6ank and knowled$e mana$ement World 7a&$hter )a# World =al&es S&r"e# Writin$ mini,sa$as Written lan$&a$e and le%t,brain dominance <awnin$ conta$io&s <eats William 6&tler <o$a Jaltman ;erald


)aniel 4. Pink is the bestsellin$ a&thor o% Free A$ent Nation. 4is articles on work b&siness and technolo$# a!!ear in man# !&blications incl&din$ the New <ork Times 4ar"ard 6&siness Re"iew Slate Fast .om!an# and Wired where he is a contrib&tin$ editor. A !o!&lar s!eaker he lect&res to cor!orations associations and &ni"ersities aro&nd the world on economic trans%ormation and b&siness strate$#. Pink li"es in Washin$ton )... with his wi%e and their three children. 4e in"ites readers to email him at d!!]dan!ink.com and to "isit his website at www.dan!ink.com.

S The !hotos I saw d&rin$ this !hase o% the research came %rom a standard set o% ima$es called the International A%%ecti"e Pict&re S#stem 8IAPS9. The creator and owner o% the IAPS Pro%essor Peter K. 7an$ o% the 3ni"ersit# o% Florida re*&ested that I not re!rod&ce an# o% these ima$es in this book. Makin$ these materials %amiliar to the $eneral !&blic can serio&sl# com!romise their "al&e as stim&li in man# research !ro+ects 0 he e-!lained. The ima$e I/"e re!rinted there%ore is not %rom the act&al IAPS collection. 6&t it is similar in s&b+ect tone and com!osition to the !hotos in this e-!eriment.

S 6eca&se "er# %ew thin$s h&man bein$s do are $o"erned e-cl&si"el# b# one hemis!here or the other I/"e chosen the terms 7,)irected0 and R,)irected0 instead o% the more con"enient le%t,brain thinkin$0 and ri$ht,brain thinkin$.0 This is not a book abo&t ne&roscience o% co&rse. It/s a book that &ses ne&roscience to create a meta!hor. 6&t e"en 8!erha!s es!eciall#9 in the realm o% meta!hor it/s im!ortant to be tr&e to the science.

S The correct answers areM B,b H,c ?,a

S 7ess well known is the ballot in )&"al .o&nt# in which the !residential ballot showed %i"e candidates on one !a$e and another %i"e candidates on the ne-t !a$e alon$ with instr&ctions to "ote e"er# !a$e.0 In that co&nt# @ BLH ;ore ballots were tossed o&t beca&se "oters selected two candidates %or President. 4ad the instr&ctions been clearer )&"al .o&nt# too wo&ld ha"e !ro"ided ;ore the mar$in o% "ictor#.

S The answersM X&estion B'QB?L billion. X&estion H'.hess $rand master ;arr# >as!aro".

S This st&d# mi$ht also shed li$ht on another scienti%ic con&ndr&mM wh# most men %ind the Three Stoo$es %&nn# and most women somehow don/t. Recall %rom the last cha!ter that the e-treme male brain0 o%ten shows ri$ht hemis!here im!airment. In the !ick,the,!&nch,line st&d# !atients with im!aired ri$ht hemis!heres showed a !re%erence %or sla!stick h&mor. So men/s !re%erence %or the Stoo$es 8and women/s disdain %or them9 mi$ht be more abo&t the maleness o% o&r brains than the mea$erness o% o&r taste.

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