Does Your Communication Sing?
Put aside the full scientific veracity of the left-brained vs. right-brained theory for a moment (a quick Google search reveals the storming debate), and consider that people certainly seem to be happy to classify themselves into one of a few camps.
The hardcore left-brainers like just the facts, ma'am, and their outlook on life reflects this. The cool, stereotypical accountant uses her spreadsheet to determine the best path forward, and woe to the emotion that stands in her way!
Meantime, the dreamy right-brainers whirl between intuition and a laugh, assimilating a tremendous amount of input ('ware calling it data!) to the tune of what some might call emotionally driven decisions.
And then there are the 'tweeners. These are the proud, the few, that gaze at each camp skeptically and then deliberately straddle the two like some Colossus, able to empathize with both but daring to hope that they embody the excesses of neither.
Truth be told, we are all a bit of each, and each of us has brains that are influenced by facts and intuition, by data and emotion.
This should be reflected in the way that we build our messages. We are aiming at people, who can be moved both by a datasheet and by a dirge. Structure, order and clarity matter, but so do illustration, vividness and inspiration. Put them all together and you get something that is as powerful as the sirens' song.
The best communication sings.
