At the 2014 Chief Marketing Officer Leadership Forum in New York on Jan. 16, Benjamin Karsch, Chief Marketing Officer of Cigna, shared his thoughts on how marketers can – and should – look at today’s challenges from BOTH an analytical perspective and a creative perspective. During his presentation, “How You See Is What You Get: Harnessing the Power of Left-Brain and Right-Brain Thinking,” Karsch said, “Only by seeing with both your left brain and your right brain will you find the most powerful solutions.”
Marketers today are quickly evolving from “Mad Men” to “math men.” And according to Karsch, “Whether you’re a hard core number cruncher or an artistic genius, the best results come from applying liberating creative thinking to analytical challenges, and powerful analytical structure to creative problems.” Applying analytic thinking to the creative challenge of coming up with a new brand, Cigna arrived at a breakout concept that resulted in double-digit increases in key performance indicators and intent to purchase.
Karsch demonstrated how anyone can use both kinds of thinking with several examples. The left brain breaks apart problems. The right brain makes connections. “When we switch it up,” Karsch said, “we move outside of our comfort zones – and that’s when the magic happens!”