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Date
2 March 2023
Author
Le Anh Nguyen
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In this edition of the Masterclasseses of Managerial Excellence, we had the pleasure of welcoming Marjorie Poeydomenge-Rafécas, a marketing and communications expert and graduate of ESCP. Holding degrees in philosophy and intellectual property law, she co-authored the book “La revanche du cerveau droit” (The Revenge of the Right Brain) with Ferial Suron, exploring how intuition and creativity can transform our organizations.
Right Brain, Left Brain: Science or Metaphor?
Marjorie begins by demystifying cerebral lateralization, a concept discovered by Paul Broca in the 19th century and developed by Roger Sperry, Nobel Prize winner in Medicine. Contrary to popular belief, cerebral symmetry is not a neuromyth but a neurological reality: we do indeed have two hemispheres with specialized functions.
The left brain allows us to organize words and syllables when we speak, while the right brain interprets prosody, the musicality that gives emotional meaning to our words. To listen to music, we use both hemispheres: the left grasps the pitch and rhythm, the right perceives melody and emotion.
The Rational West vs. Multiple Intelligence
Since Descartes, we have lived in an ultra-rationalist era favoring logical-mathematical intelligence. This approach, measured by IQ, remains very restrictive when compared to the true potential of human intelligence. There are actually seven different types of intelligence: musical, linguistic, kinesthetic, mathematical, spatial, interpersonal, and intrapersonal.
This predominance of the left brain in our Western societies contrasts with the medieval era, which was more symbolic and intuitive, or with Eastern civilizations, which were traditionally more “right-brained.” Today, the arrival of AI could mark the end of this ultra-rational cycle.
AI as a catalyst for human creativity
Paradoxically, artificial intelligence could be our opportunity to rebalance our abilities. AI will excel in calculation, memory, and data analysis, freeing humans to focus on their unique strengths: creativity, emotional intelligence, and intuition.
This transition is already being observed in the emergence of soft skills in business and the evolution of managerial expectations. The challenge is to prevent human beings from becoming “robotized” by developing these other, long-neglected forms of intelligence.
Personality tests: better understanding your teams
Tools such as Hermann’s HBDI and MBTI allow us to identify brain profiles: “analytical blues” (left brain) and “imaginative yellows” (right brain). These tests, inspired by cerebral lateralization and Jung’s work on intuition, reveal the current predominance of organizational profiles in companies.
For managers, these tools offer a valuable framework: understanding their own functioning, balancing teams, and adapting their communication according to their profiles. A “blue” worker expresses themselves with precision and numbers, while an “imaginative” profile favors a global vision and synthesis.
Developing the right brain of sales teams
Studies show that salespeople are naturally creative and intuitive, unlike their often process-oriented management. To develop this creativity, Marjorie recommends building trust and managing stress, because excessive stress becomes inhibiting.
Concretely: encouraging risk-taking without fear of failure, celebrating even unsuccessful attempts (as at Alphabet with its “moonshots”), and enabling teams to reconnect with the present and their bodies to unleash intuition.
The Two-Headed Manager of Tomorrow
The sales manager of tomorrow will need to be two-headed: simultaneously using their left brain (numbers literacy, planning) and their right brain (spontaneity, emotional intelligence, global vision). More than just a meter reader, they will become a strategist and communicator.
This evolution involves breaking down corporate silos, particularly between sales and communications departments. The salesperson of tomorrow will be a “Swiss Army knife”: psychologist, digital communicator, and social media content creator.
In a nutshell…
Here are the three key takeaways from this Masterclass with Marjorie Pseudodommage:
- Rebalancing the left and right brain: AI frees us from computational tasks to refocus on creativity, intuition, and emotional intelligence.
- Using personality tests: HBDI and MBTI allow you to better understand your team, balance profiles, and adapt your managerial communication.
- Developing intuition through the body: Meditation, exercise, stress management, and the right to make mistakes unleash the natural creativity of sales teams.
Don’t miss the next Masterclass!
Tags
Date
2 March 2023
Author
Le Anh Nguyen