The left-hand side of the brain is the analytical side of the brain that deals with detail, facts and figures. The right-hand side is the creative, sensitive, feeling side of the brain. It follows that where you place an item is important so that the viewers will react in the way you want them to. For instance, a contract should be placed on the right-hand side in order to transfer the logic, facts and detail to the left-hand side of the brain, thereby preparing the person to read and understand.
Creative work, such as a new advertising campaign or colour schemes for decorating an office or home should be placed to the left-hand side, so that the information goes through to the right- hand side of the brain, thus getting the viewer in a state of readiness for the creative decisions to be made.
If you place information in the centre of the viewers’ gaze it will take a moment before they can sort out what is in front of them and decide how to respond, probably shifting the papers as they do so. Anything seen in the centre of the viewing scope diverts to both sides of the brain, thereby giving a neutral, possibly confused, response. You may have heard people say, ‘What is this?’ in
a gruff, concerned tone of voice when you have plonked something down in front of them unexpectedly.
However, if you dropped that unexpected piece of paper to their left- or right-hand sides, they would have, at first glance, sorted it to the other side of the brain. Chances are that they will then have to re-sort the information, depending on the content. It is far better to make the correct placement for them so that any communication piece is received directly in the correct hemisphere of the brain, even before they have picked it up.
Similarly, if you wish to be taken seriously, move to that person’s right-hand side so that your actions and words are processed on the analytical, left-hand side of the brain. If you are having a creative discussion, try to position yourself and your support material on the left of the person buying so that your words and actions go through to their creative, right-hand side.
I have tested this with clients and taught it to hundreds of people. It works for me, and it could well do so for you.
A right-handed person has a dominant left hemisphere; a left- handed person has a dominant right hemisphere.
You may have seen a predominance of left-handed people in creative environments, such as artists in studios, actors out to lunch together or advertising people who have set up a highly creative new agency. They can often be seen writing on the tablecloth, creating a drama about the food or showing off their colourful, trendy clothes.
Analytical, accounting people are usually right-handed, with the left-hand side of their brain working overtime. They are apt to be intellectual and analytical even at lunch, figuring out the grams of fat, the calories and the cost.
Here are some functions of the left hemisphere: sorting of detail; abstract, analytical, rational, linear, sequential, propositional, objective and successive thinking.
Some functions of the right brain are: intuitive, feeling responses; divergent, free, imaginative, creative, non-linear, subjective, simultaneous and many-faceted thinking.
Billions of neurons make up the human nervous system. Even though sensory input varies from pressure to temperature to sound to colour, these are all ultimately transformed into electrochemical impulses as they are sent through to our central nervous system. This means that our perception of reality is actually a neurological response to reality, which creates our individual perception of the world.
Because sensory organs vary greatly from one individual to another, each of us perceives the world differently. But since our perceptions form the basis for our models of the world, we can assume that every individual will have a different model.
On the other hand, our perceptions are similar because of similarities in neurological responses. Most people will agree that sugar is sweet and salt is not (although the intensity of the sweetness or saltiness will be different for each individual). These similarities, combined with shared social and cultural experiences, make the creation of group realities possible.
These shared realities form the basis of our social structures, of which language is a good example, even though the way people say words is often not the way we hear them. Thus, although we are like each other in many ways, none of us is exactly like any other person on earth.
Interested in learning more? Enjoy your membership in the Millionaires’ Club!
See, hear and feel success.
‘Nothing is impossible for the man who doesn’t have to do it himself.’
Key points to remember
- Understand others by understanding yourself. Use your knowledge of personality profiles and neuro-linguistics to see, hear and feel what is going on around you.
- Use these 12 steps and shape your future in new-business development. You can make it happen now and forever. You can be the one who will pick up the phone every day, make a few phone calls and be consistent in pursuit, product, sound, colour, design, behaviour and communications. It is not difficult, but it is unusual.
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