Can you feel it? We're in transition.

For years, many of us in the business world have been talking about the profound shift in the nature of business that is inevitably due to happen. Well, it has finally arrived.

In economic terms, we are well into the so called fourth economy, which has also been dubbed the Experience Economy. At the turn of the century, we focused almost exclusively on the nature of the product or service, its features and benefits. Later, we began to shift our focus to how the product or service was delivered. Today, organizations are faced with what could be the most daunting task of all, focusing on the product AND how it is delivered.

The customer is no longer just demanding a top notch product.

They are no longer just seeking first class customer service.

They are demanding both. From you. Right now.

A Shift in Attitude and Approach

For years, a small core of people inside most organizations have known that this shift was happening. They understood what it encompassed and what it meant. However, until now, there hasn't been an understanding of how to achieve it.

In organizational terms, this new era is being called the 'Conceptual Age'. Operationally, it means the requisite skill sets of 'workers' will be based on the high-concept, high-touch abilities. It requires a whole new kind of thinking, a whole new creativity, a whole new mind. How, in a world of numbers, processes, and metrics can organizations tap into the emotions of their customers, to deliver this elusive experience?

The task may seem challenging, the answer may be simple.

Learn to unlearn.

Think of ways not to think.

Open your mind to new possibilities.

Brainwashed

We live in a left-brain world. Such basic things as the direction in which you are reading these words has trained us to use the rational, linear side of our brain. Is it any wonder that organizations struggle with creativity and innovation on a daily basis?

Daniel Pink in his book "A Whole New Mind'" breaks down the complex world of neurophysiology into four simple points to help organizations understand how engrained the 'old way' is:

1. The left side of the brain controls the right side of the body; the right side of the brain controls the left side of the body.

2. The left side of the brain is sequential; the right side of the brain is simultaneous.

3. The left side of the brain focuses on text; the right side of the brain focuses on context.

4. The left side of the brain analyzes details; the right side of the brain synthesizes the big picture.

In organizations looking to remain (or get) ahead of the curve, there must be an emphasis on simultaneous, contextual, big picture thinking.

To emphasize this creativity imperative even further, Pink proposes that the MFA (Masters of Fine Arts) is the new MBA. In other words, organizations must flood their ranks with open-minded, naturally creative, right-brain thinkers in order to be successful into the future.

Think Tank

Imagine the difference in the feeling of your organization if, for one year, your recruiters switched their focus from Harvard, Wharton, and Queens to Julliard and The Ontario College of Art and Design. How would things change? Would walls still be beige? Would their be music? How would the organization sound?

There is no question that your organization would benefit. As the saying goes – hire for attitude, train for skill. Your organization deserves a great attitude.

The Power of Emotions

Take a moment and think about the cross generational phenomenon of the iPod, the Mini Cooper and Starbucks. Now, think about mp3 players, a car, and coffee.

• The power of Starbucks is not strictly coffee, but rather the emotional power of the European experience surrounding the coffee.
• The power of the Mini Cooper is not strictly the car, but rather the emotional power of the experience and the image it projects.
• The power of the iPod is not strictly the device, but rather the emotional power of the customized personal experience surrounding the combination of portability and personal music selection.

Tapping into the emotions of customers is a critical function of organizations today. Now, don't get us wrong. We aren't abandoning our love (pun intended) for strategy, focus, and ruthless execution. We are simply stating that emotions are the new edge in business today.

In Our Opinion
The Beacon Group's top 5 books on Thinking

With vacation season right around the corner, we thought it might be helpful to suggest some of our favourite books to get you thinking – about thinking.

Six Thinking Hats – Edward de Bono
A Classic from the world's greatest thinker on thinking.

Thinking in the Future Tense – Jennifer James
A 'workout for the mind' using unique tools and theories.

Winning Decisions – J. Edward Russo et al.
Using the University of Chicago's decision making research, the authors lay out the process for making the right decisions.

The Art of Innovation – Tom Kelley
Who better than the founder of one of the world's greatest design firms, IDEO, to shed some light on great thinking.

Funky Business/ – Jonas Ridderstrale and Kjelle Nordstrom
Now that you are up to speed on how to think, these two economics professors will take you on a crash course on what to think about.

Our Monthly Rant
Thinking is not Optional

Not only is the whole notion of a new way of thinking and fostering creativity by focusing on the experience as well as the product or service an imperative for organizations as a whole – it significantly impacts individual employees as well.

Coupled with improvements in technology, computation power and a free-agency mindset, jobs that are based on brawn rather than brain are on the decline, upwards of 50% a year.

The implications of this are extreme. Smart workers and smart executives are going to be in greater demand and the skills and competencies they possess will be based less on their acquired knowledge than on a proven ability to connect, decide and innovate.

Organizations wishing to think ahead will want to think about how they recruit, retain and develop their talent pool based not on an assumed fixed target, but rather on a rapidly moving one. The bottom line – shift your thinking now!