12
May
15

Left brain vs. right brain: Which wins the event planning game?

Brain hemispheres sketchSo apparently I’m right brained. At least according to this test.

I guess that’s not surprising considering I’m a writer. But I’m also extremely detail-oriented and analyze everything, so I think I’m a good mix. Yeah. I’ll go with that.

While most people think with mostly their left side or mostly their right side, it’s crucial to have a bit of both.

And so, I encourage you to take the aforementioned into account after reading this sentence: New research by London and Partners, the official convention bureau of London, and MICEBOOK.com indicates that event planners aren’t as creative as they thought.

Yep. Research suggests the event management industry is filled with left-brained thinkers.

Samantha Whitehorne recently wrote an enlightening Associations Now blog post on the research. And I encourage you fellow right-brain thinkers to get a chuckle from it.

For the study, more than 400 event planners had their brains analyzed to see if they’re more “rationale left brained” or “emotional right brained” thinkers. And while most felt they performed their jobs creatively, only 39 percent were indeed considered creative thinkers.

Maybe that’s because, according to the study, only 34 percent of respondents said they’re given time to think out of the box and only 32 percent said creativity is rewarded. Furthermore, more than half of the respondents said the budget just didn’t support risk taking.

2000px-Rubik's_cube.svg“Ours is an industry within which logic and in-depth planning are absolutely critical to successful outcomes,” said Tracy Halliwell, director of business tourism and major events at London and Partners. “Creativity and innovation are growing ever more important as clients demand event activations that set them apart from their competitors and deliver enduring memories for consumers. The experience itself is now what drives the event, but it’s only by combining pioneering ideas with concrete solutions that we can truly surprise and delight.”

So what does the right brain vs. left brain debate mean for event planning?

Here’s a good summary from Cathy Key in a recent Event Manager blog post:

Left-brained people tend to be detail oriented and thrive on data. So event ROI is important. Also, they don’t like to take risks, so most likely, they’ll create a road map for events.

In contrast, right-brain thinkers bring to the table a flare for ingenuity and creativity. They look at the big picture and thrive on feedback and emotion to measure success. Event ROI is less important to right-brain people, who are willing to trust their gut instinct.

“While we need the analysis and fact-finding powers of the left brain, when it comes to motivating our team, ourselves and our attendees, we need right-brain thinking,” Key wrote. “We need to have an emotional connection to our events if we are going to really enjoy our work. When we are connected to WHY we are involved with an event, working late nights and pulling out all the stops is natural. Without the WHY all you have is hard work.”

Another way to look at it: The left side of the brain sets the goals and the right side finds the purpose.

creativity2But a good event planner needs to think with both sides of the brain. While creativity reaps huge rewards, we need left-brain thinkers to keep us in check. And so, event management teams should comprise both types of thinkers.

“While time constraints and restricted budgets can sometimes hinder creativity, a balance is always needed between the creative and the logical,” said Chetan Shah, founder and CEO of MICEBOOK.com. “Great teams bring together a mix of personalities, approaches to work and creative or logical attributes. Whether someone is left or right-brained, their attributes and strengths should be encouraged and nurtured to ensure their events are spectacular, both rationally and emotionally.”

Take the test and let us know. Are you left- or right-brained?


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meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, running, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Digital content manager. Proud mom of three. Total word geek. Spartan for life.

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