Summary of Building your Business the Right-Brain Way by Jennifer Lee

BookSummaryClub Blog Summary of Building your Business the Right-Brain Way by Jennifer Lee

Whether you are left-brained or right-brained, it is short-sighted to completely ignore the non-dominant part. Sure, one side is stronger than the other, but in no way does that mean that the weaker side can’t help you out. Just take a look at business owners, for example. Even though left-brained people are more commonly business owners, without a bit of creativity and empathy, they will surely not succeed. In fact, right-brained skills such as creativity, artistry, intuition and empathy are fast becoming sought after in the business world. 

So, if you are left-brained how do you ensure that your right brain has a say in your business? Or, if you are right-brained, how can you accomplish left-brained tasks effectively? That’s what this book summary will answer ensuring that your business is on the right track for success!

In this summary, readers will discover:

  • Why using both sides of your brain is vital to your business success
  • Attracting customers
  • Selling vs. Serving
  • Diversifying income
  • The power of delegating
  • Sustainability equals long term planning plus self-care

Key lesson one: Why using both sides of your brain is vital to your business success

When it comes to business, almost all advice encourages the left-brained way of thinking. You have to be strategic, logical, analytical and be able to plan in detail. This seems like sound advice but it is, however, incomplete. As much as left-brained qualities are important, so too are right-brain qualities. An artist may craft a work of art but an entrepreneur will craft their business model. It takes the same skills, the same imaginative thinking and even the same process of trial and error. 

Just think about how an artist plans a painting. From the concept to the sketches and finally to the paint. But colours may change and lines may be blurred to create the final painting. This final product will no doubt differ from the original concept, having evolved through the process. Is this not what happens when you start a business? You start with a concept, do your research and develop a business plan. By the time your business is up and running, it would have been tweaked and adapted to suit the market needs. This clearly demonstrates how right-brained traits can be used in business in conjunction with left-brained traits.

Even though your left brain can handle scheduling, accounting and strategic planning, your right brain is still important for other aspects like marketing and product development. Mastering the use of your right-brained qualities is therefore vital to your business. 

Key lesson two: Attracting customers

Passion leads to great business ideas. A passion to make a difference or a need to share your passion with others. To achieve this, you need a core message to communicate your passion. This core message is how you will attract customers to your business.

Take artist Melissa Gazzaneo for example. She discovered that her handmade arts and crafts were loved by children in Bali. She was inspired to help children develop their creativity. She turned this passion into a business that made bags from recycled goods and raised funds to deliver art supplies to disadvantaged kids around the world. Her core message? ‘Repurposed for a Purpose’ clearly states what her key motivation behind her business is.

But how do you get your core message to others? You have to endure that it is clear and comes across in a way that will make customers remember your product. The important thing to remember here is it’s not how many customers you attract, but rather those that understand your product and its value. From that group of supporters, everyone has a part to play. They may just be customers, they may provide publicity and spread the word about your business or they might even influence the business decisions you make. 

In order to make and keep these connections, personal and direct communication is key. And whilst talking to people is great, you have the opportunity to increase your results by getting your timing, target audience and content perfected. This means that you aim to address the right people at the correct time with the proper information.

Using a product launch as an example, steps should first be taken to build hype around the launch. Let out teasers, maybe even peeks behind-the-scenes in the form of videos to get people excited. As the launch date nears, you can draw customers into the process by sending out invitations, having online sign-up forms and important FAQs about your product. Even after the launch, the use of weekly reminders and gentle nudges can be used to appeal to late-comers. These steps attract customers at different stages and will appeal to them on every level.

Key lesson three: Selling vs. Serving

Mindsets are powerful. As a business owner, once you switch your mindset from one of selling to that of serving or sharing, an amazing shift occurs. You are able to enjoy the process more and find it much more gratifying than simply selling something. It also allows you to empathize with your customers and begging to anticipate their wants and needs.

Developing a product can begin to feel like gift-giving. You first ask yourself who is it for? Why would they want it? How would they benefit from it? Is the price okay? How should it be wrapped? These are the same questions you would ask in both cases. Your product will be all the better if you shift your way of thinking and pay attention to these details. Customers will appreciate the thoughtfulness and you could even include a small and unique gift for them to remember your business by. 

Key lesson four: Diversifying income

Every entrepreneur wants to make money. They have to in order for the business to survive and thrive. However, service orientated businesses and artisanal work exchange time for money directly. Businesses like these will eventually reach a limit as to how much money they can make. To make a profit with these types of businesses requires either raising your prices, sell more to your existing customers or attract new customers.

To overcome these setbacks, you have to think creatively. Say for example you are a coach and you provide hourly sessions face to face. The number of sessions you can provide and therefore how much money you can earn depends solely on how much time you have. So how would you work around this? You could offer group sessions, thereby maximising the number of people you connect with and your income. What about having pre-recorded lessons online? This would be available to everyone and would not take any more of your time. You could even lower your prices and attract new customers this way. 

Even if you are involved in artisanal work, find opportunities to diversify. There could be an opportunity for you to offer services such as lessons or tutorial videos. Some people have even had success in providing patterns for people to follow. You just have to think creatively and find ways to diversify your income.

Key lesson five: The power of delegating

When you start your business, there is often a need for control and this often means you end up being the person who does everything. This is fine, to begin with, but later on, it may become problematic. As you get busier, you will not be able to handle everything on your own and unfortunately, this could lead to burn out or worse yet, lead to you losing your creative energy. 

The solution to this is simple. Figure out which tasks you can outsource. These include those which take too much of your time, you are not good at and those that bore you. If you get support in these areas, it will free up your time to do that which you are passionate about in your business. Recruiting support is also possible by exploring different avenues. You could find an agency, or hire outside specialists or, excitingly enough, you could team up with other creative entrepreneurs who are in the same predicament as you. These strategic partnerships will not only lighten the workload but can also lead to the development of new and exciting products!

Key lesson six: Sustainability equals long term planning plus self-care

In order for a business to be successful, it has to be sustainable. And as much as you are busy creating and innovating, you have to always keep your long-term plan in mind. It does not have to be complicated, you just have to keep your eye on the prize. Your projected income, deadlines and upcoming tasks should always be within reach and not forgotten whilst you go about your daily tasks. 

If you do this consistently, you might be able to pick out recurring patterns. These patterns can be used to help streamline your work processes and make you better prepared each time you have to complete a repeated task. This will save time and cause less stress. You will also be able to reflect on these long term plans and keep yourself on track. 

There will come a time when the left brain will try to take control of everything. This is usually in times of struggle or when things go awry. But control over everything is not possible in any way, shape or form. This is when the right brain needs to step forward and release the need for control. It’s not easy, but it is the only way to sustain your business. To help this process, there are three strategies you can employ.

 Firstly, find simple answers. Overthinking and coming up with elaborate plans will not help your business. In fact, it will achieve nothing. Keeping things as simple as possible will keep your mind and path ahead clear.

Secondly, remember to take time off. Even if it means blocking time off on your schedule so that you get some free time or work-free evenings. Giving yourself time to relax is important.

Lastly, ensure that your work environment is created with your well-being in mind. What does this mean? Well, in the space that you work in, ensure that it allows you to work well and feel well. You could include post-its with positive affirmations, messages of motivation for when things get tough or even stress relief toys. Whatever routines you need to work mindfully and stress-free is what you need to be surrounded by.

You are the central figure in your business, don’t forget that. You need things to work for you and that includes your well-being.

The key takeaway from Building your Business the Right-Brain Way is:

In order to run a successful business, you need to use both sides of your brain. The left-brained traits will focus on the logical, analytical and strategic parts of the business. The right-brained traits are needed for creative thinking, empathy and artistry which is crucial for customer interaction, product development and marketing. Getting this right will ensure that your business is set for success!

How can I implement the lesson learned in Building Your Business the Right-Brain Way:

Do not underestimate the power of creative thinking in your business! Ensure that you clearly convey the core message of your business to your customers. Creative marketing at every step will ensure that you attract customers and spread the word about your business and products. 

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