Business Trend Shows the Evolution of Creative Minds as the Internet Technology Toolbox of the Future

Right-brainers approach solutions with a deeper, big picture understanding than left-brainers

A Western New York agency has noticed a trend in clients looking for creative thinking to issues and web-based business solutions that were once dominated by software and the IT sector. They emphasize the difficulty in purchasing new technology and hiring personnel because of spending freezes. Business owners are becoming wiser, streamlining processes, using materials more efficiently, and moving forward in this tough economy by using custom, creative, web-based solutions.

Rochester, NY (PRWEB) May 19, 2009 – A recognized trend in the amount of clients looking for some type of web solution to their business issues has emerged. What follows is an interview with the owner and creative director at IC9design, Ian Caspersson, to clarify the reason for the trend.

What types of questions are businesses asking during this economic belt tightening?

“The tough question for many businesses in a tight economy is “Do we invest in technology or an additional head count?” This used to be the question to ask. What they really should be asking is “Do we need to invest in technology or an additional head count?” This is something we’ve been asking them too. It’s a very tough question to answer without the core issues called out. Businesses have been squeezed, but they still have to perform. That’s very difficult and very stressful to do well.”

Why would they come to you if they have an in-house IT team?

“Not to knock the IT professionals (we are partly IT pros ourselves), but we know they’re answers can be a simple “Yes” or “No”. And that’s because they are left-brain thinkers. They think logically, sequentially, and sometimes in a straight line. They use numbers, code, and formulas to deduce an answer. Think of the difference between Spock and Captain Kirk. There is so much more available than just what a few people know or are just used to doing. There is huge value in looking outside the organization for other ideas.”

What is the hesitation if they do have approval to spend money on technology?

“The money they can spend is drastically less than what they are used to. They are also catching on to how inexpensive the web can be. They probably already have much of the solution but don’t know it. In this day and age more technology is not usually the answer, better use of technology is. Would you rather spend $50k on a handful of licenses for one modularized application or $20k on a secure web-based solution accessible to anyone within your company? This brings us back to the left-brain, right-brain thing. Focusing on “plugging in” a premade application is the left brain way of thinking. Creating, deploying, and administering an expandable, custom solution with existing technology and global accessibility is a right brain decision.”

You’ve brought up the left-brain, right-brain contrast a couple of times. Can you expand on that?

“To relate this to the technology discussion we’re having, right and left-brainers have a solid understanding of what’s available today. Right-brainers can learn the code and formulas the left-brainers know. But left-brainers struggle to learn the creativity and artistry of right-brainers. The switch is flipping and we’re seeing it happen right here at IC9design. The line between technology and creativity is blurring. If I draw a circle in the air here with my finger, a left-brained person will probably see it as a circle most of the time. A right-brained person may also say circle, but they are envisioning it as something else as they say circle; maybe a ball, the sun, or a wheel. There’s a bigger picture in their mind.”

You said that clients are looking for more creative solutions. Can you give a real example?

“Sure. One client came to us and described the lengthy process of creating postcards as marketing mailers and reminder cards. They we’re being professionally designed, printed, and mailed. You and I both know this can be an expensive endeavor each time postcards are sent. We already built them a content management and learning center, so the postcard information (name, address, etc.) was already in their system. We developed a postcard app so they could handle the entire postcard process through their web site administration center. This was a creative idea, right-brain, with some technical, left-brain, mixed in that produced a fantastic custom application to generate postcards on the fly – artwork, message, recipient, and all. Printed and delivered in-house, in minutes, not days, and only as needed, saving wasted overprinting and inventory.”

So it saved time and money on postcards. Have you done something like this for any other types of materials that business would most likely use - as a right-brain solution?

“Another client approached us with a situation they were having between their marketing and sales departments. The issue was over their media kits and the content contained therein. The content was updated faster on their website than it was in the kits. What the sales reps were supplying often looked out of date when a prospect checked out their website for more information. Our right-brain solution was to have them build media kits directly off their website. The creative idea worked. Sales reps could print out kits, as needed, off the site with the most recent content just before leaving for an appointment.”

It sounds like what you are describing is a better use, or creative use, of technology. Correct?

“Yes. The examples I just gave were not to purchase more software. They were to develop creative web-based applications to solve a business problem. We all know software is readily available to do left-brain work (calculations, spreadsheets, word processing, and routine tasks), but you can’t find any off-the-shelf product to replace creativity and right-brain aptitude. We are finding that businesses want a creative solution to their unique problem. They don’t want to invest in something they may only use a part of.”

“The internet technology toolbox of the future is the right-brained, creative thinker. Technology is a tool that can be learned. It will be the creative mind that uses big-picture ideas to push technology to do what you need it to do. They are becoming the designers of the future.”

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If you would like more information about this topic, or to schedule an interview with Ian Caspersson, please call Ian directly at 585-662-8889 or visit ic9design.com/contact.asp.

About IC9design: IC9design is driven by its founder, Ian Caspersson. Mr. Caspersson holds a number of design awards, degrees, and certifications. He has channeled his creativity into the evolution of IC9design as a powerhouse of design-based solutions for any print, emedia, marketing, advertising, or web project that comes across our desks.

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