I am an avid reader. Most recently I've been engrossed in 'A Whole New Mind' by Daniel Pink. The premise of the book is that the importance of left-brain activities (like mathematics, data analysis, standardized tests, etc.) is lessening, while the importance of right-brain activities is increasing (art, music, empathy, feelings, etc.) Basically, through the information age we've accumulated so much affluence through the automation of many of the critical stages of production that the consumer is now focused on the meaning and feelings they get from the products they buy. The information is still important, but the meaning and concepts behind it is becoming paramount.
This left-brain/right-brain mentality struggle is more than evident in the internet marketing world. I was in a meeting just this morning with Mike Sidel of Indy Associates. Like the Marketpath crew, he is all too aware of the struggle between the IT department and marketing. IT typically handles a lot of left-brain activities (data analysis, problem diagnosis), but are often less skilled at understanding the right-brain concepts that are demanded of a successful marketing campaign. IT is obviously an extremely important job. Accounting software, email servers, and any other tech components need to be maintained so that people can do their jobs, but the website should be excluded from that. WEBSITES ARE MARKETING TOOLS! They need a lot of right-brain attention. As Mike said, 'technology should be kept far away.' How do we do this?
Well, Marketpath accomplishes this by skillfully hiding the technology under a shell of sophistication and design. We hide the hosting in our server (it's safe, I assure you). We hide the code under an intuitive user interface. We are adept right-brain thinkers, but we also have the left-brain skills to bring it all together and make it flow effortlessly. When a customer chooses Marketpath they are choosing a software solution that gives them a feeling of safety and familiarity, as well as a team of left and right-brain thinkers who understand their goals. We are empathizers and synthesizers. We are creators and meaning-finders. We might be living in a new world of concepts, but the companies that succeed will be the ones who are able to find partners who can help, and that's why we're here.
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