I just read A Whole New Mind by Daniel Pink and recommend it to anyone wanting to be grasp the emerging new realities of marketing and communications. His premise is simple: Gone are the days of left-brain dominance. In the age of Asia, Abundance and Automation, we are no longer able to compete as we once did. In fact, if someone overseas can do it more cheaply or if a computer can do it faster, then what you are doing is soon to go away.

But that’s okay. Especially if you’re more right-brained. For these high concept, high touch folks that future is very bright indeed.As for the book, Pink lays out a compelling argument and suggests 6 aptitudes critical for the future: Design, Story, Symphony, Empathy, Play and Meaning.

As a writer, director and brand strategist, this book put some additional shape on much of what I’ve been thinking and feeling over the past 5 years. Meaning is essential to people and the various conceptual aptitudes get to the heart of what motivates consumers and what should drive companies into the future.