A Whole New Mind: Why Right-Brainers Will Rule the Future (30 page)

1. Drucker first discusses the broad concept of “knowledge work” in his 1959 book,
The Landmarks of Tomorrow,
though his first apparent use of the term is in Peter Drucker, “The Next Decade in Management,”
Dun’s Review and Modern Industry
74 (December 1959). For the paragraph’s first quotation, I’ve relied on the always excellent work of Richard Donkin and his October 30, 2002,
Financial Times
article, “Employees as Investors.” The second and third quotations come from Peter Drucker, “The Age of Social Transformation,”
Atlantic Monthly
(November 1994). For some of Drucker’s latest thoughts on the subject, see Peter Drucker, “The Next Society,”
The Economist
(November 1, 2003), in which he defines knowledge workers as “people with considerable theoretical knowledge and learning: doctors, lawyers, accountants, chemical engineers.”

2.
Staples 2003 Annual Report;
Staples Corporate Overview (available at
www.corporate-ir.net/ireye/ir_site.zhtml?ticker=PR_96244&script=2100
);
“PETsMART Reports Second Quarter 2003 Results,”
PetSmart 2003 Annual Report
(August 28, 2003).

3. Gregg Easterbrook,
The Progress Paradox: How Life Gets Better While People Feel Worse
(Random House, 2003), 6. Easterbrook’s smart book also contains a collection of other statistics that confirm the shift from scarcity to abundance.

4. Data are from the U.S. Bureau of Transportation Statistics’
2001 National Household Travel Survey,
available at
www.bts.gov
.

5. John De Graaf, David Wann, and Thomas H. Naylor,
Affluenza: The All-Consuming Epidemic
(Berrett-Koehler Publishers, Inc., 2002), 32. See also data at
www.selfstorage.org
.

6. Polly LaBarre, “How to Lead a Rich Life,”
Fast Company
(March 2003).

7. Virginia Postrel,
The Substance of Style: How the Rise of Aesthetic Value Is Remaking Culture, Commerce, and Consciousness
(HarperCollins, 2003). More Postrel: “But, more important, aesthetics is also becoming more prominent relative to other goods. When we decide how next to spend our time or money, considering what we already have and the costs and benefits of various alternatives, ‘look and feel’ is likely to top our list. We don’t want more food, or even more restaurant meals—we’re already maxed out. Instead, we want tastier, more interesting food in an appealing environment. It’s a move from physical quantity to intangible, emotional quality.”

8. Andrew Delbanco,
The Real American Dream: A Meditation on Hope
(Harvard University Press, 1999), 113.

9. Robert William Fogel,
The Fourth Great Awakening and the Future of Egalitarianism
(University of Chicago Press, 2000), 3.

10. “Wax Buildup,”
American Demographics
(March 2002).

11. Rachel Konrad, “Job Exports May Imperil U.S. Programmers,” Associated Press ( July 13, 2003).

12. Pankaj Mishra, “India: On the Downswing of Software Outsourcing,”
Asia Computer Weekly
( January 13, 2003).

13. Khozem Merchant, “GE Champions India’s World Class Services,”
Financial Times
( June 3, 2003).

14. Amy Waldman, “More ‘Can I Help You?’ Jobs Migrate from U.S. to India,”
New York Times
(May 11, 2003); Joanna Slater, “Calling India . . . Why Wall Street Is Dialing Overseas for Research,”
Wall Street Journal
(October 2, 2003).

15. Pete Engardio, Aaron Bernstein, and Manjeet Kriplani, “Is Your Job Next?”
Business Week
(February 3, 2003); Merchant, “GE Champions”; “Sun Chief to Woo India in Software War,”
Reuters
(March 4, 2003); Eric Auchard, “One in 10 Tech Jobs May Move Overseas, Report Says,”
Reuters
( July 30, 2003); Steven Greenhouse, “I.B.M. Explores Shift of White-Collar Jobs Overseas,”
New York Times
( July 22, 2003); Bruce Einhorn, “High Tech in China,”
Business Week
(October 28, 2002).

16. Engardio et al., “Is Your Job Next?”.

17. Auchard, “One in 10 Tech Jobs”; “Outsourcing to Usurp More U.S. Jobs,” CNET News.com (August 31, 2003); Paul Taylor, “Outsourcing of IT Jobs Predicted to Continue,”
Financial Times
(March 17, 2004).

18. John C. McCarthy, with Amy Dash, Heather Liddell, Christine Ferrusi Ross, and Bruce D. Temkin, “3.3 Million U.S. Services Jobs to Go Offshore,”
Forrester Research Brief
(November 11, 2002); Mark Gongloff, “U.S. Jobs Jumping Ship,”
CNN/Money
(March 13, 2003).

19. George Monbiot, “The Flight to India,”
Guardian
(October 21, 2003); Moumita Bakshi, “Over 1 Million Jobs in Europe Moving Out,”
The Hindu
(Sept. 3, 2004).

20. “Not So Smart,”
Economist
( January 30, 2003).

21. Rudy Chelminski, “This Time It’s Personal,”
Wired
(October 2001).

22. Robert Rizzo, “Deep Junior and Kasparov Play to a Draw,”
Chess Life
( June 2003).

23. Steven Levy, “Man vs. Machine: Checkmate,”
Newsweek
( July 21, 2003).

24. A similar pattern occurred the year before when another chess champion, Vladimir Kramnik, played another computer, Deep Fritz, in a Persian Gulf contest that promoters dubbed “Brains in Bahrain.” Kramnik went into the sixth game with a lead, but at a critical juncture, instead of playing a conventional move, Kramnik attempted one that he felt was more creative and aesthetic. The fool. It cost him the game—and ultimately the match. Said Kramnik of his loss, “At least I played like a man.” Daniel King, “Kramnik and Fritz Play to a Standoff,”
Chess Life
(February 2003).

25. Chelminski, “This Time It’s Personal.”

26. Paul Hoffman, “Who’s Best at Chess? For Now, It’s Neither Man Nor Machine,”
New York Times
(February 8, 2003).

27. “The Best and the Brightest,”
Esquire
(December 2002).

28. “Software That Writes Software,”
Futurist Update
(March 2003).

29. Laura Landro, “Going Online to Make Life-and-Death Decisions,”
Wall Street Journal
(October 10, 2002).

30. Laura Landro, “Please Get the Doctor Online Now,”
Wall Street Journal
(May 22, 2003); “Patient, Heal Thyself,”
Wired
(April 2001).

31. Jennifer 8. Lee, “Dot-Com, Esquire: Legal Guidance, Lawyer Optional,”
New York Times
(February 22, 2001).

CHAPTER 3: HIGH CONCEPT, HIGH TOUCH

1. As I explained in the Introduction, I believe John Naisbitt coined the term “high touch,” though he used it to describe a different phenomenon.

2. Hilary Waldman, “Art & Arteries: Examining Paintings, Medical Students Learn to Be More Observant Doctors,”
Hartford Courant
(March 1, 2000); Mike Anton, “Adding a Dose of Fine Arts,”
Los Angeles Times
(May 24, 2003).

3. Yumiko Ono, “Rethinking How Japanese Should Think,”
Wall Street Journal
(March 25, 2002); Anthony Faiola, “Japan’s Empire of Cool,”
Washington Post
(December 27, 2003); Geoffrey A. Fowler, “AstroBoy Flies Again,”
Wall Street Journal
( January 15, 2004).

4. Danny Hakim, “An Artiste Invades Stodgy G.M.; Detroit Wonders if the ‘Ultimate Car Guy’ Can Fit In”
New York Times
(October 19, 2001); Danny Hakim, “G.M. Executive Preaches: Sweat the Smallest Details,”
New York Times
( January 5, 2004)

5. John Hawkins,
The Creative Economy: How People Make Money from Ideas
(Allen Lane/The Penguin Press, 2001), 86. Virginia Postrel,
The Substance of Style: How the Rise of Aesthetic Value Is Remaking Culture, Commerce, and Consciousness
(HarperCollins, 2003), 17.

6. “2002 National Cross-Industry Estimates of Employment and Mean Annual Wage for SOC Major Occupational Groups,” Occupational Employment Statistics Program, Bureau of Labor Statistics, available at
www.bls.gov/oes/home.htm
.

7. Richard Florida,
The Rise of the Creative Class: And How It’s Transforming Work, Leisure, Community, and Everyday Life
(Basic Books, 2002), 328. To his credit, Florida has reinvigorated the debate about urban planning in America. However, his appealing vision of economic development through brewpubs and loft apartments has also been roundly criticized. Some commentators score him for excluding large population segments, most notably racial minorities and couples with children. Others claim his data don’t support his arguments. My view is that he’s performed a valuable public service merely by sparking discussion on this topic.

8. Hawkins,
Creative Economy,
116; Justin Parkinson, “The Dawn of Creativity?”
BBC News Online
( June 24, 2003).

9. Remarks of Daniel Goleman, Human Resource Planning Society Annual Meeting, Miami Beach, Florida (March 27, 2002).

10. Adam D. Duthie, “Future SAT May Test Creativity,”
Badger Herald
via University Wire (March 3, 2003); Rebecca Winters, “Testing That Je Ne Sais Quoi,”
Time
(October 27, 2003); Robert J. Sternberg, “The Other Three R’s: Part Two, Reasoning,”
American Pyschological Association Monitor
(April 2003).

11. Arlene Weintraub, “Nursing: On the Critical List,”
Business Week
( June 3, 2002).

12. Joel Stein, “Just Say Om,”
Time
(August 4, 2003); Richard Corliss, “The Power of Yoga,”
Time
(April 21, 2001); Mark Nollinger, “TV Goes with God,”
TV Guide
( January 24, 2004)

13. Sandra Timmerman, “The Elusive Baby Boomer Market: In Search of the Magic Formula,”
Journal of Financial Service Professionals
(September 2003).

14. Paul H. Ray and Sherry Ruth Anderson,
The Cultural Creatives: How 50 Million People Are Changing the World
(Three Rivers Press, 2000), 5, 11, 12.

CHAPTER 4: DISIGN

1. John Heskett,
Toothpicks and Logos: Design in Everyday Life
(Oxford University Press, 2002), 1.

2. Virginia Postrel,
The Substance of Style
(HarperCollins, 2003), 16.

3. “Pricing Beauty: Reflections on Aesthetics and Value, An Interview with Virginia Postrel,”
Gain 2.0,
AIGA Business and Design Conference, American Institute of Graphic Arts (September 2002).

4. Heskett, 89.

5. “U.S. Bans Time-Honoured Typeface,” Agence France-Presse ( January 30, 2004).

6. Jason Tanz, “From Drab to Fab,”
Fortune
(December 8, 2003).

7. Quoted in
Re-imagine! Business Excellence in a Disruptive Age
(Dorling Kindersley Limited, 2003), 134.

8. John Howkins,
The Creative Economy: How People Make Money from Ideas
(Allen Lane/The Penguin Press, 2003), 95.

9. Design Council UK, “Design in Britain 2003–04,” 9. Available at
www.design-council.org.uk
.

10. Jean-Leon Bouchenaire, “Steering the Brand in the Auto Industry,”
Design Management Journal
(Winter 2003).

11. Chris Bangle, “The Ultimate Creativity Machine: How BMW Turns Art into Profit,”
Harvard Business Review
(January 2001).

12. Kevin Naughton, “Detroit’s Hot Buttons,”
Newsweek
( January 12, 2004).

13. Ibid.

14. Charles C. Mann, “Why 14-Year-Old Japanese Girls Rule the World,”
Yahoo! Internet Life
(April 2001). The terms come from Iizuka. The material inside the parentheses is from Mann’s excellent article.

15. Carolina A. Miranda, “Wow! Love Your Ring!”
Time
( January 21, 2004).

16. Marilyn Elias, “Sunlight Reduces Need for Pain Medication,”
USA Today
(March 2, 2004).

17. “The Value of Good Design,” report from the Commission for Architecture and the Built Environment (2002), available at
www.cabe.org.uk
.

18. Chee Pearlman, “How Green Is My Architecture,”
Newsweek
(October 27, 2003); John Ritter, “Buildings Designed in a Cool Shade of ‘Green,’ ”
USA Today
(March 31, 2004).

19. Peter Orszag and Jonathan Orszag, “Statistical Analysis of Palm Beach Vote” (November 8, 2000), available at
www.sbgo.com
.

20. Dennis Cauchon and Jim Drinkard, “Florida Voter Errors Cost Gore the Election,”
USA Today
(May 11, 2003).

CHAPTER 5: STORY

1. Mark Turner,
The Literary Mind: The Origins of Thought and Language
(Oxford University Press, 1996), 4–5.

2. Don Norman,
Things That Make Us Smart: Defending Human Attributes in the Age of the Machine
(Perseus, 1994), 146.

3. “Storytelling That Moves People: A Conversation with Screenwriting Coach Robert McKee,”
Harvard Business Review
(June 2003).

4. See Steve Denning’s Web site,
www.stevedenning.com/index.htm
;
D. McCloskey and A. Klamer (1995). One quarter of GDP is persuasion.
American Economic Review
85, 191–195.

5. Stephen Denning,
The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations
(Butterworth Heiman, 2001), xvii.

6. “Interview with Richard Olivier,”
Fast Company
(October 2000).

7. Jamie Talan, “Storytelling for Doctors; Medical Schools Try Teaching Compassion by Having Students Write About Patients,”
Newsday
(May 27, 2003).

8. Rita Charon, “Narrative Medicine: A Model for Empathy, Reflection, Profession, and Trust,”
Journal of the American Medical Association
(October 17, 2001).