Research

Businesses unfairly favour logical thinkers

22 Oct 2020 By Elizabeth Howlett

Research finds companies will need both rational and creative minds to survive the pandemic

Firms could struggle to overcome the challenges presented by Covid-19 because they are disproportionately made up of logical and rational thinkers, rather than intuitive and expressive ones, a study has found.

The Genius You research, based on results from a psychometric survey developed in conjunction with the University of Sheffield’s Institute of Work Psychology, analysed and explored individuals’ creative strengths. It was completed by more than 2,000 people across 10 sectors between 2015 and 2020.

Almost a third (31 per cent) of respondents were deemed logical and analytical thinkers, 21 per cent were found to be idea generators and only 9 per cent excelled at spotting ideas with potential. 

The study suggested only businesses with a “symbiotic partnership between the logical left brain and the more expansive right brain” could find ways to overcome the new commercial challenges raised by the pandemic. As such, it asked why organisations consistently displayed bias towards logical, analytical thinkers, and highlighted the need for creativity in business during the current crisis.

Mark Simmonds, founder of Genius You, argued that companies needed both logic and creativity, but suggested the balance needed to be “50/50, rather than the current 80/20 or 70/30”.

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