Data mining, machine learning, AiI analytics….no one denies these tools are critical to powering one of the most pervasive, successful businesses across the globe – Amazon.

The Left Brain Power Behind Amazon’s Success

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From the customer’s point of view, an easy-to-navigate website, and impeccable operations giving us access to the biggest supply network of consumer products available makes Amazon the go-to for meeting our consumer needs. Couple that with supply chain management that includes seamless warehouse management and the Amazon network of delivery people, vehicles, robots, and partners that enable us to get what we want fast.

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Using the common metaphor of left brain-right brain, this system reflects mastery of complicated systems on the left side of the brain.

Where the Right Brain Sparked Amazon Prime

However, this approach was not, by itself, what hatched the idea of Amazon Prime and empowered it to launch in record time.

The “magic” happened from creative thinking, applied to practical problems and possibilities, and using “right brain” tools like analogies, team creativity, love for ideas, and leadership that challenged the team to consider what people really value, and use that to envision even greater ideas.

The Analogy That Changed Everything

Plagued by competition and issues with its website, out of personal frustration of not being able to buy what he wanted with one click, and having to hit a certain dollar amount for every order to get free shipping, the chief engineer shared an analogy of “all-you-can-eat shipping service.” Customers would pay a chunk of money up-front and have free shipping on everything for the year.

From Frustration to Innovation

At first, speed was not in the approach, but Jeff Bezos challenged that people don’t wake up hoping their shipping is slow, even if it feels like it is “free.” So Super Saver Shipping (the name given to what became Amazon Prime) began with half-price shipping to get the item in one day, and free two-day shipping with a membership fee. He also picked up on an employee idea that the employee wish he had taken back the minute it flew out of his mouth, “Wouldn’t it be great if we could announce this at the Q4 earnings announcement?” (It was the week before Thanksgiving when these ideas converged.) Bezos called his multi-functional, multi-level team to his house on a Saturday, and they met in his boat house where he made the analogy, “I want to build a moat around best customers…not taking them for granted.”

Both Brains in Action

The team fell in love with the idea, and they were off to the races, on fire to leverage the “left brain” of the company and make their “right brain” new way of doing business a reality. It all came back to doing the right thing for the buyer, and putting themselves in the buyer’s shoes. It helped that the CEO thought this way and was not afraid to use intuition and understanding of people.

The Danger of Silo Thinking

This short synopsis of an amazing story is not to pit the left brain against the right brain. A common mistake in business is to stick to silo thinking, framing your silo as superior. Another mistake is to assume the right brain metaphor is useful at the beginning, and the left brain metaphor is useful for continuing operations. Both sides are needed in the early days of conceiving new business ideas and in executing them well with ongoing improvement, while never losing the fire or love that brought them to fruition.

Unfortunately, companies that do both sides well are exceptions. They are thrivers.

How Third Angle Helps Businesses Thrive

Third Angle is in the business of helping companies thrive, in large part by creatively linking assets and opportunities embedded in both brains of our client’s worlds.

Introducing the NEWCO™ Map

One of the ways Third Angle helps companies keeping both sides together is to use our tool called the NEWCO™ Map.

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Connecting the Dots with NEWCO™

‍NEWCO™ is shorthand for Networked Economy of Working Capitals and Opportunities™. We are constantly challenging clients to dig into the hidden or underutilized assets and opportunities right under their feet and linking them in new ways. Think of it as a game of connect-the-dots, forming a new picture. Analytics and Ai help, but so do analogies and good old-fashioned conversations among diverse audiences. Insights and actions happen quickly as epiphanies come to light, and the group realizes they have more assets and adjacent projects occurring that can dovetail with the new idea and create multiple wins at once.

What Could Both-Brain Thinking Unlock for You?

What is your company’s frustration or opportunity that could use “both-brain thinking and doing?” We can help you learn how to navigate your business NEWCO™ and bring new business to life.

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