Whole-mind thinking: New design institute tackles corporate creativity

Companies need disciplined creative systems just as much as their disciplined operating systems.

The logo for NewNorth Center for Design in Business is a piece of fruit — half apple, half orange.

“The idea is that people think that creativity and operating are as different as apples and oranges,” NewNorth President Nate Young said. “Well, in fact, we don’t think so. We don’t think they should be separated.

“So our logo basically tries to bring these two sides of the mind together — right-brain thinking, left-brain thinking — what we like to think of as whole-mind thinking, a term (author) Daniel Pink uses.”

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