One of the most eye-opening activities we do in our work is to put teams and employees together into various groups based on the way they think (and behave) and have them perform challenging tasks of problem-solving and creativity. Without fail, when teams are put in groups where there is diversity in thinking styles, they come to the conclusion that diversity in thought is a clear booster of the way they work and their performance. In most cases, this realization is buoyed by the actual results of the exercise—more creative, comprehensive solutions reached more quickly.
It’s a powerful message, but some of the power is due to a lack of diversity in thinking styles in many organizations, particularly in the reaches of upper management. There’s a reason people are leaders, the conventional wisdom would state—right? Well, not so fast. What happens when one leader is effective? Organizations have a tendency to clone the thinking, behavioral, and personality styles of that leader. The danger quickly becomes group-think or solutions that only meet a portion of the problem.
The article “Think about Diversity of Thought” in Diversity Executive points out the potential benefits of diversity in thinking styles, stating:
“The return on investment for diversity of thought can be found in increased performance of a truly engaged workforce that collaborates and embraces creative ideas for a holistic audience. It brings in fresh information, and the independence of thought keeps employees and the organization from being swayed by a single opinion leader.”
Diversity of thought brings clear advantages to the table, including:
- A clearer perspective for a broad audience segment – Your target markets and audiences are diverse and made up of the full gamut of thinking and behavioral styles; utilize in-house resources to ensure communication is on point across the board.
- Creative tension – With diversity in thinking styles, the creative process becomes a more combative (in a good way) formula, where the best ideas rise and usually are a combination of many perspectives.
- Employee engagement – When employees know their thinking and behavioral styles are appreciated, engagement and the propensity to contribute goes up.
- Appreciation of all kinds of diversity – When cognitive diversity is touted and appreciated, employees see that differences go beyond culture, race, gender, experience, etc. and can understand that these too must be valued.
- Speed to proficiency – With a cognitively diverse workforce, employees can more easily find those who think and behave in their preferred format and accentuate their strengths to become more proficient more quickly.
One more quote from Alison Paul, Vice Chairman and US Retail Leader at Deloitte (as quoted in the Diversity Executive article), I think sums up where organizations can see results from diversity in thinking styles:
“When diversity of thought is really valued, promoted, encouraged, talked about and shared, it enriches not only everyone’s experience and that person’s feeling of being part of something larger than themselves, but it also can give clues to what customers and consumers are looking for in society and help a business better fine-tune its services, products and total value proposition both as a place to work and as a set of products and services to consume.”
Diversity in thinking styles and diversity in behavioral preferences really can propel you to new heights. We’ve seen it in our work and it’s gaining traction throughout the world of organizational development. My charge to you is to make it happen in your organization by finding the right people who bring diverse ideas and perspectives to the table.
Humberto counts with over 20 years of Advertising and Direct Marketing experience, with clients such as IBM, American Express, AT&T, Microsoft, United States Postal Service, Sears and Citibank. He worked at Ogilvy and Mather serving as Worldwide and Latin America Account Supervisor. Thereafter, He spent four years with Y&R – The Bravo Group, then the largest Hispanic agency in the U.S., where he was responsible for all Direct Marketing to the Diversity Markets. In 2004, he founded Directo Hispano, Inc. – now known as GoDiversity. Since then, GoDiversity has developed Brand and Direct Response Campaigns for AARP, IDT, UTA, Virgin Mobile, CRS, Hartford Insurance, Allied Metro Medical, Checkers, Viva la Pizza, Century, Citibank, RoadRunner, TWC and many more.
Meet Humberto at:
Panel: Finding Scale In The Many Hispanic Markets
Date/Time: September 17, 9:15 AM
Despite the size and unrivaled growth of the U.S. Hispanic population, this segment internal complexity represents a unique challenge to media buyers. One size does not fit all here. Distinguished by different national origins, language choice, generational identity and location, there are many niches within niches here. We ask the most experienced media buyers and planners in the space to map out these many markets, the challenges and opportunities they find here, and how they target these many markets at scale.
Welcome to the new mainstream. It is more than a number game. The $1 trillion in spending among 52 million Hispanic and Latino consumers is more than a big,underserved target for advertisers. This fastest-growing segment in the U.S is also on the leading edge of social, mobile and digital media use. The identities, values and brand loyalties of the next generation of a more multicultural American consumer are being shaped here. At the second edition of Mediapost new Engage: Hispanics event we explore the ways in which marketing to Hispanic consumers today, prepares brands for the future of all marketing: digital-first, social media-centric, fully untethered and with rich ethnic identities.
Engage: Hispanics will explore:
- How all marketers can learn from the digital-first behaviors of Hispanic consumers on mobile, OTTvideo and social platforms.
- Navigating the wealth of national, bi-cultural and language identifications in the many Hispanic markets.
- The unique challenge for media buyers and planners to assemble Hispanic audiences on a national basis
- What is the Total Market approach and is it resulting in better campaigns?
- The digitally-powered path to purchase
- Challenges of advertising to the most social/mobile segment in the nation.
- Best practices in messaging, language, culture for a diverse audience.
More than the largest under-tapped market, Hispanic/Latino consumers At Mediapost Engage: Hispanics conference, we help advertisers better understand their targets and perfect their aim.
NEW YORK Phil & Co., a full-service marketing and communications agency, have formed a strategic alliance with GoDiversity, a leader in Hispanic \communications, to launch “cause diversity,” offering clients in the cause space the opportunity to better reach and engage with the Hispanic market.
Leading NYC Cause Marketing & Communications Agencies Partner to Support Philanthropies and Companies Doing Good in Hispanic Community
Phil & Co., a leading full-service New York City marketing and communications agency, and GoDiversity, a leader in Hispanic brand-direct communications, announce a strategic alliance to launch cause diversity, offering clients in the cause space the opportunity to better reach and engage with the Hispanic market.
NEW YORK: Marcomms firm Phil & Co. and Hispanic brand communications firm GoDiversity have formed an alliance to help clients better engage the Hispanic market. The agencies will work with clients in the cause space through the partnership.