Introduction
In her book "Building Your Business the Right-Brain Way," Jennifer Lee challenges the traditional notion that business success is solely dependent on left-brain qualities such as analytical thinking and strategic planning. Instead, she argues that harnessing the power of your right brain - the creative, intuitive, and emotional side - is equally crucial for entrepreneurial success.
This book is a guide for creative individuals who want to turn their passions into thriving businesses. It offers practical advice on how to balance the analytical demands of running a business with the creative spark that drives innovation and customer connection. Lee's approach is particularly valuable for artists, coaches, and other right-brain-dominant entrepreneurs who may struggle with the more structured aspects of business management.
Key Ideas
1. Embrace Both Sides of Your Brain
Lee emphasizes that successful entrepreneurship requires a balance of both left-brain and right-brain qualities. While the left brain excels at tasks like accounting, scheduling, and strategic planning, the right brain brings crucial skills to the table:
- Intuition
- Non-linear thinking
- Creative problem-solving
- Empathy
- Imagination
These right-brain traits are essential for various aspects of business, such as:
- Developing innovative products or services
- Crafting compelling marketing messages
- Building emotional connections with customers
Lee encourages readers to think of building a business as a creative process, similar to how an artist creates a masterpiece. It's not always linear and often involves trial and error, sudden inspirations, and unexpected turns. By embracing this approach, entrepreneurs can create unique and authentic businesses that stand out in the marketplace.
2. Let Your Passion Guide Your Business
Lee uses the metaphor of a flower attracting honeybees to illustrate how businesses should attract customers. Just as a flower's blossom sprouts from within, a great business idea should stem from your inner passion. This authentic core is what will ultimately draw the right customers to your business.
To implement this idea:
- Identify your true passion: What drives you? What do you care about deeply?
- Build your business around this passion
- Communicate your passion through a core message
Your core message should be an authentic expression of who you are and what you stand for. It's this genuine communication that will resonate with the right customers - the ones who truly understand and value what you offer.
Lee provides the example of Melissa Gazzaneo, who turned her passion for helping children pursue creativity into a business that makes bags from recycled gear and raises funds for art supplies for disadvantaged children. Her core message, "Repurposed for a Purpose," clearly communicates her motivation and values.
Remember, it's not about attracting all potential customers, but rather focusing on those who resonate with your core message. These are the customers who are most likely to appreciate and support your business in the long run.
3. Connect Directly with Your Customers
Unlike flowers waiting passively for bees, Lee encourages entrepreneurs to actively seek out and connect with potential customers. Building a network of supporters is crucial for business success. These supporters can become customers, provide valuable feedback, or help spread your message.
To make these connections:
- Use personal and direct communication
- Show empathy and understanding for your customers' needs
- Tailor your message to specific audiences
- Communicate at the right moments in your business cycle
Lee suggests treating your communication like love letters to your customers. For example, parent-coach Sheila Pai starts her promotional emails with "Dear Hardworking Parent, Parenting is hard, hard, HARD work," immediately showing empathy and understanding for her audience.
When launching a new product or service, Lee recommends a staged approach to communication:
- Build excitement with teasers (e.g., behind-the-scenes videos)
- Open the doors wide as launch approaches (Q&As, invitations, sign-up forms)
- Follow up with reminders and gentle nudges after launch
This approach ensures you're drawing people in at every stage of your business cycle.
4. Treat Your Products as Gifts
Lee encourages entrepreneurs to shift their mindset from selling to serving. By thinking of your products or services as gifts, you can tap into the joy and gratification of sharing something valuable with others. This approach helps you empathize with your customers and anticipate their needs more effectively.
To implement this gift-giving mindset:
- Consider who your "gift" (product/service) is for
- Think about why it's perfect for them
- Determine how they will benefit from it
- Decide on appropriate pricing
- Pay attention to presentation (packaging, additional features)
For example, when selling a handmade leather bag, you could include a unique accessory or offer a free subscription to online leatherwork courses. These thoughtful additions enhance the perceived value of your product and create a more memorable experience for your customers.
5. Diversify Your Income Streams Creatively
Many entrepreneurs, especially those in service-based businesses, face a financial ceiling due to the direct exchange of time for money. Lee encourages creative thinking to overcome this limitation and diversify income streams.
Strategies for diversification include:
- Transform individual services into group offerings
- Create digital products (e.g., online courses, e-books)
- Offer complementary products or services
For example, a coach could turn individual sessions into group workshops, allowing them to serve more clients and potentially lower prices to attract more customers. A leather artisan could start offering leatherwork classes or selling patterns and tutorials online.
By thinking creatively about your offerings, you can increase your income potential without necessarily working more hours.
6. Focus on Your Strengths and Delegate the Rest
Lee acknowledges that many creative entrepreneurs struggle with administrative tasks that feel boring or overwhelming. Her advice is simple: focus on the tasks you love and get support for the rest.
To determine which tasks to outsource:
- Identify what you're not good at
- Note what takes too much of your time
- Recognize tasks that bore you despite being easy
- Pinpoint what drives you crazy
Options for getting support include:
- Hiring specialists for specific tasks (e.g., bookkeeping, web management)
- Forming strategic partnerships with other entrepreneurs
- Collaborating on projects to share workload and expand networks
Lee shares the example of life coach Tiffany Han, who collaborated with 12 artists to create a product package combining art prints with coaching exercises. This collaboration not only resulted in an attractive product but also minimized marketing efforts by leveraging a larger network.
7. Make Planning Creative and Visual
For right-brain dominant entrepreneurs, traditional planning methods involving spreadsheets and detailed schedules can feel stifling. Lee suggests making planning more creative and visual to keep both sides of your brain engaged.
Creative planning methods include:
- Using a large wall calendar with colorful markers to map out projects and deadlines
- Creating mind maps to document business processes
- Sketching out ideas and plans in a visual format
These methods allow you to see the big picture of your business while still capturing important details. They can also help you identify patterns and recurring tasks, making future planning easier.
Lee shares her own experience of using old sketchbooks to quickly put together a proposal for an unexpected opportunity. By having visual records of her previous work, she was able to craft a successful proposal with minimal effort.
8. Practice Self-Care to Sustain Success
Lee emphasizes the importance of self-care in maintaining long-term business success. She encourages entrepreneurs to let go of the urge to control everything and instead face life with ease.
Strategies for practicing self-care include:
- Seeking simple solutions instead of overcomplicating things
- Taking regular time off (e.g., work-free evenings)
- Creating a supportive work environment
For example, yoga teacher and life coach Sharon Tessandori prioritizes self-care by starting her workday with a brief yoga session to center herself before tackling emails and administrative tasks.
Lee reminds readers that as an entrepreneur, you are the most important asset in your business. Taking care of yourself is not just a personal indulgence but a crucial business strategy.
Practical Applications
Throughout the book, Lee offers numerous practical tips for implementing her right-brain approach to business. Here are some key actionable ideas:
Use visual tools for planning: Employ large wall calendars, mind maps, and colorful markers to make planning more engaging and creative.
Write love letters to your customers: Craft your marketing messages and communications as if you're writing to someone you care about deeply.
Create a self-care routine: Establish regular practices that help you relax, recharge, and maintain your creative energy.
Collaborate with others: Look for opportunities to partner with complementary businesses or fellow entrepreneurs to share workload and expand your reach.
Regularly reassess your tasks: Periodically review your workload to identify tasks that can be delegated or outsourced.
Embrace imperfection: Remember that building a business is a creative process that involves trial and error. Don't let perfectionism hold you back.
Make your workspace inspiring: Surround yourself with objects, colors, and affirmations that boost your mood and creativity.
Use storytelling in your marketing: Share the story behind your business and products to create emotional connections with customers.
Experiment with different income streams: Don't be afraid to try new product or service offerings to diversify your income.
Practice gratitude: Regularly acknowledge and appreciate your customers, collaborators, and your own progress to maintain a positive mindset.
Conclusion
"Building Your Business the Right-Brain Way" offers a refreshing perspective on entrepreneurship that speaks directly to creative individuals. Jennifer Lee's approach emphasizes the importance of balancing analytical business skills with creativity, intuition, and empathy.
Key takeaways from the book include:
- Successful entrepreneurship requires both left-brain and right-brain skills.
- Let your passion guide your business and attract the right customers.
- Connect authentically with your audience through personalized communication.
- Treat your products or services as gifts to shift from selling to serving.
- Think creatively to diversify your income streams.
- Focus on your strengths and get support for tasks that drain you.
- Make planning visual and creative to engage both sides of your brain.
- Prioritize self-care to sustain long-term success.
By implementing these strategies, creative entrepreneurs can build businesses that not only succeed financially but also align with their values and allow their unique talents to shine. Lee's book serves as a valuable guide for those looking to turn their passion into a thriving, sustainable business without sacrificing their creative spirit.
The author encourages readers to embrace their right-brain qualities as assets rather than liabilities in the business world. By doing so, entrepreneurs can create unique, authentic businesses that stand out in the marketplace and bring joy to both themselves and their customers.
Ultimately, "Building Your Business the Right-Brain Way" is about finding a harmonious balance between creativity and practicality, passion and profit, and personal fulfillment and business success. It's a reminder that there's no one-size-fits-all approach to entrepreneurship, and that embracing your unique strengths and perspective can be the key to building a business that truly resonates with you and your ideal customers.