Building Your Business the Right-Brain Way

Business isn’t just about numbers and logic—it’s also about creativity, passion, and connecting with people on a deeper level.

1. Combine Left and Right-Brain Thinking

Being strategic and analytical isn’t enough; you need creativity and empathy too. The right-brain qualities, such as imagination and emotional connection, are just as essential as the left-brain traits like organization and logic for building a business.

Entrepreneurs, like artists, navigate non-linear paths full of trial and error to bring their visions to life. Building a business requires inspiration and flexibility, just like painting a masterpiece. A purely rational approach misses opportunities to innovate and connect with customers emotionally.

Empathy plays a major role in marketing and branding. Successful businesses appeal to emotions, creating a bond between their product and the customer’s desires. Your right-brain is the master of such connections, which is why solely relying on logical thinking can leave your business feeling sterile.

Examples

• Entrepreneurs often have “eureka” moments that spark a great idea, blending logic with creativity.
• Good marketing appeals to customer emotions, such as Coca-Cola’s message of happiness.
• An artist adjusts their vision as their painting evolves; entrepreneurs must do the same with their products or services.

2. Let Passion Drive Your Business

Your business should grow from your deepest passions, just like a flower blooms from its roots. Starting with what excites and motivates you enables your work to resonate more with customers.

Artist Melissa Gazzaneo began her business in Bali, inspired by children’s love for handmade crafts. Her passion for creativity and helping others turned into a project that combined making recycled bags with funding art supplies for disadvantaged children. Starting from her passions made her business authentic and impactful.

Your message must connect to your passion and clearly reflect your values. Think of it as the nectar that attracts your “honeybees,” or customers. Being authentic creates trust and attracts the right audience who will appreciate and support your business long-term.

Examples

• Melissa’s business slogan was "Repurposed for a Purpose," reflecting her mission of helping others.
• Consultant Laura Burns tattooed her business message, “Married to Amazement,” to show her strong commitment.
• Steve Jobs’ passion for simplicity and innovation led to Apple’s breakthrough products that emotionally connected with users.

3. Build Personal Connections with Customers

Direct and personal interaction with your audience helps build trust and loyalty. Instead of waiting for customers to come to you, proactively reach out and connect with them.

Treat every interaction as though you’re speaking to a friend or a loved one. Personalizing messages, like an empathetic email, creates meaningful dialogues. Customers don’t just want information—they want to feel understood and cared for.

Find creative ways to engage during different stages. For example, teasing upcoming products, providing behind-the-scenes glimpses, addressing questions openly, and sending reminders can keep your offering fresh in people’s minds.

Examples

• Sheila Pai addressed her target audience’s struggles with opening lines like, "Dear Hardworking Parent, Parenting is hard work…"
• A behind-the-scenes video for a product launch can generate excitement and anticipation.
• Weekly reminders or Q&A sessions turn potential customers into enthusiastic supporters.

4. Create Products as Gifts, Not Transactions

Customers should feel like they’re receiving a thoughtful gift rather than making a purchase. Offering your product as something special creates emotional value and shows you care about their experience.

Kerri Richardson shifted her mindset from "selling" coaching sessions to "sharing opportunities" to help others realize their dreams. She found this approach not only helped her business financially but also connected her more deeply with clients.

Gifting a small bonus or adding creative touches to your product helps it stand out. For example, when selling handmade goods, include tiny, thoughtful extras or beautiful wrapping. People love being delighted by something unexpected.

Examples

• Adding a free leather accessory with a handmade bag enhances the buyer’s experience.
• Delivering a surprise bonus, like free online tutorials, can delight customers.
• Kerri invited clients to view her coaching as a gift for achieving their life goals.

5. Diversify Income to Avoid Burnout

Relying solely on direct, one-to-one sales or services limits your earning potential. Creative approaches can open up additional income streams while reducing demands on your time.

Service professionals, like coaches, might face time limitations when working with individual clients. Expanding to group sessions, online courses, or automated services helps reach more customers without overworking yourself.

Artisans, too, can teach their craft or sell digital patterns to create scalable, sustainable income. Diversifying your offerings ensures long-term financial stability while letting you tap into new opportunities.

Examples

• A coach turned her one-on-one sessions into group training to serve more clients in less time.
• Jane created a pre-recorded six-module health course, earning passive income online.
• A leather artisan started offering workshop lessons to expand their audience and income.

6. Delegate Tasks to Stay Focused

Taking on administrative tasks on your own might divert your energy from what matters most: your passion. Knowing when to ask for help or outsource tasks is key to avoiding burnout.

Identify tasks you dislike or don’t excel in—these are perfect candidates for delegation. Hiring specialists, building partnerships, or asking for help from your community can ease your workload and free you to focus on what you love.

Strategic collaborations can also multiply results. Partnering with others helps pool resources, share responsibilities, and reach wider audiences.

Examples

• Fiction-writing coach Beth hired an assistant for online tasks and regained her creative focus.
• A life coach teamed up with 12 artists to launch a product, combining networks and talents.
• Sharing the workload with other entrepreneurs saves time while maximizing reach.

7. Plan Ahead Creatively

Long-term planning helps you stay organized and tackle challenges as they come. Instead of boring spreadsheets, use creative methods like colorful calendars and visual mind maps.

Documenting important tasks and deadlines visually can simplify your process. Once you notice patterns, you can refine your methods for better efficiency.

Having a clear plan also allows you to repurpose work when opportunities arise. Prior preparation gives you a competitive edge to act quickly and confidently.

Examples

• The author used a wall calendar to track quarterly launches, tasks, and potential earnings.
• Mari Pfeiffer used mind maps to understand recurring tasks in her work process.
• Past sketchbooks helped the author craft a proposal on short notice.

8. Embrace Self-Care to Avoid Burnout

Entrepreneurs often take on too much, trying to control every aspect of their business. Prioritizing self-care is essential to sustain your energy and manage life’s unexpected challenges.

Seek simple solutions instead of overcomplicating problems. Take regular breaks and schedule work-free times to recharge. Create a supportive workspace filled with things that inspire and comfort you.

Caring for yourself isn’t selfish—it’s the key to maintaining the momentum of the business you’ve built with so much effort and passion.

Examples

• Sharon Tessandori used yoga to calm her mind before tackling her tasks.
• Short breaks or work-free weekends can recharge creative energy.
• Positive notes and personalized work routines encourage better productivity.

9. Stay True to What Sparked Your Creativity

In the hustle of running a business, it’s easy to lose sight of what inspired you initially. Remembering your purpose will keep you connected to your passion and your audience.

Whether it’s through storytelling, artistic expression, or simply being yourself, your unique perspective is what makes your business stand out. Stay authentic and avoid getting lost in trends or shortcuts.

Revisiting the reasons behind your work will reignite the spark that made you start this journey in the first place.

Examples

• A business founder regularly revisits old notes to stay inspired by her original ideas.
• Reflecting on client success stories strengthens purpose and fulfillment.
• Setting time aside for passion projects, free from financial goals, keeps creativity alive.

Takeaways

1. Use bold, colorful markers to visualize your business plans, focusing on big ideas first.
2. Identify and delegate tasks that drain your energy or distract from your passions.
3. Regularly take breaks and recharge to maintain a strong connection with your creativity.