Howard Gardner, Hobbs Professor of Cognition and Education at the Harvard Graduate School of Education, is a psychologist and author known for his theory of multiple intelligences. Application of his theory, especially for education, has been controversial. But I think his latest book, Five Minds for the Future, is a must read for technology marketing professionals.
His thesis is that, “…vast changes that include accelerating globalization, mounting quantities of information, the growing hegemony of science and technology, and the clash of civilizations,” requires, “capabilities that, until now, have been mere options.” He describes “Five Minds,” or cognitive abilities that will command a premium in the years ahead:
1. The Disciplinary Mind — the mastery of major schools of thought (including science, mathematics, and history) and of at least one professional craft.
2. The Synthesizing Mind — the ability to integrate ideas from different disciplines or spheres into a coherent whole and to communicate that integration to others.
3. The Creating Mind — the capacity to uncover and clarify new problems, questions and phenomena.
4. The Respectful Mind — awareness of and appreciation for differences among human beings and human groups.
5. The Ethical Mind — fulfillment of one's responsibilities as a worker and as a citizen.
While the book is not directed specifically at technology professionals, I found much of what he said echoed characteristics of the most effective people I know: deep domain expertise, intellectual curiosity, creativity, global perspective, knowledge of and respect for diverse cultures, and teamwork.
It is and will continue to be possible for anyone with a few of these characteristics to succeed in technology marketing, but I believe those who excel and assume positions of leadership will exhibit all of these abilities.
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