Persuasive Business Proposals, 3rd Edition

10 Weaving Your Web:How to Pull It All Together Right from the Start

OVER A QUARTER CENTURY AGO, RESEARCH INTO a particularly serious form of epilepsy revealed a startling fact. The two halves (or hemispheres) of the brain function quite differently from each other. The left hemisphere in most people controls most forms of sequential thinking, including language. The right hemisphere controls visualization and holistic or global thinking. (This hemispheric differentiation is sometimes reversed in left-handed people.) Equally interesting is the fact that people tend to be dominant to one hemisphere or the other. Just as you prefer to pick up a pen and sign your name with one hand over the other, you prefer to process information and “think” using ...