07 May 2010

Memo to H.R: Older Brains = Smarter Brains

I can’t seem to get away from this book:

The Secret Life of the Grown-Up Brain
For advertisers, everything she says is important.  Ms. Strauch talks about “creating a disorienting dilemma” and “shaking up the cognitive egg” to get our attention – not something usually done when advertising to Baby Boomers. Most ads pander and lull us to sleep.

image Carla Fried of CBS Moneywatch profiled the book:

Memo to H.R:
Older Brains
= Smarter Brains

image A new book makes the case that our brains can age as well as a vintage French burgundy; many of our most important cognitive functions actually improve with age … as Strauch’s book makes clear … older workers can provide valuable brain power to an organization.

I said pretty much the same thing a few days before, commenting on a New York Times interview with Barbara Strauch:


My book also surprised me after I read it:

The Trouble with HR
image While writing the first edition of my book way back in 2004, I ripped through it without much of a third eye – meaning, I knew what it was about but I had no idea what it was going to end up being.  When I received copies from my publisher, cracked open one, and finished it, I had a minor epiphany.  “This is really a book about HR.”  Kind of a shock, since I certainly didn’t plan it as such.  I’m one of those creative types, not a Human Resources person.

I wonder if Ms. Strauch had some of those same thoughts about her book.

I'll leave you with a quote from Rosser Reeves:

Old Masters and Young Geniuses
"No, I don't think a 68-year-old copywriter can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will produce five times the sales. And that's the name of the game, isn't it?"

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