I can't see the picture in my head. I can't even hear the sounds in my head. In fact, I cannot reproduce any of the five senses. I have full blown aphantasia (in varying degrees). This essentially means that I have no mind's eyes.
It is estimated that more than 2% of the population is numb. There have been records of people talking about not having a mind's eye since the 1800s, but it wasn't until 2015 that academic research was published and awareness grew.
If you had a mind's eye and I asked you to imagine an apple, you would probably say that you could clearly see the apple. Some people may have a 3D image, others may see and smell an apple. On the other hand, I don't know where in your mind there is room to imagine that apple.
Many people report discovering they have aphantasia as adults, and not until their 30s or 40s. It makes sense because we rarely think about how our brain works, and since it's our only brain, we know nothing about what it is. . We only become aware of it when something evokes the idea of comparing the differences in how our brains work. Although everyone's story is different, among my friends and colleagues, I see similarities in how adults perceive ADHD and autism.
Deeper insights are possible when you expand your thinking and look at the world without assuming that everyone's brains work the same way.
I'm a little weird. Because I've known about my “different” brain since I was 18, thanks to my A-level English literature teacher, Mr. Jackson. We were talking about imagining what the characters would look like and the images that the text they were reading would evoke. He explained that he couldn't see the picture in his head. It stopped me in my tracks because I realized I couldn't do that either.
Now it seems strange that I follow the language used in relation to visualization, but I didn't know anything else (and this is much more than the 2015 study That was before). In that class, we began to explore dominant narratives and assumptions about visualization and how it changes our lived experience.
This sparked my interest in understanding how the brain works. And (luckily) I also had his A-levels in Psychology, so I was able to build a foundation for my studies. During my academic career, I have continued this interest by publishing on consumer neuroscience and neuromarketing. As a PhD student, I volunteered for a friend's MRI study, and she gave me photos of her brain scans. It's displayed in a frame in my office.
Authenticity should start with marketers not doing marketing
I've spent time trying to understand how my brain works. When I was young, I realized that the reason I was bad at math was because the teaching method relied on visualization. I found it difficult to think about things mentally, so I memorized them and quickly forgot them. The very harmful label “I can't do math” became ingrained and I had to work hard for it.
Photography is very important to me because it is the only way to visually represent moments from the past. You can tell what things or people look like, but you don't bring up the image in your head to do it. It's not a list. The best way to describe it is knowledge. I also had to develop study and review techniques that worked for me. Since I can't hear sounds in my head, I can't hear voices or music, but I can play instruments and sing (although I'm bad at it).
Feeling of being seen
As marketers, we know that empathizing with our customers is extremely important. We can put ourselves in their shoes and expand our thinking. We can see the world through the lens of different mechanisms in our brains. Understanding your customers' actual experiences goes beyond lifestyle, preferences, and interactions.
I'm not saying that we have to consider every variation in how the brain works in every situation. That will lead to creative paralysis. Additionally, thinking about the idea of neurodiversity means acknowledging that everyone's brain is unique, just like a fingerprint.
Neurodiversity is actually based on the idea that variation in the way our brains work is normal. In fact, I argue that neurodiversity contributes to the richness of society. Neurodiversity is an area where neurological differences are recognized, including dyslexia, ADHD, autism, etc. With the right support and the right environment, these are not obstacles, and much work is being done to diagnose and understand them to help.
Many people are labeled as “difficult to manage'' or “not a team player'' because they are not understood.
Expanding your thinking and looking at the world without assuming that everyone's brain works the same way can yield deeper insights and enable innovative ways to connect with your customers. It will be. It's powerful when people feel “seen” or understood. It fosters connection, draws people together and away from the feeling of being “other” or different. The desire to belong is a core aspect of human nature.
When we think about inclusion and how to be inclusive, this is another way to think about our approach. We've made great strides in thinking about accessibility and training in the workplace and beyond, but there's still work to be done.
Meaningful purpose can come from being a marketer and a mother
I recently coached someone newly diagnosed with neurodivergence. They didn't want to reveal this at work and felt embarrassed because they didn't want to be labeled. This trend was further amplified because if they went 'public' with their diagnosis, it would certainly prevent them from being promoted to leadership positions for which they were being considered. Their decision to keep this a secret made me wonder, how many other people feel they also have to hide how their brains work?
A statistic that has stuck with me since I first read it in the 2020 Leadership Institute research report is that 50% of 1,156 UK employers said they would not hire neurodivergent people. (Tourette's disease and ADHD have the highest levels of stigma). . An estimated one in seven people in the population are neurodiverse, and there is still a lack of understanding and awareness about neurodiversity.
Prioritize inclusivity
Inclusion is about creating an environment where everyone feels valued, respected and supported, regardless of their differences. This is not only something that can be done by those who combine the letters E, D and I in their job titles.
Leaders and managers need to do better. Many people are labeled as “difficult to manage'' or “not a team player'' because they are not understood. The lack of inclusivity here comes from the top down, failing to recognize the value and contribution these individuals provide.
As marketers, we strongly believe that we have a role to play in fulfilling social responsibility. We tell people's stories and we shape stories. Alongside top-down approaches that are necessary and important to achieve inclusivity, we can also play a vital role in bottom-up approaches.
It's powerful when people feel “seen” or understood. It fosters connection and brings people in.
Embracing neurodiversity means advocating for understanding and inclusion in all aspects of society. Aspects that we touch on as marketers. We can reflect neurodiversity in the communications we send to the world. Build inclusivity into your brand and employee experience. We can consider the customer journey and create a comprehensive experience.
People are actively looking for places where they can be themselves, both at work and in life. As marketers, we can help recognize and articulate neurodiversity and its associated strengths and challenges, and create the tools and environments in which people can thrive.
As Neurodiversity Celebration Week 2024 comes to a close, we wanted to take this opportunity to have an open conversation about our brains. Questioning your assumptions about how others think and feel based on how your own brain functions is a great place to start. I'm sure asking a friend or colleague how they experience the mind's eye will lead to an interesting conversation. To foster inclusivity, we can all be curious and learn about the brain by asking simple questions and reflecting on the diversity of our experiences.
If you're reading this and suddenly realize something about your brain, you're not alone. There is a lot of great research being done on the brain, and there are many resources and supportive communities out there. It must also be mentioned that psychological support is available through medical services. I'm no expert, but I've lived with my brain all my life, so I'm always happy to talk and share.
Laura Chamberlain is an award-winning professor at Warwick Business School, marketer, career strategist and coach. She is also the founder of the self-help consultancy Think Talk Thrive.
