The Institute of Practitioners of Advertising will shortly be launching their new self-assessment tool on thinking styles. After studying the brains of some of the most effective and successful people in the advertising industry, they have developed a model which identifies an uncommon ability to think in two complementary ways. They call it 'diagonal thinking' because it's a potent mix of linear, rational thinking and creative, lateral thinking which means the thinking is happening 'diagonally' across the left and right hemispheres of the brain.
Word on the street is that this could be big news for all the creative industries and you can sign up here for an alert when the project goes live.
