Executive unseen

And each of us prefers one mode over the other. Some, however, are more whole-brained and equally adept at using both modes.

Thai Gypsum Product sales and marketing director Valit Jiyavorananda is a good example of this. His creative skills combined with analytical skills make him a success in his career.

Working as marketing director in the construction industry with a background in architecture is not easy, but Valit does it well. While marketers sell products and architects the concept, Valit believes both need resourceful creativity and dynamic energy.

"Architecture is not pure art, but it is a combination of art and science, as it is the creative problem solver who translates requirements into a 3-D form by visualising the design and communicating it. Therefore, it needs both art and science skills," Valit says.

In his leisure time, Valit still loves to develop his right brain by planning homes for his friends. He does not do it for money but for the pleasure of it. So now, there are many beautiful houses in Bangkok showcasing his creativity. And one of those is his own house.

Valit's house has no particular style, as his only concern was the utility it would provide his family. As it is next to a lagoon, it has been specially created so that the members can see the water body from most spaces in the house.

Yet, another activity to develop his right brain is to play the guitar with his family.

"Our family's favourite activity is playing music together. I have been playing the guitar since I was in high school. Recently, I performed with my children at the KPN event. My son plays the piano and my daughter the violin. It is great fun and helps you relax," Valit says.

He believes music can help develop his creativity, imagination and concentration. He prefers to develop both sides of his brain, as he thinks they support each other.

"The amount of creativity and imagination you need on a day-to-day basis depends on the nature of your business. But many businesses now ask that analytical skills be balanced with creative skills because there is far more competition in the modern business world. Creativity is no longer an add on. In a world where cars are sold as a lifestyle product and coffee shops are sold as an experience, the ability to think creatively and to understand customers is a must," Valit says.

However, this will not happen overnight. Your success will come from doing it your way, as it has no pattern, no time, guarantee and no one knows how it can be achieved, but you.

Sasikarn Watthanachan is senior PR manager of Yum Restaurants. Write to her at, Sasikarn_watt@yahoo.com