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At Byasllae Creative Ltd. we write, direct, and produce television and radio commercials, videos, and TV shows. Our responsibilities include writing, directing, editing, narrating, custom filming, graphics, and music. We exist to create. We are the archetypal right-brained company—even down to our name. Byasllae is an acronym for Because Your Advertising Shouldn’t Look Like Anyone Else’s. Yes, we made it up.
Before attending The Brain Program, we already had a pretty good idea that we were right-brained innately and that many of our clients were left-brained. But we didn’t know why our clients sometimes seemed unable to understand what it was we were saying to them. Now we do.
We were talking to our Frontal Left clients in Frontal Right language. Our description of variety, uniqueness and, to some degree, change for the sake of change, had no meaning to clients who loved to speak of return on investment and increased profitability; clients whose favorite phrase was if it ain’t broke, don’t fix it. Back then (before we attended The Brain Program), in an effort to communicate better, we tried to live in their left-brained world and found it exhausting, unproductive, and highly unsatisfying. It was a modern-day Tower-of-Babel situation—and it was ugly.
Enter Arlene Taylor. She taught us to accept ourselves and the image our clients have of us, and to use it to our advantage. Now we explain our creative concepts in terms they understand. Terms such as increased market share and dominant share of voice.
We have also learned to be aware of each client’s sensory preference, and to tailor our information/presentation accordingly. But by far the most important change is a personal one. We now spend much more time living in a state of joy (enthusiasm) rather than in the fear and sadness we experienced before—because we didn’t fit into the left-brained world.”
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