Developing A Humanology Mindset

In previous articles, I shared the view that in order to find success in marketing today, marketing leaders cannot take an either/or approach (data or creativity). We must take an “and” approach that blends human insights and creativity with data and technology.

We must treat data and creativity as equal partners and become both creatively led and digitally led.

As a reminder, Humanology is the practice of blending creativity rooted in human insights with data that informs and technology that amplifies to generate ever-improving results. At Jan Kelley, we believe that it’s critical to finding success in modern marketing.

When it comes to unlocking the power of this approach, it all starts with developing the right mindset: A Humanology mindset.?

What is a Humanology Mindset?

The Humanology mindset is really made up of three mindsets: a creative mindset, a digital mindset and a growth mindset. The key is bringing all of these mindsets to bear on the marketing challenges we are solving.?

It also involves mindset switching, where we disengage from one mindset and then actively engage in a different and possibly opposing mindset. There have been many studies and much written about how to change your mindset, but in today's world, one permanent mindset is not enough.

Just as we toggle between many open tabs in our browser, we need to develop the skill to actively toggle between different mindsets as we develop strategies and implement solutions.

Let’s unpack each of these mindsets in more detail.

What is a digital mindset and how do I develop it?

Having a digital mindset means being comfortable with and proficient in using digital tools and technologies to solve problems and create opportunities. It involves embracing the digital world and the possibilities it presents, while also being aware of the potential risks and challenges.

In their 2022 book The Digital Mindset: What it really takes to thrive in the age of data, algorithms and AI, Paul Leonardi and Tsedal Neeley describe a digital mindset as more than learning new technological skills essential for digital transformation, but also as being motivated to use these skills to create new opportunities.

Leonardi and Neeley describe a digital mindset as a set of attitudes and behaviours that enable people and organizations to see how data, algorithms and AI open up new possibilities and to chart a path for success in an increasingly technology-intensive world.

To develop a digital mindset, here are some strategies you can use:

1. Stay curious and open to learning: Keep up to date with the latest digital trends and technologies. Take courses or attend workshops to improve your digital skills and knowledge.
2. Be comfortable with change: Technology is constantly evolving, and it's important to be adaptable and flexible in the face of change. Embrace new technologies and be open to trying new things.
3. Be aware of digital security: Protect yourself by being aware of potential security risks and taking steps to protect your personal data.
4. Focus on the user experience: Keep the user in mind when developing digital solutions. Consider how your audience will interact with your digital creations and strive to create a positive user experience.
5. Experiment and explore: Don't be afraid to try new digital tools and experiment with different approaches. Learning by doing is a great way to develop your digital skills and knowledge.

By incorporating these strategies into your daily routine, you can develop a digital mindset that will help you stay ahead in an increasingly digital world.

Pro Tip: When developing your digital mindset, think about Katherine Johnson (played by Taraji P. Henson in the film Hidden Figures).?

What is a creative mindset and how do I develop it?

Having a creative mindset means having an open, curious and imaginative approach to problem solving and idea generation. It involves the ability to think beyond the obvious solutions and to generate novel and innovative ideas.

A creative mindset is characterized by a willingness to take risks, experiment and explore new possibilities. It involves embracing ambiguity and uncertainty and welcoming the discomfort that comes with trying new things.

Individuals with a creative mindset also tend to have a strong sense of curiosity and a desire to learn and discover new things. They approach problems with a sense of wonder and a willingness to challenge assumptions and break free from conventional thinking. Developing a creative mindset is a process that requires practice and experimentation. Here are some strategies you can use to develop a more creative mindset:

1. Cultivate curiosity: Ask questions, explore new topics and ideas and seek out new experiences. The more curious you are, the more likely you are to uncover new opportunities for creativity.
2. Practice divergent thinking: This means generating multiple ideas or solutions to a problem, without judging or evaluating them. You can use techniques like brainstorming or mind mapping to practice divergent thinking.
3. Embrace uncertainty: Creativity often involves exploring unknown territory. Learn to be comfortable with ambiguity and uncertainty, and embrace the challenges that come with trying new things.
4. Collaborate with others: Working with others can help you generate new ideas and perspectives, and provide valuable feedback on your work.
5. Take breaks: Creativity can be exhausting, so it's important to take breaks and recharge your batteries. Do something that relaxes you, like taking a walk or practicing meditation.

Incorporating these strategies into your daily routine can help you develop a more creative mindset over time. Remember that creativity is a skill that can be developed with practice. Here are some more suggestions to help you build your creative mindset.?

Pro Tip: When thinking about developing your creative mindset, think about Albert Einstein.

What is a growth mindset and how do I develop it?

The growth mindset idea comes from world-renowned academic scholar Carol Dweck. Dweck is one of the world's leading researchers in the field of motivation. She focuses on why people succeed and how to foster the idea of success.

Individuals with a growth mindset believe that their talents and capabilities can be enhanced through learning, practice and taking on new challenges. In contrast, people with a fixed mindset believe that their abilities are static and predetermined, and that they cannot change or improve their intelligence, talents or skills.

A growth mindset is a belief that one's abilities and intelligence can be developed and improved through hard work, dedication and perseverance.

Here are some ways to develop a growth mindset:

1. Embrace challenges: Instead of avoiding difficult tasks or situations, approach them with enthusiasm and an open mind. View challenges as opportunities for growth and learning.
2. Cultivate a love of learning: Develop a passion for learning and seek out new knowledge and skills. Read books, take classes and engage in activities that challenge and expand your mind.
3. Focus on effort, not just outcomes: Celebrate your effort and hard work, rather than just the end result. Recognize that failure and mistakes are opportunities for learning and improvement.
4. Adopt a positive attitude: Replace negative self-talk with positive affirmations and focus on your strengths and abilities. Practice gratitude and look for the good in every situation.
5. Surround yourself with supportive people: Seek out individuals who share your growth mindset and who will encourage and motivate you to achieve your goals.

By adopting a growth mindset, you can develop a more positive and resilient outlook on life, and achieve greater success and fulfilment in all your pursuits.

Pro Tip: When you think about developing a growth mindset, channel your inner Michael Jordan.

Words of wisdom from someone who’s doing it right

Gizele Lodi, Global Chief Marketing Officer of EZRA Executive Leadership Coaching (and former Jan Kelley team member), is someone who has truly embraced the three elements of the Humanology mindset: a digital mindset, a creative mindset and a growth mindset.??

I asked her how she does it:

Q: Do you believe that marketing leaders today need to have creative, digital and growth mindsets? What does having a mix of mindsets mean to you?

A: Absolutely! In today's complex and fast-changing business landscape, marketers face the difficult challenge of breaking through the noise and capturing the attention of a constantly distracted audience. This is particularly critical in B2B marketing, where buyers are beset by information overload, attention deficit and burnout. To succeed, marketing leaders must cultivate a flexible mindset that combines creativity, digital savvy and a relentless drive for growth. By embracing this multifaceted approach, they can deliver compelling solutions that engage customers, enhance brand awareness and drive business outcomes.

Q: How do you apply these mindsets to your work? Do you apply them together or do you toggle between them??

A: As a marketing leader, I firmly believe in integrating all three mindsets—creative, digital, and growth—all the time to develop and execute a comprehensive marketing strategy. The growth mindset sets clear goals and metrics to measure the success of all marketing efforts and provides the framework for testing, while the creative mindset looks for innovative solutions to drive growth. The digital mindset understands the channels and technologies that enable these creative ideas to reach the target audience effectively. By working in unison and supporting each other, these mindsets can create a powerful force that delivers impactful results.

Q: You lead a large and rapidly growing team. How do you develop these mindsets within your team?

A: The most successful marketing teams are constantly testing, iterating and sharing learnings to inform new cycles of creativity. I focus on four key pillars: 1.) Establish clear goals and metrics: A growth mindset starts with setting goals and metrics, and for my team we are using objectives and key results (OKRs). This provides a roadmap for short-term, mid-term and long-term success. 2.) Encourage continuous learning and development: To stay up to date with the latest trends and enhance their skills, I encourage team members to attend industry conferences and take courses relevant to their goals. 3.) Foster a culture of creativity: The team is encouraged to share ideas, test new concepts and take calculated risks to drive growth. We strive to think outside the box and challenge assumptions. 4.) Emphasize collaboration: We encourage cross-functional collaboration to develop an integrated mindset. Team members with different skill sets work together on different projects and share insights and feedback to achieve the best results.

Q: What advice do you have for marketing leaders who are trying to develop this mindset themselves or within their teams?

A: To develop digital, creative and growth mindsets, I believe in fostering a culture of collaboration as the main driver. Today's marketers must break down silos and bring creative, digital and data teams together to share insights and work towards common objectives. I encourage my team to work together to push the boundaries, experiment with unconventional solutions and stay on top of emerging trends and tools. To truly embrace these mindsets, you need to be flexible, adaptable and willing to pivot and adjust strategies as needed. Openness to feedback and experimentation is key to driving growth and success.

Bringing these three mindsets together to develop a Humanology Mindset

I know what you’re thinking, “Sure – this all sounds good, but it’s also overwhelming. I can’t possibly know everything about everything and be great at everything.”?

Here are a few things to keep in mind. You don’t have to be an expert at everything.??According to authors Tsedal Neeley and Paul Leonardi, you only need about 30 percent fluency in a handful of technical topics to develop your digital mindset. They call this the 30 percent rule. We can all get to 30%! It’s also about the company you keep. By surrounding yourself with curious and creatively minded people, you will naturally begin to become more curious yourself. You will consume new and different content and begin to connect new thoughts. Finally, you’re already doing it. You likely didn’t get where you are today without already having a growth mindset; the belief that with work, you can improve your skills over time. So keep doing what you are doing!

Let me know what you are doing to develop your Humanology Mindset!