Dyslexic thinking in sales

Introduction

Dyslexia used to be seen primarily as a disability, but today it is understood as a distinct cognitive approach that is also beneficial in business. Notable entrepreneurs such as Henry Ford, Walt Disney, Richard Branson , Steve Jobs, Ingvar Kamprad, Jo Malone, Charles Schwab, and Tommy Hilfiger, to name a few, have been diagnosed with dyslexia. Studies show that 35% of U.S. entrepreneurs have dyslexic traits and 22% are highly or even extremely dyslexic, which is significantly above the national average.

?

Yet an estimated three-quarters of dyslexics tend to hide their condition from employers. And as John T. Chambers, former CEO of CISCO, said, “25 percent of CEOs are dyslexic, but many don’t want to talk about it.” The stigma of being anything but “normal” puts pressure on many successful innovators, designers, engineers, and sales professionals to hide their dyslexia in order to “fit in”." Paradoxically, the CEO of a company might also suppress his or her dyslexia for similar reasons.

This scenario is both comical and tragic. A world that honors diverse cognitive abilities promises a better future. In this article, I want to highlight the benefits of dyslexic thinking for sales.

?

Misconceptions about dyslexia?

While researching for this article, I have come across claims that deny Steve Jobs' dyslexia based on his good writing skills and his ability to handle hundreds of emails per day. This view completely misinterprets dyslexia. Dyslexia is not a disability, it is non-linear thinking characterized by pattern recognition, spatial reasoning, and lateral thinking. However, it can make mastering linear tasks such as writing difficult. But, when dyslexics adapt their innate three-dimensional perception to two-dimensional tasks, their talents emerge, as evidenced by numerous writers diagnosed with dyslexia.

?

The thrill of writing is especially great for dyslexics because mastering it means overcoming a primary challenge. One successful writer sums up this feeling:

"When I was at school, I struggled. I didn’t do well because back then,if you had a learning difficulty it was usually misunderstood. Rather than being helped you were considered stupid and put in remedial classes. I left school believing I was just that… Nothing proves my childhood self-limitation wrong more than becoming an author. Despite being in remedial English, I have now written a dozen books. In fact, I now coach others to become authors!”

The Triad of Success of Dyslexic Thinking in Business

According to Dr. Sara Agahi's 2014 study, three primary elements underpin the business powers of dyslexics:

• Social Elements: Emphasizing teamwork, empathy, and effective communication.
• Mental Elements: Showcasing innovation, creativity, visuo-spatial skills, and a holistic view of situations.
• Work Elements: Demonstrating determination, resilience, proactivity, and adaptability.

It's easy to see that these traits are critical not only for entrepreneurs and innovators, but also for sales professionals. Strong empathy with excellent presentation skills, holistic vision combined with determination and adaptability. What could be a better combination of skills for a salesperson?

?

Surprisingly, there is little academic research looking at dyslexics in sales, which is a gap in our knowledge. However, there are some insights from #theforgottenartofsales (as you probably know, I’m inspired by studying old sales literature published before the digital revolution). At the time, researchers noted that sales is a profession “into which are filtered the sons of managers, professionals, and proprietors who are unable to keep up with the standards set by their fathers' standards.” In other words, the sales profession has always been a place to go for people who didn’t fit the norm. And that has always included many dyslexics who succeed in the profession.

?

Dyslexic’s Empathy in Sales

Classical sales literature often asserts that sales success depends on the ability to "align with the customer" and understand his or her perspective. The old literature describes empathetic understanding as enabling the salesperson to see things in a new light and to develop a knowledge of the consumer that enables him or her to be genuinely kind to his or her customers. This empathetic insight enables salespeople to innovate and build genuine relationships with their customers.

?

Although there is no conclusive reason for the increased empathy of dyslexics, some theories suggest a link to the mirror neuron system, which is responsible for observational learning-an area in which dyslexics are particularly good. Another perspective points to formative challenges in childhood.

?

A former highly successful sales manager of company Honeywell, when interviewed by Dr. Sara Agahi told following about his experience in sales.

?“… empathy, In my job as a salesperson, I think in your job as anything, if you have a strong degree of empathy then it helps. It helps immensely. Certainly with sales, and I think that being dyslexic, its hard and it’s like hardship building character, so I think that the fact that you have been told that you are stupid and slow and all of those things, you know how it feels and we all have difficulties in our lives and so understanding it and seeing people as people with their vulnerabilities is a good thing, and it may be a positive thing coming through all the difficulties.? I recognize it as a key thing.”

?

Dyslexic’s Presentation Skills

It may seem counterintuitive that those who are challenged by linguistic tasks excel at presentations. Much of this article is based on Poliana Piacesi Sepulveda, MSc, PhD. doctoral thesis, “DYSLEXIA: HIDDEN TALENTS IN THE WORKPLACE,” from 2018 (thank you for your excellent research!) Her findings suggest that dyslexics are adept at communicating their ideas when they organize them. This aligns with my personal experience: if I am well versed in a topic, I can provide high quality presentations.

?

I theorize that exceptional visual-spatial skills play a crucial role. Many dyslexics have unparalleled abilities in this area, as rumor has it that NASA actively recruits individuals with these talents— - reportedly half of the workforce is dyslexic. It is easy for us dyslexics not only to imagine objects, but also to see them as a dynamic 3D image and to recognize spatial relationships and patterns. The same is true for ideas and concepts. When we are familiar with a topic, we can illuminate it from different angles and tailor our presentations to the audience.

?

And according to the lessons from #theforgottenartofsales, an effective sales presentation aims to capture the customer’s imagination. As yesteryear sales experts advocated, "Engage the imagination and the emotions" because "imagination is infectious.”

?

Determination and Resilience:

Cloud9 Insight CEO and founder Carlene Jackson, MBA OU sees her dyslexia as a gift. She asserts, "If you're dyslexic, you can never truly fail because you recognize that immediate success might be elusive, prompting the need for alternative solutions.” This unique determination and resilience often stems from facing challenges at a young age. Even though these hurdles are intimidating, they foster the determination and resilience that are invaluable in business.

?

Dr. Sara Agahi's studies underscore that many dyslexics feel the compulsion to validate their abilities in a world that often mistakenly views us as 'less capable." Such adversity, especially in tasks such as long-term planning, is a testament to our resilience. One person commented, “When I have applications to complete, I lean towards hand-writing them... I always confront my challenges directly."

?

For those diagnosed later in life, the revelation can be a transformative experience, and I can attest to that. Realizing that all those self-limiting beliefs are wrong and the struggle is not your fault but a product of a different processing style sets you free. With this realization, you can feel that you can cope with any difficulties drawing from past experiences of 'failures' and bouncing back.

?

Proactivity: Anticipating Tomorrow's Challenges:

Successful dyslexics inherently strive to be one step ahead. In the face of unique challenges, we are conditioned to make predictions, recognize potential pitfalls, and act preemptively. This proactive mentality is a valuable trait in the ever-evolving business world. Coupled with an understanding of our own needs — for example, when we need more time to complete certain tasks— - it makes us exemplary planners. Our innate proactivity combined with our inherent determination primes us for success.

?

Flexible Coping Strategies: The Art of Adaptation:

Dyslexics often have an uncanny ability to craft tailored coping mechanisms. From a tender age, we develop innovative methods for processing and retaining information. Techniques such as note-taking or visual aids like mind maps prove crucial. These strategies not only improve memory, but also conceptual clarity. We also cultivate lateral thinking and often look for original solutions or ways that make us experts at solving problems.

?

Conclusion:

Dyslexia, often misunderstood and stigmatized, is in many ways an asset masquerading as a challenge. From empathy to relentless determination to unparalleled proactivity, the dyslexic mindset is an arsenal of qualities tailor-made for success in business. As the business world becomes more dynamic, it's important for companies to recognize and leverage the strengths of dyslexics. By recognizing and honoring these qualities, companies can not only foster an inclusive culture, but also unlock unparalleled potential and redefine the paradigms of success.

?