What makes great marketing leaders so rare is the requirement that they blend art, science, and interpersonal leadership together. While other leaders can get by with only one or two of these, marketing requires all three.
Marketing Leaders and Left, Right, and Whole Brain Leadership
The five BRAVE questions are the five most important questions for 
Here’s how they play out across scientific, interpersonal, and artistic leaders.
Scientific Leaders
Scientific leaders start by choosing which problems to solve. They are driven by creating knowledge and get there with better thinking. They connect with others’ minds to generate solutions (to their chosen problems).
Interpersonal Leaders
Interpersonal leaders start with the historical and situational context. They are driven by a cause and get there by rallying their teams in pursuit of that cause. They connect with others’ hearts to spur actions.
Artistic Leaders
Artistic leaders start by choosing their media. They are driven by changing perceptions and get there by jarring people with something new. They connect with others’ souls to change they way they feel.
Each type of leader is important in his or her own right. We need new knowledge to solve the world’s problems. We need action in pursuit of important causes. We need to feel how wonderful the world can be as we see things in new ways. Choosing which one of these is most important misses the point. We need all of them.
Marketing Leaders
Great marketing leaders must be all of these combined. Solving marketing problems requires left-brain thinking to analyze data to create new knowledge. Appreciating creative work requires right-brain thinking to interpret new ways to influence feelings and perceptions. Managing through tricky situations requires whole-brain thinking to rally the team to action in pursuit of the cause.
Implications for You
Developing future marketing leaders is a daunting task. The Gallup strengths framework can help. Recall, that framework suggests strengths are a combination of talent, knowledge, and skills. People are born with talents. They learn knowledge through study and acquire skills through practice.
Identify Talent
Step #1 is to identify individuals with scientific, interpersonal, and artistic talent. Yes. They must have all three. If they have scientific talent only, channel them to market research, planning, finance, science, technology, engineering, mathematics, or the like. If they have artistic talent only, channel them to creative tasks, design, painting, sculpting, writing, composing, acting, or the like. If they have interpersonal talent only, channel them into organizational leadership in business, sports, government, the military, or the like. Channel those with all three types of talents into marketing leadership.
Instill Knowledge
Step #2 is helping these talented people acquire knowledge. Send them to analytic workshops and classes to build on their scientific talents. Send them to creative seminars and classes to build on their artistic talents. Send them to interpersonal sessions to build on their interpersonal talents.
Develop Skills
Step #3 is putting people in situations to practice their skills. Assign them analytic projects. Give them design and creative work. Put them in charge of teams. Let them try things. Let them fail. Then pick them up and propel them forward to the next task.
Great marketing leaders blend art, science, and interpersonal leadership together. Great developers of marketing leaders inspire and enable them to do so.
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