Rosenthal: Extraordinary Thinking Leads To Extraordinary Results

The key to driving exceptional sales growth is understanding the biases of the brain so you can think differently to drive exceptional sales growth.

That was the takeway from a rousing 60 minute interactive session at XChange Tech Innovators 2009 on Monday evening with Steve Rosenthal, vice president of Gap International,a global management consulting company headquartered in Philadelphia that works with executives to drive extraordinary sales growth

First off, executives must realize that the human brain is wired for certainty and predictability, a desired expected emotional outcome and to avoid threat, said Rosenthal. "Anything with a threat or a fear factor you are likely to avoid," emphasized Rosenthal.

With that understood, solution providers that want to drive extraordinary sales growth need to "interrupt and bypass the brain system," said Rosenthal. That can happen with as simple a task as opting not to order desert if you are at a restaurant but you are watching your weight, he said.

Putting that into business practice means moving beyond the "current thinking" that translates into "current actions" and "current results," said Rosenthal.

One example of the extraordinary thinking is the case of Parrish Galliher, founder and CTO of Xcellerex, a Marlboro, Mass company which has come up with a breakthrough next generation vaccine manufacturing that is saving lives, said Rosenthal.

Galliher only came up with the breakthrough idea while in a swimming pool looking up at the stars with a cigar in one hand and a Martini in the other, said Rosenthal. The key, he said, was Galliher's ability to "challenge his current thinking." That led to the breakthrough thought that pharmaceutical manufacturing could be done via a "portable manufacturing" that could easily be done anywhere in the world.

That has led to a large contract for Xcellerex to by the US Government to bring its portable manufacturing process to Nigeria where it will be used to prevent illneses like Malaria that are preventable with vaccines, said Rosenthal.

"If first base is current thinking and second base is extraordinary thinking, you can't steal second base without taking your foot off first," said Rosenthal.

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