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Rich McLafferty

Forward From My Upcoming Book: Leading on the Right Side of the Brain

Updated: Oct 11

A New Era of Leadership


Here’s the bottom line up front: If you take only one thing from this book, let it be this—if you don’t genuinely care about people as individuals, you shouldn’t be in a leadership role. That’s the most important advice I can give (though there’s plenty more). Leadership is about people, every single day. If you’re not invested in both their personal (to a reasonable extent) and professional well-being, you’ll miss the mark of what true leadership is all about—people.


As Plato wisely said, “Only those who do not seek power are qualified to hold it.” The best leaders take on the responsibility not for authority or power, but because they genuinely care about people. They understand that people are the driving force behind every achievement and that organizations, at their core, are built by and for people—plain and simple.


That’s the heart of this book. I believe in the inherent goodness of humanity, and I believe there’s a better way to approach leadership and the world of work. This book is my way of bridging the gap between leadership and humanity, and offering a more meaningful, human-centered way to lead.


And Then Came a Pandemic


The world of work has transformed and will keep evolving. The pandemic permanently altered how we work, leaving many leaders still grappling with how to navigate this new reality. We now find ourselves at a pivotal moment, where innovation, empathy, and creativity are just as critical as logic, strategy, and execution. This shift calls for a new kind of leadership—one that embraces both the analytical and human-centric elements of leadership to thrive in this changing world of work.


Traditional leadership often leans too heavily on left-brain thinking—data, analytics, and rigid structures—which fall short in today’s complex world. Many organizations are over-managed and under-led, stuck in outdated command-and-control models that limit growth, creativity, and the human spirit.


A Non-Traditional Path


My education and experience started with leadership roles in Corporate America, combined with studying leadership at the unconventional New College in San Francisco—a forward-thinking institution that challenged traditional academic norms. I enrolled in their graduate program in Humanities and Leadership, an innovative approach that viewed leadership as a creative art. The faculty pushed us to question accepted truths and challenge the status quo.


We studied historical figures like Cleopatra and Plato, and used Moby Dick to explore leadership and followership complexities, contrasting Captain Ahab’s obsessive drive with Ishmael’s reluctant but insightful perspective.


I've always resisted the well-worn path, and the humanities provided a sweeping perspective that reshaped my understanding of leadership. This unique, non-traditional lens informs both my leadership philosophy and the insights in this book.


My journey has been a masterclass in both the best and worst of leadership. I’ve been fortunate to work alongside some of the most inspiring figures in some of the most iconic brands, learning invaluable ideas, tools, and strategies from their success. However, it’s my experiences with less-effective leaders that have truly shaped my convictions. These encounters served as clear reminders of a critical truth: organizations aren’t machines—they’re human ecosystems.


When leaders fail to see this, success becomes an illusion—productivity that lacks meaning and sustainability. Like any ecosystem, organizations thrive on diversity, collaboration, and a nurturing environment. Leaders who overlook this human element are like builders constructing houses on unstable foundations. While the structures may stand for a while, without a solid base, they’re doomed to crumble over time, making long-term stability and true success impossible to achieve.


These experiences strengthened my resolve—there must be a better way. A way to build flourishing ecosystems where individuals and the organization grow together. This belief became the foundation of my leadership philosophy: one that prioritizes results without compromising the well-being of the people who achieve them.


A Book is Born


Enter Leading on the Right Side of The Brain, a book that challenges everything you thought you knew about leadership. It offers a bold and refreshing perspective on what it means to be a leader in today’s fast-paced, constantly changing environment. It asks leaders to think beyond the status quo, to embrace creativity, and to trust in the power of human connection and intuition.


In a world where linear thinking is no longer sufficient, this book serves as a guide to unlocking the potential of your right brain—the side of you that thrives on imagination, empathy, and seeing the bigger picture. I believe that right-brain leadership is the future, and this book shows you how to embrace it.


The journey you’re about to embark on is unlike any other leadership development experience. This book isn’t a static collection of advice—it’s interactive. It engages you with creative exercises, role-playing scenarios, and real-world examples that bring to life leadership lessons from the most unexpected places: Cleopatra, Picasso, Moby Dick, and more. It dares you to rethink your leadership habits, break out of rigid patterns, and embrace a new way of thinking that will set you and your organization apart.


Throughout these pages, you’ll be inspired by the stories of visionary leaders like Martin Luther King Jr., Steve Jobs, and Oprah (to name a few) who used their right-brain creativity and bold vision to transform the world.


You’ll learn how to balance the left-brain’s need for structure and analysis with the right-brain’s ability to innovate, empathize, and connect on a deeper level. And most importantly, you’ll discover how to apply these lessons to your own leadership journey, shaping a future that’s more creative, human, and impactful.


In today’s organizations, leadership is often reduced to metrics and bottom lines. However, as Warren Bennis once remarked, “To an extent, leadership is like beauty: It’s hard to define, but you know it when you see it.” His words capture the elusive and intuitive nature of leadership—it defies easy definition, yet great leadership is instantly recognizable.


Bennis’s observation gets to the heart of what makes great leadership: it’s not a rigid set of rules or a formula. It’s an art form, a dynamic interplay between vision and execution, inspiration and action. A great leader doesn’t just manage tasks—they spark creativity, empower individuals, and elevate their teams to new heights.


This intangible quality—the "je ne sais quoi" of leadership—is what makes it so captivating and powerful. It’s a testament to the strength of the right brain: the home of creativity, intuition, and the ability to see the bigger picture. The best leaders understand that leadership is about far more than just managing—it’s about inspiring people, shaping culture, and driving bold, visionary change.


And that’s exactly what this book will help you do.


So, if you’re ready to challenge the conventional, if you’re ready to lead in a way that is both powerful and human, you’re in the right place. Leading on the Right Side of The Brain is your guide to becoming a leader who not only meets today’s demands but creates the future world of work.


This is leadership reimagined. This is leadership on the right side of the brain.


Welcome to the journey. 


Note: Warren Bennis (deceased) – A renowned scholar and pioneer in the field of leadership studies, Bennis is known for his work on leadership as an art, emphasizing the human side of management. He served as University Professor and Distinguished Professor of Business Administration at the University of Southern California and authored influential books like On Becoming a Leader.

 

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