Over the coming year we are working with our clients across education and business to research and pioneer new methods to reach audiences through design strategy, based on the theory of multiple intelligences. We believe this work could lead to breakthroughs in how we address audiences in a more effective and holistic way in the future.
The theory of multiple intelligences was developed in 1983 by Dr. Howard Gardner, professor of education at Harvard University. His theories have shaped modern reform across business and education and are sited as a reference point for many speakers on the subject. It suggests that the traditional notion of intelligence, based on I.Q. testing, is far too limited. Instead, Dr. Gardner proposes that multiple intelligences account for a broader range of human potential in children and adults. These intelligences include:
Linguistic intelligence (word smart)
Logical-mathematical intelligence (number/reasoning smart)
Spatial intelligence (picture smart)
Bodily-Kinesthetic intelligence (body smart)
Musical intelligence (music smart)
Interpersonal intelligence (people smart)
Naturalist intelligence (nature smart)
Dr. Gardner says that our schools, culture and businesses focus most of their attention on linguistic and logical-mathematical intelligence. We esteem the highly articulate or logical people of our culture. However, Dr. Gardner says that we should also place equal attention on individuals who show gifts in the other intelligences: the artists, architects, musicians, naturalists, designers, dancers, therapists, entrepreneurs, and others who enrich the world in which we live.