From Concept to Icon: Successful Pharma Brand Management (Part 14) –Why AQ, BQ, CQ, DQ, EQ Trump IQ Alone
As an avid reader at the British Library, a few years back before the Covid era, I was reading an interesting topic in a magazine on psychology and had made notes. I was trying to understand what exactly is Intelligence Quotient and whether it is a measure of one’s intelligence. Let me share my learning’s.
IQ tests are designed to measure certain cognitive abilities, but it’s not entirely correct to say that IQ is a comprehensive measure of one’s intelligence.
I loved the logic given in that magazine.
IQ tests have a limited scope. IQ tests typically focus on logical reasoning, pattern recognition, verbal comprehension, and mathematical skills. They don’t capture other important aspects of intelligence like emotional intelligence, creativity, or practical problem-solving.
Many IQ tests have been criticized for cultural bias for potential cultural biases, as they may favor individuals from certain educational or cultural backgrounds. (Cultural bias is the tendency to interpret and judge phenomena based on the standards and values of one’s own culture).
IQ scores can change over time and can be influenced by factors like education, environment, and practice.
While IQ scores correlate with some measures of academic and professional success, they don’t account for other crucial factors like motivation, emotional stability, or social skills. IQ tests do measure certain cognitive abilities that are associated with intelligence, they shouldn’t be considered a comprehensive or definitive measure of a person’s overall intelligence or potential.
Over to AQ, BQ, CQ, DQ and EQ
Having said this, let’s discuss the other types of intelligence – AQ, BQ, CQ, DQ and EQ
AQ from Acquired Intelligence
BQ from Business Intelligence
CQ from Curiosity Intelligence
DQ from Digital Intelligence
EQ from Emotional intelligence
IQ from Innate Intelligence
AQ or Acquired Intelligence
AQ or Acquired Intelligence refers to the knowledge and skills you gain continuously through learning and experience. It reflects a proactive desire to explore new ideas, seek out information, and continuously improve. This type of intelligence is not innate but developed over time, driven by curiosity and a commitment to personal growth, enabling you to adapt and thrive in a constantly changing world.
Read books and dedicate at least 12 hours a week to reading. Engage with people who are more knowledgeable than you, approaching them with a curious mind. Seek out individuals beyond the pharmaceutical industry. Read biographies of influential figures like JRD Tata, Dr. Anji Reddy, Dilip Shanghvi, and more. Remember, acquired intelligence can grow and improve over time.
BQ or Business Intelligence
BQ or Business Intelligence is developing an entrepreneurial mindset or thinking like a successful business leaders. An entrepreneurial mindset is the ability to identify opportunities, take calculated risks, and innovate continuously. It involves resilience, adaptability, and a proactive approach to problem-solving, with a focus on creating value. Successful business leaders think strategically, embrace challenges, and remain committed to growth and learning such as Khwaja Hamied, U. N. Mehta or Dr. K. Anji Reddy.
Having an entrepreneurial mindset among medical representatives, district managers and brand managers is crucial for several reasons.
First, it fosters innovation and creativity, encouraging everyone to think outside the box and develop new ideas and solutions. This mindset drives continuous improvement and helps the company stay competitive.
Second, it promotes a sense of ownership and accountability. When everyone think like entrepreneurs, they are more likely to take initiative, embrace responsibility, and contribute to the company’s success as if it were their own.
Lastly, an entrepreneurial mindset encourages resilience and adaptability. In a constantly changing business environment, employees who are proactive and flexible can better navigate challenges and seize opportunities, ensuring the company remains agile and responsive to market demands.
CQ or Curiosity Quotient
CQ or Curiosity Quotient is a term coined by three- time Pulitzer Prize winner Thomas L. Friedman.
Curiosity is an essential ingredient for good leadership. Children have unapologetic curiosity and an insatiable appetite for all things new and misunderstood! When they don‘t know the answer they actively seek the truth. They typically begin to ask ― why of just about everything. Sadly our societal norms stifle the natural flow of childlike curiosity.
As time goes by, we often lose our childlike curiosity and strive to become ‘know-it-alls’.
Tomas Chamorro-Premuzic says in Harvard Business ― CQ is having a hungry mind. People with higher CQ are more inquisitive and open to new experiences. They find novelty exciting and are quickly bored with routine. They tend to generate many original ideas and are counter-conformist.
CQ has now been studied deeply and there is evidence to suggest it is important when it comes to managing complexity in two major ways.
First, individuals with higher CQ are generally more tolerant of ambiguity. This nuanced, sophisticated, subtle thinking style defines the very essence of complexity.
Second, CQ leads to higher levels of intellectual investment and and leads to better AQ over time,
Knowledge and expertise, much like experience, translate complex situations into familiar ones, so CQ is the ultimate tool to produce simple solutions for complex problems.
Tomas Chamorro-Premuzic concludes by saying that CQ is as or probably more important than IQ.
DQ or Digital intelligence
DQ or Digital intelligence is your ability to interact with digital technology and weave it seamlessly into your daily life. District Managers need digital intelligence that includes proficiency in using field force automation tools, and mobile apps to manage sales pipelines and customer relationships effectively.
You should be skilled in leveraging social media and digital communication platforms for remote interactions with doctors, patients and their teams.
Understanding digital marketing techniques, such as WhatsApp and email campaigns (after getting permission), can also help you support sales strategies and tactics.
Additionally, the ability to analyze and interpret data from various digital sources enables you to make informed decisions, track performance, and optimize your team’s efforts in real-time, enhancing overall productivity and results.
In the coming days, business leaders will succeed based on their ability to understand and interpret data, work effectively with artificial intelligence, and move quickly on receiving opportunities.
EQ or Emotional Intelligence
EQ or Emotional Intelligence is your ability to recognize, understand and manage your own emotions. At the same time, you need to recognize, understand and influence the emotions of others.
Emotional intelligence is crucial for you because it directly impacts your ability to build and maintain strong relationships with both internal and external customers. A high level of emotional intelligence enables you to understand and manage your own emotions, stay calm under pressure, and handle rejection with resilience. It also allows you to empathize with medical representatives, retail pharmacies and doctors, better understanding their needs and concerns, which lead to more effective communication and stronger relationships.
For your team, strong emotional intelligence can recognize and address the emotional states of those who report to you, providing the right support and motivation. This fosters a positive work environment, reduces stress, and boosts team morale. Additionally, emotional intelligence helps in conflict resolution and in creating a culture of trust and collaboration. Overall, emotional intelligence enhances a field sales manager’s leadership effectiveness and drives better sales performance.
In today’s complex world, relying solely on IQ is insufficient for success. Acquired Intelligence, Business Intelligence, Curiosity Quotient, Digital Intelligence, and Emotional Intelligence are crucial as they encompass a broader range of skills. These intelligences foster adaptability, innovation, and effective decision-making. Emotional Intelligence enhances interpersonal relationships and leadership abilities, while Digital Intelligence equips individuals to navigate technological advancements. Curiosity drives continuous learning and problem-solving. Together, these intelligences create a holistic approach to personal and professional growth, making them more valuable than IQ alone.
