There is much that is problematic with the theology of ‘insight’ as presented by the self-appointed members of its Inquisition. But even if one were to reject the various articles and tests of faith they demand and think more simply (heresy!) in terms of useful understanding, I have come to believe that as a way of thinking about our intended audience, it is still not quite enough.
Read MoreBusiness leaders want honesty, not complicity. They are acutely aware that they’re living in a non-linear world and do not see the trends and dynamics of yesteryear playing out like a straight line into the future. They understand that the past as a solution set cannot be the only viable option and are hungry for a genuinely outside perspective. In such an environment, walking in smart is probably the dumbest thing we can do. But walking in ‘stupid’ and asking the questions that everybody with their experience and expertise has not thought of asking? That’s probably the smartest thing we can do. Emptying our cup is invariably the first step to filling it with something useful.
Read MoreWe are creating more and more advertising which neglects that part of the brain we must engage if we want to create the associations and connections that lie at the heart of long-term brand building. Client businesses are failing to leverage the real power and advantage that creativity confers. In fact when we insist that marketing marketing’s priority is not the longer-term health of a brand and business but the short-term, we are in the business not of value creation but value destruction.
Read More
