Data has become a deity.
Ideas have become a mechanism to support what the data says, safe in the confines of analytics and predictable results.
That’s all well and good for the CFO whose spreadsheet rules the domain, but it ignores the fact that data only tells you what has happened, it doesn't show the world that hasn't yet been imagined.
In the toughest of markets that’s not enough.
As Jules Ehrhadt mentions in his brilliant state of the digital nation, perhaps our greatest current opportunity lies in creativity. Not as a ‘nice to have’ but as a key business driver, creating original ideas based on ethnographic insights and playful, even humorous, moments of human reflection.
But where should that creativity come from?