‘Ideas are forward-looking data that give you a glimpse of the future’. In this fascinating and wide-ranging episode Phil Adams describes why ideas are data, what makes for a good strategy, how to have better ideas, and why so much creativity is combinatorial and about working with analogy and metaphor. He talks about how strategy is an exercise in sense-making, making choices, but also ‘backfilling’ a vision or idea with testing, logic, data and creativity.
Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing, and innovation communities, focusing on the areas of challenge and opportunity in the industry.
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Chaptering:
00:00: Intro
01:37: Why ideas are important to strategy
04:19: Using past data to inspire a different future
07:53: Coming up with novel ideas
12:05: The collision of half ideas
15:35: The risk of confirmation bias
19:25: Strategy is an exercise in sense making
22:10: Choose what not to do vs to do
23:49: Finding an irresistible truth for the brand
27:48: What charisma means for brand strategy
29:38: Issues with brands executing strategy
32:54: Working for agencies vs independently
37:01: Inspiration to keep your thinking fresh