If You Want to Be Creative, Don’t Be Data Driven

Once data enters the equation, this is where the “Who Do I Want To Be?” conversation gets interesting. Do you want to keep writing what you had originally wanted to write about? Or do you want to write what people clearly want more of? My answer is: you should always do both. Data doesn’t lie. But data is also a reflection of the external crowd, an

Creative agencies must overcome their fear of data and use it to inform the experiences they build for consumers. It’s about art + science, not just art and not just science.

Data is fantastic at validation and optimization, but bad at generating the radical and unconventional connections that underpin many successful innovations.

One thing to keep in mind as your organization attempts to tame big data is that a great analysis can be created by simply piecing together information you already have in different ways for a new purpose. It’s looking at the business in a way that hasn’t been done before.