Brand strategy expert Phil Adams on why strategy is about working backwards from ideas
Think with Google Firestarters
The Fusion of Creativity and Data
This chapter explores the synergy between creativity and data analysis in crafting effective strategies. It emphasizes the importance of utilizing past data to guide innovative thinking while highlighting the non-linear nature of the creative process and the value of subconscious insights. Additionally, it discusses the role of collaboration and serendipity in generating breakthrough ideas, particularly in the evolving landscape of hybrid work environments.
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