The Importance of Curiosity in Creativity

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Big data has inherent biases as it only details what used to happen and captures things that can be numerically expressed. It is conservative and focuses on trends from the past, which may not continue to the future. It lacks emotional capture and doesn't consider the enjoyment or inclination of making a journey again. Creatively, anecdotes rather than averages are sought for inspiration and insight, as the outliers or anomalies contain the significant data points.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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