Better Odds: In Defence of Gimmickry

In creative agencies, often it's okay and good to be creative for creativity's sake.

Today’s post is longer than usual. I try to keep them to around five-minute reads. This one is about ten. You’ll live.

So, where are we. We’ve talked about how ideation is probabilistic, how it can be made more effective with better questions, a model for thinking about improving the odds of a good idea, new data directing more effective solutions, the c…