Do you typically trust your gut instinct, or heavily rely on data for big decisions?

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We, creative directors and ad agencies, used to channel some inherent, indescribable magic element… call it gut; call it guts (cojones); call it taste; call it a latent desire to be an iconoclast (ad creatives yearn to be respected artists but that tends not to pan out as lucratively)… into ads and brands. Our brands zigged where most other brands zagged. Our work truly shone while others droned. We made work that grabbed attention.

You know what doesn’t tend to grab attention?

Data.

Data is fine if it backs up an insight. Otherwise, fuck it, honestly. Being a strong brand (or personality) involves RISK. Too many brands chase data because they’re scared.

Now get out there and help somebody else’s brand be somebody! Or quit this industry altogether and be brave and chart your own course to fame and fortune.

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No offense taken, I assure you. Thank you for sharing that; I think you're very much right about the role that data plays in all of this. Not every aspect of life can be quantified and not every decision can be guided solely by data.

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I lean on what I react to, which I guess is gut. I wish I got real meaningful data to work with. Most of the time you find out it’s bullshit or meaningless.

Gut all the way. Data can be just as unreliable. There is no formula of success.

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