Planning futures with human touch

Breaking down the barriers between data and creativity has been a long-standing challenge for us all. Often this is an us vs them debate - with the business sector viewing creativity as a property to be commercialised and the creative community trenchantly working to keep a distance. However, as we move into an era where the line between the human touch and technology becomes increasingly blurred, the need to adapt and continually innovate becomes imperative - not just for business, but for any of us that care about the role and importance of creativity,

This article by Clare Hutchinson, Chief Strategy Officer with VCCP, got me thinking. She advocates for an approach that is both grounded and forward-thinking. Her vision is not one that discards data, but rather, sees it as an opportunity to refine the lens through which we view creativity - a view that I believe we need to explore. This is a valuable perspective for businesses, especially those seeking to navigate the constantly shifting sands of their audiences.

So, what does this mean for your business strategy?

First, the integration of data and creativity is not just a trend, but an evolution that has significant implications for the way your business communicates. The future of planning involves being adept at using data to not only understand your audience but to also empathise with them. It's no longer about using data to inform creativity; it's about using data to inspire creativity. Try to remain as curious as you can as you interrogate data - seek out the unusual insights and find connections that reveal something new.

This doesn't mean that you have to be a data scientist to be a creative genius. Rather, it's about being able to use data to inform and enrich your creative process. It's about being able to see patterns in the noise, to discern the meaningful from the mundane. With this approach, even the most complex data becomes accessible, paving the way for innovative ideas and solutions.

Second, Hutchinson's insights highlight the importance of maintaining a human touch in future planning and strategy. As we increasingly rely on technology and algorithms to make decisions, we must not lose sight of the human element. Your audience is more than just a set of data points. They're individuals with unique perspectives, experiences, and emotions. Being able to connect with them on a human level is what will set your business apart.?

This is where creativity comes into play. Creative thinking allows us to bridge the gap between data and the human experience. Whether it's through storytelling, design, or innovative solutions, creativity is the tool that allows us to humanize data and build meaningful connections with our audience. As Clare explains:

Whatever century or decade we live in, humans will demand and need innovation to drive progress. And it turns out that innovation demands and needs humans to create it.

Lastly, planning for the future means being open to change and innovation. The marketing landscape is continually evolving, and so should your approach. As Hutchinson suggests, it's about being able to anticipate shifts in the market, to adapt quickly, and to always keep your audience at the heart of what you do. This means NOT starting your discovery process by using artificial intelligence - go with “GI” - your “gut instinct”.

Years ago, working with the McDonald’s global Happy Meal team, we’d receive briefs for programs that wouldn’t reach the market for up to two years. Sometimes there’d be hardly anything to the brief - some character descriptions for a new Pixar movie, or some sketches for a new kids toy. We literally had to anticipate the future and bring it to life. Receiving these briefs I would jot down ideas at the front of my notebook, close it up and brief the team. After initial work was done, I’d return to the ideas - and check on gut instinct. In almost every situation I would find a way to make our work collectively better by incorporating my initial thoughts.

So, how can you apply these insights to your business strategy? Start by asking yourself: How can I better integrate data and creativity in my planning process? How can I use data to deepen my understanding of my audience and inspire creative solutions? How can I maintain a human touch in my communications and interactions?

Exploring these questions will not only give you a clearer direction for your future planning but will also inspire a fresh approach to business strategy. Embrace the evolution, harness the power of data, and let creativity lead the way. After all, as Hutchinson suggests, the future of planning is a delicate balance of data, creativity, and a human touch.