These days everyone wants to be big in data.

It guides our thinking, shapes our strategy and belittles our customers.

Within agencies, it has become just another silo mentality – a self-fulfilling prophesy.

But data wont decide between creative routes or directions.

It can’t make courageous creative decisions – at least, not yet.

And it won’t even find its way to the right people unless you help it.

This is a huge danger moving forward – brands standing still because outdated models tell them to.

Let’s use data to learn, not dictate.

Don’t succumb to analysis paralysis.