{"id":36449,"date":"2021-01-30T05:49:05","date_gmt":"2021-01-30T11:49:05","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=36449"},"modified":"2021-01-30T05:50:14","modified_gmt":"2021-01-30T11:50:14","slug":"how-to-make-better-strategic-decisions-stop-thinking-so-much","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/how-to-make-better-strategic-decisions-stop-thinking-so-much\/","title":{"rendered":"How to Make Better Strategic Decisions: Stop Thinking So Much"},"content":{"rendered":"

Data-driven. We see this phrase absolutely everywhere in the marketing world today. On agency websites, on job descriptions, in people\u2019s bios, on LinkedIn, and on resumes. I\u2019ve got a problem with that.<\/p>\n

There’s a concerted push to making sure everything is data-driven. But it\u2019s not fully understood how narrow that statement really is. Making sure something is \u2018data-driven\u2019, is actually the best way to ensure you\u2019re making a decision with less data, rather than more.<\/p>\n

Illogical right? Let me explain.<\/p>\n

Everything Is Data<\/h2>\n

Literally, everything is data. Nothing isn’t data. Data isn\u2019t in a spreadsheet. It’s around us, all the time. An invisible, infinitely complicated never-ending ticker tape of information. And there\u2019s no computer in the world that can process all of the nuances of it as well as a squidgy pink 3lb ball of fat and sinew between your ears.<\/p>\n

What’s the output of your brain processing unimaginable amounts of data? Intuition.<\/p>\n

I recently read an article that stated in no ambiguous terms that \u2018intuition is dead\u2019 and how \u2018data-driven strategy is the future of marketing\u2019. Now, those two statements are not only absolute but paradoxical. Here\u2019s my argument.<\/p>\n

When making a decision on intuition, you\u2019re making an incredibly \u2018data-driven\u2019 decision.<\/p>\n

In fact, you\u2019re making a decision with so much data, you can\u2019t consciously comprehend how much data you\u2019re processing and the calculations you\u2019ve just made, so your brain manifests as a \u2018gut feeling.\u2019 It\u2019s our innate supercomputer, the likes of which humanity has never come close to replicating. A supercomputer that processes data in a more sophisticated manner than anything else we know of.<\/p>\n

It’s true, we do have supercomputers with more \u2018processing power\u2019 than a brain, but the machines process data within a set of rules. Your brain can think laterally, connect unconnected stimulus, hold several viewpoints and opinions simultaneously. That\u2019s remarkable. Really remarkable.<\/p>\n

The most advanced Artificial Intelligence in the world is a crude hammer compared to your 3lb squidgy fat ball. AI processes more data, sure, but when it comes to true intelligence, nothing comes close.<\/p>\n

How Intuition Improves Strategy<\/h2>\n

As we grow in our strategic or creative roles, we gather, stress-test, and process more data. More experience means more tests run, more connections made, more conclusions arrived at. Over more iterations.<\/p>\n

\"\"<\/p>\n

As any good psychologist will tell you, your unconscious is far smarter than your conscious. This means the data you gather, and process unconsciously will get you far closer to a real answer than research you do consciously. You simply have more (and better) processing power that way.<\/p>\n

When you read widely, follow rabbit holes, approach new things with curiosity, work hard to understand things you didn\u2019t before, and routinely change your mind \u2013 you\u2019re training your (non) artificial intelligence.<\/p>\n

If what I\u2019m saying sounds like sacrilege in the age of evidence, and there\u2019s one thing I should make unambiguously clear. Using your intuition is not the same as \u2018winging it\u2019. Intuition is a shortcut that gets you to better places, but you\u2019ve still got to plug the gaps.<\/p>\n

All creative work is a leap of faith, and good strategy narrows the gap you must clear.<\/p>\n

A Technique for Producing Ideas<\/strong><\/h2>\n

My gut feeling about the need for intuition is not theoretical. It’s practical. In fact, here is a favorite example of the case for intuition from a copywriter named James Webb Young.<\/p>\n

He understood the nature of how the mind worked very well – and in 1942 (before the supercomputer) he published his five-step creative process in A Technique for Producing Ideas<\/em><\/a>. It\u2019s as useful now as it was then, and it goes something like this:<\/p>\n

Step 1 – Gather raw materials<\/h4>\n

There are two kinds of raw materials. Specific materials relate to the product or the target audience. General materials are not directly related at all. Gather both. There is no subject that a really good creative person cannot be interested in.<\/p>\n

Step 2 – Digest said material<\/h4>\n

Chew the materials over. Look at the facts from different angles. Bring them together and see how they fit. Two things will happen. First, partial ideas will come to mind. Second, you will get very tired of trying to piece together the puzzle.<\/p>\n

Step 3 – Turn it over to your unconscious<\/h4>\n

Make absolutely no effort of a direct nature. Drop the whole subject. Turn the problem over to your unconscious. Stimulate your creative mind. Listen to music. Read poetry. Go to the theatre. Let your mind work on the problem while you sleep. Distract yourself.<\/p>\n

Step 4 – The spark of an idea<\/h4>\n

If you\u2019ve done your part in the first three stages, you\u2019ll almost certainly experience the fourth. Out of nowhere, the idea will appear. It will come when you least expect it. Ideas appear when you stop searching for them.<\/p>\n

Step 5 – Develop the idea<\/h4>\n

It requires a lot of work to make ideas work. Don\u2019t hold them too close. Take them out into the world. Submit them to the criticism. Good ideas are self-expanding. They stimulate others to add to them. Possibilities you may have overlooked will come to light. Ideas are like eggs, they need to be cooked.<\/p>\n

Enter the Zone<\/h2>\n

When Tiger Woods plays that perfect shot, he\u2019s not running the numbers, he’s entering the zone. Andrea Pirlo has never lined up a free kick with a protractor. Jimmy Hendrix couldn\u2019t even read music.<\/p>\n

Performers, including those of us in the Marcom arena, learn to feel it and know it in our bones. We let our unconscious supercomputers run the numbers of countless data points of experience. We are not machines. We’re much better.<\/p>\n","protected":false},"excerpt":{"rendered":"

Data-driven. We see this phrase absolutely everywhere in the marketing world today. On agency websites, on job descriptions, in people\u2019s bios, on LinkedIn, and on resumes. I\u2019ve got a problem with that. There’s a concerted push to making sure everything is data-driven. But it\u2019s not fully understood how narrow that statement really is. Making sure […]<\/p>\n","protected":false},"author":29,"featured_media":36450,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,187,161],"tags":[],"class_list":{"0":"post-36449","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-data","9":"category-industry-analysis","10":"entry"},"yoast_head":"\nHow to Make Better Strategic Decisions: Stop Thinking So Much - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/how-to-make-better-strategic-decisions-stop-thinking-so-much\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Make Better Strategic Decisions: Stop Thinking So Much - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Data-driven. We see this phrase absolutely everywhere in the marketing world today. On agency websites, on job descriptions, in people\u2019s bios, on LinkedIn, and on resumes. I\u2019ve got a problem with that. There’s a concerted push to making sure everything is data-driven. But it\u2019s not fully understood how narrow that statement really is. 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Additionally, with data-fueled insights and the precise action plans that result, you can put any lingering\u2026","rel":"","context":"In "Data"","block_context":{"text":"Data","link":"https:\/\/www.adpulp.com\/category\/data\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/04\/Tableau-data-promise.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/04\/Tableau-data-promise.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/04\/Tableau-data-promise.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/04\/Tableau-data-promise.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/04\/Tableau-data-promise.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":22262,"url":"https:\/\/www.adpulp.com\/data-informs-strategy-creative-dont-fight\/","url_meta":{"origin":36449,"position":2},"title":"Data Informs Strategy And Creative (Don’t Fight It)","author":"David Burn","date":"October 21, 2014","format":false,"excerpt":"The bean counters truly are in charge of OgilvyAmp, the new WPP unit dedicated to data-driven decision-making. Todd Cullen, who joined Ogilvy & Mather last year in the new post of global chief data officer, will lead OgilvyAmp. He said the goal is \"using data to inspire creative work or\u2026","rel":"","context":"In "Agencies"","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2014\/10\/Amp_team_ogilvy.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2014\/10\/Amp_team_ogilvy.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2014\/10\/Amp_team_ogilvy.jpg?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":6315,"url":"https:\/\/www.adpulp.com\/the_times_aint\/","url_meta":{"origin":36449,"position":3},"title":"The Times Ain’t Scared","author":"David Burn","date":"February 8, 2009","format":false,"excerpt":"The New York Times is inviting developers to mess with its data. On Wednesday, Derek Gottfrid announced on The Times \"Open\" blog that programmers and developers can now easily access 2.8 million news articles going back to 1981 via the new Article Search API. Mathew Ingram at Gigaom wonders why\u2026","rel":"","context":"In "Technology"","block_context":{"text":"Technology","link":"https:\/\/www.adpulp.com\/category\/technology\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26706,"url":"https:\/\/www.adpulp.com\/ana-to-acquire-dma-forming-largest-marcom-trade-group-in-u-s\/","url_meta":{"origin":36449,"position":4},"title":"ANA To Acquire DMA, Forming Largest MARCOM Trade Group in U.S.","author":"David Burn","date":"May 31, 2018","format":false,"excerpt":"The ANA (Association of National Advertisers), one of the oldest and most venerated trade association in the marketing industry, announced that it is acquiring another leading trade group, the Data & Marketing Association (formerly the Direct Marketing Association). The move was approved today by the board of directors of each\u2026","rel":"","context":"In "Ad People"","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/05\/ANA-into-DMA.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":7337,"url":"https:\/\/www.adpulp.com\/autcontentmaton\/","url_meta":{"origin":36449,"position":5},"title":"Autocontentmatons And Advertisers In The Newsroom","author":"David Burn","date":"November 30, 2009","format":false,"excerpt":"According to The Wall Street Journal, AOL is betting it can reinvent itself with a numbers-driven approach to developing content, based on what Web-search and other data tell it is most likely to attract audiences and sponsors. AOL says its technology streamlines the process of assigning, editing and publishing stories\u2026","rel":"","context":"In "Content Marketing"","block_context":{"text":"Content Marketing","link":"https:\/\/www.adpulp.com\/category\/content\/"},"img":{"alt_text":"tracking_armano.png","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/assets_c\/2009\/11\/tracking_armano-thumb-455x178-677.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36449","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=36449"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36449\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/36450"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=36449"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=36449"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=36449"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}