The seemingly unlimited data available to us nowadays, seduces easily into an illusion of certainty and objectivity, says Jason Gonsalves, MD, BBH London. But ultimately, data will only provide a description of what has happened. Not what will. The alternative is to look at the available data and come to an original conclusion, or imagine a new application or action from the data. Data is the fuel of creativity. Creative execution and constant reflection on the learning becomes wisdom.
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