Predicting the future: The sweet spot between idiot and expert
Simon Bird argues that instead of listening to expert predictions about the future, adland might be better placed to stick with those who never profess to be experts in one particular area.
We’ve all read various articles and heard chatter about the movement of agency services going ‘in house’, moving into a consulting firm, or becoming automated.
Some of these changes are obviously justified, but there’s some evidence that companies that move agency functions out of agencies may well end up producing worse work rather than better work.
It suggests there’s a sweet spot somewhere between idiot and global expert, where open mindedness and curiosity is maximised.
That is an illuminating piece.
This is spot on!