So, what do you do for a living?

Thomas Henry

This article argues that big data is a barrier to creatvity because it steals focus and resources from creative processes.

So, what do you do for a living?

Thomas HenryDare

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

One Saturday night in the mid-1970s, creative maverick George Lois was on a TV talk show with the CEOs of two Madison Avenue giants.

"So gentlemen," the host asked, "what is advertising?"

The two establishment boys proceeded to wax lyrical about marketing, customer research and positioning. As these two men in grey flannel suits congratulated one another on the fine and splendid...

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