Changing attitudes to measurement and creativity
Paul Feldwick and Oliver Feldwick
Paul: The first part of this presentation is a talk that Oliver gave recently at an event called War of the Words. The question was about the future of account planning, but it seems equally relevant here.
I'm then going to add my own response to what Oli has said.
"We would do well to hold back our eagerness to control that world which we so imperfectly understand."Gregory Bateson
Oliver:At the heart of it, I think planning is about trying to apply our knowledge and...