Wise planning
Neasa Cunniffe
I'm going to assume that you, being a sensible marketing professional, will rightly approach any article attempting to put "wisdom" at the centre of both business and planning, with a healthy amount of scepticism. It all sounds a little bit soft for an industry which is ultimately about hard sales. In many ways, I agree. Yet - there's something in it. We're moving, very slowly, towards becoming a wiser society. This will inevitably have implications for how successful businesses, brands and planners work in the future. There's a real case for wisdom. Bear with me as...