Wise planning

In the light of the current economic climate and the societal change it has caused, this article argues for the place of "wisdom" at the centre of business and planning.

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...

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