Developing break-through ideas: How to improve strategic thinking in 2022

DuBose Cole

Developing strategic ideas that break through to consumers in a fast-moving and competitive landscape requires marketers to level up their creativity in 2022.

As any strategist knows, while the ideas take centre stage, the process to get to them is integral, but invisible, to those they will be shared with. However, as an industry, advertising is obsessed with finding the next big idea to help create the next big idea. We look to technology, sciences and new processes to find them, but we’re ultimately starting in the wrong place, for the key to better ideation processes always starts with those who’ll never see the process itself – the consumer.

One of the best descriptions of creativity is the process of creating new connections...

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