Beyond the Numbers: Reclaiming Intuition in Brand Strategy

Tue, 28 Jan 2025 00:00:00 -0500
Leading Edge

For decades, we’ve all worshipped data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty — that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we’ve let go of something equally valuable: intuition.