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Brand strategy expert Phil Adams on why strategy is about working backwards from ideas

'Ideas are forward-looking data that give you a glimpse of the future'. In this fascinating and wide-ranging episode Phil Adams describes why ideas are data, what makes for a good strategy, how to have better ideas, and why so much creativity is combinatorial and about working with analogy and metaphor. He talks about how strategy is an exercise in sense-making, making choices, but also 'backfilling' a vision or idea with testing, logic, data and creativity. Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing, and innovation communities, focusing on the areas of challenge and opportunity in the industry. At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. On this channel, we’ll be sharing the latest data we’re exploring from our Google Ads Research & Insights team, trends we are tracking in the marketing industry, and insights we’ve uncovered, with perspectives from across the advertising industry. We hope you’ll subscribe and follow along. Did you know that Think with Google Firestarters is now available as a podcast? Listen in to your favourite episodes here: https://goo.gle/firestarterspod Chaptering: 00:00: Intro 01:37: Why ideas are important to strategy 04:19: Using past data to inspire a different future 07:53: Coming up with novel ideas 12:05: The collision of half ideas 15:35: The risk of confirmation bias 19:25: Strategy is an exercise in sense making 22:10: Choose what not to do vs to do 23:49: Finding an irresistible truth for the brand 27:48: What charisma means for brand strategy 29:38: Issues with brands executing strategy 32:54: Working for agencies vs independently 37:01: Inspiration to keep your thinking fresh