Tuesday, 3 January 2012

Nous is More

I'm so glad I'm not the only one who is a little weary of the trend forecasters and their oh-so-witty portmanteau designations ("Flawsome" et al). Here is a super post with a link to a very sharp presentation from Richard Huntington of Saatchi & Saatchi.

Mr H is calling for less trendspotting and more real insight - which he rechristens revelation. And I am all for that, but I make one plea. Can we stop talking about "generating insights"? A generator, like this chappie above, churns out something basic, a commodity, in mass, untouched by human hands, let alone emotion.

Real insight is about those uniquely human abilities - intuition, intelligence, empathy. It's about nous, the difference between understanding and information.

I hope, this year, I'll have less cause for Richard Huntington's "guaranteed free of insight" rubber stamp.

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