ESCP Europe Business School

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by Peter Stephenson-Wright
Increasingly in marketing today, no–one disputes the importance of creativity. Creativity in marketing has enabled brands reach out to vast global audiences, built the foundations of completely new market categories, and inspired analysts as they hike through mountains of Big Data. Above all, creativity is a very human behaviour; fast, instinctive and emotional. It’s what Daniel Kahneman in his book “Thinking, Fast and Slow” would describe as classic System 1 human-type thinking versus the System 2 thinking that machines find so much easier.
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