Innovation is less about producing something new, and more about enabling something new and important for customers

Clayton Christensen, strategy expert

A powerful take on persuasion

“The most powerful way to get someone to believe something is not to show them facts, because facts can be interpreted in different ways. It’s to make their income or approval in a social circle depend on believing it.”

Morgan Housel

A brand without trust is just a product, and a product can be replaced

Keith Weed, CMO, Unilever

Advertising works not by communicating, but by making someone feel something. Emotions are the key

Les Binet & Peter Field

What is an insight?

…an observation framed in such a way that it changes understanding of the situation and suggests action

Jem Fawcus, CEO – Firefish

The riskiest thing we can do is just maintain the status quo.

Bob Iger, Chairman – Disney

Information is only useful when it can be understood

Muriel Cooper, Art Director – MIT Press

If no-one truly hates an idea, it’s highly likely that no-one truly loves it either

Unknown

Creativity has a considerable affect on marketing campaign effectiveness

“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”

Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review