People don’t want nails – they want to hang their picture on a wall

Giles Edwards, Managing Director – Gasp

Getting your product known isn’t the answer. Getting it wanted is the answer.

Bill Bernbach, advertising legend

If everyone thinks the same way, everyone will get stuck in the same place

Scott Page, Complexity Scientist

Salience

Noun. The quality of being particularly noticeable or important; prominence.

Definition of creativity [in business]: the generation of ideas which are both novel and useful

The Ideas Centre Group

Sometimes, people don’t buy products. They buy better versions of themselves.

Unknown

My working definition of an insight: A revelatory breakthrough in your understanding of people’s lives that directs you to new ways in which to serve your customers.

Dr Helen Edwards, Founder – PassionBrands