"But [when the same test was applied to] a group of three to five-year-olds, 98% of the children passed it. "How do we find these new types of people? I believe it's about being a kid. The first thing everyone needs to harness is ultimate levels of naivety. Naivety opens up new doors and chapters by asking stupid questions," he said."
"In his talk on why the marketing industry is lacking in creativity, Ben Jones, former CTO of AKQA, spoke about how the education system is largely to blame. It was invented to create the same people every time, which to him is fundamentally wrong. "Would you take a whole field of organic vegetables and treat them all in exactly the same way? No. The soil has to be different for every type of vegetable just as much as people do too," he said."
Marketing faces tension between data-driven experimentation and traditional creativity. Education systems often standardize thinking, reducing creative problem-solving. A NASA creativity study by George Land found 98% of three-to-five-year-olds passed a divergent-thinking test while only 2% of adults did. Childlike naivety and asking 'stupid' questions are proposed methods to recover creative abilities and cultivate new leaders and problem-solvers. Treating people like identical units stifles innovation, similar to treating different vegetables identically. Debates persist about video metrics such as watch time versus completion rate when evaluating content effectiveness. Marketers are encouraged to embrace experimentation and diverse approaches to content.
Read at The Drum
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