There isn’t enough data in the world that will provide an organisation access to the minds and hearts of consumers. The reason is that data is based on human behaviour and behaviour is an outcome of how we think and feel. In western culture, we aren’t taught how to feel. On the contrary, we are discouraged from our feelings, with parental statements like “suck it up” or “have a cup of concrete”. With a society that is distracted as a result of leading a busy lifestyle, most consumers are oblivious to their thoughts and feelings, because they aren’t tangible, so they behave in a certain way.

Businesses of today heavily rely on data and solely make decisions based on behaviour after the event. But what if you could determine your consumers' actions before you begin?

It’s what we call 'creative intelligence'. In a world that measures and labels everything through analysing behaviour, with a focus on improving intellect, intelligence has been moved aside. Intelligence isn’t something you can learn from books or others, it’s a constitutional gift, that sees the world through a creative non-judgemental lens.

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The power of creativity and empathy

'Creative intelligence' begins with a non-judgemental, curious approach to a situation or problem. It is the combination of senses, mind, heart and intuition working simultaneously to understand others and human nature by driving deep into the matter. Empathy allows for broader context that make up a consumer’s viewpoint.

Empathy, creativity and data entwined is a powerful mix. The data allows you to recognise consumer behaviour. Empathy provides the understanding of why consumers behave a certain way. Creativity has incredible power to uniquely connect with the consumer.

At Goudie we take creativity very seriously. It is not just the craft or artistry, but the strategic thinking which helps drive your organisation's bottom line.

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