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Interesting and effective
May 11, 2017, 10:50 am
Filed under: Digital Strategy

Lovely thoughts from Ben Armisted

I think that all planning about two things: it’s about being interesting and being effective.

  • I think we should try and be as interesting and effective in our research as we are in the rest of our jobs
  • By being interesting I mean to treat research as a creative act try and think as creatively and ambitiously about the research we do. We’re only to get to interesting answers if we ask interesting questions of ourselves and of people out in the world
  • When it comes to being effective to me that’s about motivation, it’s about understanding why we do research using it to inform judgment rather than to replace it
  • It also comes down to when. I think the best time to research is the old adage to research early, research late and never meddle in the middle
  • I think if you can have the right motivation, and you do research in the right moment, you’re more likely to have research and hopefully planning that is both more interesting and more effective.

A good series on advice to planners. There’s eleven in total and they’re only a couple of minutes each.

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