Wednesday, 3 September 2008

Technology + Art = Magic

Great article on HBR.com about how Pixar fosters collective creativity. Many excellent lessons for the marketing world. The article should be required reading for any marketing shop.
Two quotes really sum up the gist of the approach:

Barriers include the natural class structures that arise in organizations: There always seems to be one function that considers itself and is perceived by others to be the one the organization values the most.

Technology inspires art, and art challenges the technology.
Marketers of course are faced with the additional challenge (opportunity) of integrating campaign data and analytics to both inform the original insight (the higher idea) and then to have that data be used to optimize the execution over time...

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