When we think of marriage, the first thing that comes to mind is having a lasting relationship. Marriage is a commitment of two people to one another.
Creativity and Data should be like so.
From Westminster to Buckingham Palace
We all know Data and Creativity come from two different worlds, and to manage their complexity, we have kept them apart. Data is rational, creativity is irrational. Data is knowledge, creativity is a product of our imagination.
But it’s time to marry these two in a true real Royal Wedding, because when used correctly, data is not the enemy of creativity, it can be its most powerful ally. If we look closely data it’s in the core of everything we do, like all the data we’ve collected unintentionally through experiences and observations over the course of our life.
It is important to understand that the two need to complement each other in the process of making strong business decisions, after all, data may provide knowledge and new insights, but it cannot create an emotional bond with the consumer.
Creativity without data is just art. But data without creativity is neglect.
Steve Babcock
A good example of the combination between data and creativity are the campaigns made by Spotify since 2016, where the data from the users plays a central role on the connection with them.
The Wedding Vows
It’s amazing to have all this data nowadays, but it still takes a great mind to put it all together, to make sense of it all, and then to create something out of it. A successful balance of creativity and data can be incredibly fruitful, but it relies upon flexibility and open-mindedness.
It takes Two to Tango
If you want to make strong business decisions, both creativity and data need to complement each other. When we focus our efforts on metrics, it actually generates the experimental conditions we need to get creative. When we don’t have key metrics to aim for, then everything we do is based on intuition and arbitrary instincts. However data should not replace, but instead refine, your intuition. It should help you to improve your creativity and perfect your thoughts.
An essential aspect of creativity is not being afraid to fail.
Edwin Land
And they lived happily ever after.
From Design Thinking to Design Sinking
A Recipe for Creativity
