Page 109 - The EDIT | Q2 2017

THE FUTURE OF PHD’S PLANNING PRODU
The Best
Conversation
we can be
When the dust settles on all this disruption, we will emerge into a transformed world. But it won’t feel transformed. Remember change will never be this slow again. Technology is exponential and we’ll adapt at the speed of exponential to keep up. We are and will remain exponential creatures.
The future that this exponential change is taking us to is inevitable and predestined. I believe that the future of PHD’s planning product is a remarkably simple thing.
It will be a conversation.
It’s not only a conversation that will be more comprehensive and informed, but one that will thrive on new levels of empiricism and objectivity. We’ll be better planners — and our recommendations more robust — as a result. Less of the subjective free- wheeling where we sell an (albeit informed) opinion to a client, and more of an empirically robust, objective and consultative role.
All that will remain to us, is conversation. And what remarkable conversations they will be. Because when you’re having a conversation with the total sum of the planet’s marketing knowledge, your
job is clear. Your job is to have the best possible conversations you can.
Thoughtleader
CT:
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THE EDIT ISSUE 06 | Q2 2017