Instead of asking “what’s the minimum we can do to get this out the door?”—ask “what’s the sharpest, most emotionally resonant idea we can build a world around for our brand?”

Experian’s Debbie Oates explains that there’s help on hand to understand the new tectonic shifts in the make-up of the average UK household, so marketers can avoid being left behind.

The bridge between marketing and finance isn’t built on a false sense of certainty, but on honest, measurable uncertainty that both teams can plan around.

Once you define the problems you solve and for whom, your people can show-up as focused experts not hopeful generalists.