"Why great planners have to be dumb"

"Great planning starts with a clear brief -- a problem to solve, an opportunity to leverage. Without this, everything else is irrelevant.

To solve the problem, planners need information -- data, findings, results. They need this just like they need knowledge of psychological, sociological, and marketing theory. But great planning is about putting the three together to find the best way to achieve the goal. And scarily, the best way of putting them together isn't always by thinking about it. It often comes from indirect thinking.

Some of my best ideas come when I'm riding my motorcycle, watching a rugby match or working on a different client's problem all together. You have to catch the idea when it's unaware and not frightened off by the vigorous thrashing of your consciousness."

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