Why marketers need to switch between creativity and optimisation

 By Dr Ken Hudson
A few years ago, we were very fortunate to knock down the old, decaying place that we had purchased 30 years ago and build a new home. We employed a young architect and gave her some basic guidelines around our budget, number of rooms, types of materials, etc.
She then started playing around with a few concepts and constantly fed back to us her initial ideas, to which we gave her specific feedback. 
As the process moved forward, the conversations became more interesti