Traditionally, art and science have been treated as two separate disciplines,\u00a0but when they are studied together it\u2019s clear to see the impact one has on the other. A great deal of creativity is required to make scientific breakthroughs, and art is just as often an expression of (or a product of) scientific knowledge.<\/p>\n
There\u2019s a lot of research out there, some highly reliable, some highly suspect, but the data is there.\u00a0\u00a0What you see less of is aggressively and creatively interpreting data and trends.\u00a0\u00a0Turning metrics into magic<\/p>\n
The data is the science, but the art part is missing.\u00a0The aggressive and emotional interpretation of the information.\u00a0\u00a0\u00a0Report complete, then what?\u00a0\u00a0\u201cWhat\u201d is acting on the information with extreme noticeability.\u00a0\u00a0Balancing Science with Art.\u00a0They balance and check each other perfectly but rarely do you see that balance in action.<\/p>\n
Science and Art may seem extreme opposites but it\u2019s a glorious combination when executed in harmony.\u00a0 MTV<\/strong> is an example.\u00a0 MTV was created by Radio heads and actioned by Lee Garland<\/strong> in New York.<\/p>\n A problem is in AFDI (actually \u2014- doing it).\u00a0\u00a0There is so much evidence clearly pointing to vulnerabilities and opportunity.\u00a0\u00a0They\u2019re addressed internally but there\u2019s no action.\u00a0\u00a0No NOTICEABILITY.\u00a0\u00a0Uncertainty or fear of \u201cgoing too far\u201d are common culprits as is \u2018creative by committee\u2019 which tends to deliver diluted brilliance<\/p>\n Funny, but technology companies have the balance better than media.\u00a0\u00a0They thrive on the next thing\u2026now<\/em>.\u00a0\u00a0And the best tech products are functional and beautiful.\u00a0\u00a0\u00a0Science and Art.<\/p>\n Data alone won\u2019t work in media; it needs<\/em> the Art component.\u00a0\u00a0The result can be a lasting high quality project vs one that simply taps into the numbers at the moment.<\/p>\n I\u2019ve seen scores of reports that end up as offsite sessions, committee meetings, or emails requesting feedback.\u00a0\u00a0These usually don\u2019t generate actionable concepts\u2026 more often it\u2019s to give the team an overview.\u00a0\u00a0There\u2019s a special skill to transmitting this art component to a team. It\u2019s more difficult to explain than data which is why creative is such a high priority in a media organisation.<\/p>\n If you do balance science with art then it\u2019s a timeless route to making a difference and breaking through the madness of the new Wild West\u00a0media world, we are now living in.<\/p>\n Tik Tok, Tik Tok, Tik Tok\u2026.<\/p>\n <\/p>\n