Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted.

In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking.

Timestamps

00:00 - Trailer

01:09 - Why pick uncertainty as a topic

05:31 - Why some companies shouldn’t forecast

09:04 - Why smart people are wasting time on forecasting

14:41 - The problem with having too much data

19:07 - Predictability only happens at scale

24:41 - Where do ideas come from?

27:19 - Why the Chief Economist of the Bank of England goes on walks

30:29 - Are we becoming too left brain dominant?