Astha Sirpaul, strategy director, TBWA\RAAD
My first introduction to strategy was through a quote by W. Edwards Deming, ‘In God we trust; all others must bring data’, which was printed in big bold letters and pinned on my then manager’s office door.
Coming in with starry-eyed passion for creating applaudable creative narratives, focus on data seemed out of place. I believed strategists championed culture (only), and at the time, culture and data seemed like two ends of the spectrum.
Culture of course painted with diverse colors of humanity – and well – data quite devoid of it. Data seemed colorless, sitting
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