I don't think anyone knows what's going on in our industry.
There are unstoppable hordes of data barreling towards our gates. We welcome them with open arms, but who really understands what it all means? Why do some brands fail with excellent product and analytics where others succeed on mere aesthetics? Why do some start-ups disrupt so swiftly and mercilessly when others fail so miserably with loads of VC in the bank? Why does strong creative still seem to have the ability to skew opinions and build loyalty, even when machine learning and targeting should have gotten all that out of the way a long time ago?
To me, it has a lot to do with having a vision, and understanding culture. Alongside data and technology, it's a winning combination. This being said, I have a successful track record of applying my POV to some of the world's most exciting brands. Ad Age agrees enough to let me rant over there occasionally.