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What We Know Is Not Nearly as Important as What We Don’t Know – Yet.

August 22nd, 2016

Reading Nassim Nicholas Taleb has set me to thinking that it is not enough to be able to predict Black Swans when you are in the business of creating them.

An advertising agency (for lack of a better term – but trust me, I’m working on it), at its most basic level, serves a single purpose:

To reflect the consumer back to the companies who are producing the goods they hope will be consumed.

(This idea in and of itself causes much consternation, as conventional thinking might jump to the conclusion that it is the other way around.)

As a mirror of the very society we serve, we are most successful when we produce work which reflects what is going on around us in culture and society. Work which simultaneously defines and is defined by the times.

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