Idealog Year in Review: TRA head of strategy Colleen Ryan
Favourite innovation that is yours?
Zavy of course
Lewis Road vs Fonterra Brands – a health debate on what constitutes a distinctive asset and whether you can own it, just emotionally or does that also mean legally.
What’s the biggest mistake innovators/businesses will make in 2017?
To be heads down focused on digital transformation and forget to look up and see the real world and the way people actually behave and the customer experience that works best for them.
What do you expect to see in the next five years?
Companies who really get customer centric marketing to smash it against those who leave customers on the outside of their business while they focus on their own touch points in the customer journey.
Also a big leap forward in knowledge management – especially as it affects data, research and insights.
What will be dead in the next five years?
Agile marketing is here to stay as it genuinely helps companies to move fast and flexibly but design led thinking may run out of steam.
Favourite book/TV show/podcast/album/website/magazine/story/performance enhancing drug of the year?
Favourite book = Sapiens, shows us how great and how rubbish the human species is.
Will the robots become sentient and kill us all? (asking for a friend)
No they’ll become sentiment and they’ll die laughing at us.