The World Economic Forum shared a video on their social media profile some time ago which will remain embedded in my memory forever. It cited creativity as the single most important skill to teach our children. This was because computers are forecast to take over many of our every day functions. The one thing a computer however can’t be taught to do (currently, anyhow) is to think creatively. Whether musical, artistic, or creative-thought, creativity is will become the most sought after skill.


People who consider themselves artists of their craft, from the expected professions of writing, all the way through to the PR professional calling in stories to journalists – they’ll be the highly desirable team members of the future…but with a caveat.


Can they work with data and insights? What the computer collects in information, forms the springboard off of which the modern creative mind must launch. What else can they use to inform their next piece of content, especially if that content is being evaluated by clicks and views – the very data used to inform it’s value?


It reminds me of feedback we’ve recently received about the performance of some of the content we’ve seeded. The journalist in mind said that he couldn’t believe how well our article was performing, compared to his own. He said that his content would receive one or two clicks (keeping in mind that he’s part of a conglomerate, with a magnitude of content going out hourly – getting noticed by visitors is hard!), whilst our article was in the double digit thousands. You would be foolish to let this feedback trick your ego in to believing that your headline or clever copy was the reason. When in fact, the reason for the article’s success was purely based on the insight we extracted from big data and that we went on to use to create the content.  Seems obvious, doesn’t it? But not always if you consider creativity to be something separate from data and insights.


Big data and the use thereof is touted to become more valuable than diamonds. Specifically in our world of motoring journalism, data driven insight and information has become the single most desirable piece of content we could ever offer out. The creative mind that can work in an analytical world, is where we see the biggest value.