"We should be angered by the accountability mindset that means we're making more and more decisions based on what can be measured, rather than what's really important. How many companies today are setting "Big, Hairy Audacious Goals?" Certainly not enough, and we are also culpable in their failure to do this. We need to inject more ambition into our objectives...the role for planning in the next forty years is to help clients once more to set the right objectives. The right objectives for brands and for business, not just for communications." - Jon Steel, Bring Back Those Big Ideas

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