‘Marketers must empower their agencies to fail’

My cell biology degree course taught me three things: a lifetime’s worth of Simpsons quotes (do NOT get me started), ‘herbal’ cigarettes are not a career choice and advances in science come from disproved hypotheses.
And although I’m not denying the transformative power of ideas, perhaps that grounding in learning-through-failure is why eulogising ‘Creativity’ as the root of all progress leaves me cold.
In contrast, I’ve always warmed to the notion of &l