8October 2016IN MY OPINIONImpact on Time to Market In the modern business environment, time to market is a critical success factor, more so than ever before. Much of this increasing velocity is credited to creativity and rapid innovation, but digital tools and data analysis have undeniably contributed to accelerating times to market. Data provides visibility. Data gives insight into behavior and trends and how we manage business in real-time. Cloud computing and mobility make everything real-time, and software algorithms are able to read insights that were previously unavailable. Impact on NarrativeData and digital tools can also serve to facilitate creativity, but this does not diminish the need to communicate a brand's narrative in a simple and engaging way. As marketers, you should not become over--reliant on digital tools to the point where you lose the discipline and commitment to building basic narratives that are adapted to your different audiences--each of your employees, customers and stakeholders. People need to know what your brand stands for and what your product is. Data and creativity go hand in hand--data provides insight, but don't underestimate power of great story.Which is more Important?So which one is more important--Data or creativity? As I mentioned previously, the most successful marketers are those that leverage both to their benefit. But if you have to choose just one, make it creativity. If you can't think creatively or have an imagination to see what is possible and to think through solutions, then you'll be unable to innovate, and unable to compete. Creativity is the single most important attribute, company-wide, to ensuring survival and improving performance. Creativity is a precursor of innovation, and innovation is the main driver of the modern economy, and the defining characteristic of By Michael Mendenhall, CMO & CCO, Flex [NASDAQ: FLEX]In a World of Digital Tools and Data Analysis, How Does Creativity Rank?Michael Mendenhall
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