The Case Against Ideas is an argument, a provocation, a rallying cry for a new way of thinking about how brands communicate with people, now that digital technology has begun to irreversibly tear up the way we do more or less everything.

The Case Against Ideas is informed by a sense of urgency, based on a stark conviction that the businesses of communications, advertising and media need to fundamentally reinvent themselves as a matter of immediate commercial necessity.

This reinvention will fail unless these industries abandon their decades-long dependency on ‘The Big Idea’. The Case Against Ideas points towards the development of a new conceptual framework that can deal with the complexity and interdependency that digitisation brings


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