Every marketing activity you do should be data-driven and measured. Absolutely. But it’s only one piece of the puzzle. Increasingly marketers are falling into a trap where we prioritise work not because it will be most impactful for the customer and the business but because it can easily be measured. In the age of AI, it’s more important than ever that we play to our strengths as creative, empathetic humans. In this talk, John will share how to take an educated leap of faith to achieve 10x results (measured!) by finding the sweet spot between data, storytelling, and always putting the customer at the centre.