Why our opinions don't matter that much

An intention isn't an objective. An objective isn't a task. A task isn't an action plan. An action plan isn't a strategy. A strategy isn't an idea. An idea isn't what's going to save us in a world where everything is mixed with everything else.

One of the greatest battles in the agency and overall creative industry is that we mix what we believe with what objectively makes sense. We focus too much on what our experience tells us without looking at the empirical side of things, and data for that matter is but what the intern is supposed to handle. And we focus too much on our own feelings about things and more often than not end up making a biased decision. Such decisions might boost our confidence in a project, but they don't necessarily help solve its objective. Most of the times, there isn't even a properly defined objective, which means we will never really know if that project was a success.

For once I’d like to hear about why and how something makes sense considering the objectives and strategy, instead of what we do or don’t like about it. What we like or don't like might help filter the success of something; facts and logic, however, exponentially increase the probability of that something ever succeeding at all. Our opinions don't matter that much because we as humans are naturally biased creatures. And of course none of us are omniscient to know what will work with 100% accuracy (a powerful quote about that here), but balancing our gut feeling with a more objective, structured, logical analysis is the next best thing.

Until we properly place each notion and stop mixing project scopes with objectives, ideas with strategies and insights with opinions, I'm not sure we're ever evolving that much more as professionals.