Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted.In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking.Timestamps00:00 - Trailer 01:09 - Why pick uncertainty as a topic 05:31 - Why some companies shouldn’t forecast 09:04 - Why smart people are wasting time on forecasting 14:41 - The problem with having too much data 19:07 - Predictability only happens at scale 24:41 - Where do ideas come from? 27:19 - Why the Chief Economist of the Bank of England goes on walks 30:29 - Are we becoming too left brain dominant? 32:32 - The problem with AI 36:10 - Is AI killing our ability to think? 41:17 - How to make good ideas happen 44:11 - The power of surprise 46:15 - The improvisers paradox 49:31 - The correlation between the artists mind and the entrepreneur’s mind 51:57 - What human skills do we need to survive? 58:43 - The best advice Margaret has ever been given ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here: https://www.hubspot.com/products/aeo