Advice for the next-generation planner

Never forget that you are in the creative inspiration business, not the powerpoint making business.

Don't discount the learning of the past - learn the basics because only then can you know when to ignore them.

Experiment and try new stuff, don't hit default.

Remember that insights can come from places other than the consumer.

Never forget that brands don't operate in categories but in culture.

Remember that the best ideas come from hard work, not luck.

- Gareth Kay