As a strategist there is no end to the reports and forecasts that are sweeping over me like an avalanche. Do I want to know that creativity really is the key( as it has been announced since 2016)? Or how AI can best serve my burning wish to optimise workflows and take a creative team to the next level? I know I should say yes. But that would be a lie. The more reports that are shoved down my throat, the more I feel that creativity is still in the back seat. Don't get me wrong