What's inspired Patrick Collister?

In the next edition of our 'What's inspired you?' column, Patrick Collister describes the "digital truth serum" that was his recent source of inspiration.

Oh my goodness, SO MUCH has got me squeaking in the last week alone.

The amazing Fern Miller, Chief Strategy Person at Digitas, talking at a Directory event about how the good old days weren’t all that good; but these new days may not be much better.

Daniele Fiandaca, Co-Founder at Utopian, telling me about his typical day, which would exhaust most normal human beings.

Tom Ollerton, Innovation Director at We Are Social, starting up his own company to bring creativity and programmatic together.

The polymath Dave Birss, Chief Thinker at RIGHT Thinking, showing me part of his forthcoming book about creativity.

Listening to the evergreen Steve Henry, Co-founder of HHCL and Decoded, talk with passion about what brands should be doing to be relevant in 2018.

Seeing top creatives Clive Pickering and Neil Dawson, Founders of Dawson Pickering and ex BMP, humming and ahhing like the rest of us as they looked for a brilliant idea for a new client.

James Best, former Chairman of DDB BMP, was as dry and funny as ever.

Yep, as they say, this is a people business. And we are particularly blessed in the UK to have so many astonishingly talented people.

And almost every encounter with almost everyone still trying to make sense of it all is a delight.

BUT if I am forced to answer the brief, the one thing that has made me really THINK in the last few days is a book.

Honestly, young people, you should try them. Books, I mean. But if you don’t fancy reading this one, Everybody Lies, you can watch its author Seth Stephens-Davidowitz talk about it on YouTube:

It’s a book about data. And what it reveals about us.

He calls it “digital truth serum” and time and time again, SS-D shows how counter-intuitive genuine insights often are.

And how funny.

For instance, in social media, posts about husbands use terms like “the best”, “my best friend” and so on. But when they Google the word “husbands” it’s more often in association with the phrases “jerk” and “annoying”.

There’s gold dust in these pages for anyone in advertising and marketing.



Patrick Colister is Editor at Directory, and former Creative Lead at Google.



Last updated 21 January 2022