There's this cliche that the role of planning is to be the voice of objectivity in the development of campaigns. But that's nonsense really, there isn't really any proper objectivity, just better informed points of view.
Mostly in the business we're in, it's not even that. It's dominant ideas and received wisdom. But that's good. Dominant ideas are there to be exploded. Take Galileo's exploding the idea of the earth at the centre of the universe, there are plenty of dominant ideas to crush in the world of brands. It's built on false assumptions and prejuduce.
I'm coming round to the view that this is what my job is about. Exposing the prejuduce and failings, starting with my own, to get better points of view. Looking for dominant ideas to crush.
From how we actually go about developing ideas to changing people's minds about whatever culture exists around a brand, product or category.
NORTHERN PLANNER 
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