In fact I eccentrically believe data analysis and really good statistical modelling can be immensely creative – because, just like a good creative team, well-worked data can reveal wonderfully unexpected, unasked for truths. In Freakonomics the guns vs swimming pools insight is arrived at numerically, but it is no less an astoundingly original thought for being uncovered by computers. Never forget this, folks: turbo-charged logic is a valid form of creativity.
Excerpt from: Rory Sutherland: The Wiki Man by Rory Sutherland
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