Want to create work that genuinely stands out? Stop treating curiosity like a childhood trait and start using it as your ultimate competitive edge. Recorded live at the BAM Marketing Congress, Sarah Claeys, Director of Content Design at Empathy Lab by EPAM, sits down with global innovation expert Carla Johnson to break down why curiosity is a serious strategic skill, not a distraction.
Most of us get bogged down in rote, day-to-day tasks, but true innovation happens when we free up the brainpower to enter the 'Imagination Zone'. In this episode, Carla explains how using tools like AI to automate repetitive work gives you the breathing room to ask better, deeper questions. It’s packed with brilliant real-world stories – like how a failing hotel turned things around with brutal honesty and how a hospital used Formula One pitstop tactics to save lives. This episode is a must-listen for marketers ready to move past basic efficiency and make smarter, more creative decisions.
Get ready to skip the safe choices and start asking better questions. Tune in to discover:
The curiosity compass
A strategic tool that maps business thinking into four distinct zones: Efficiency, Effectiveness, Discovery and Imagination. It helps you track exactly where your team spends its energy.
Sitting with the problem
Resisting the urge to instantly solve a problem, allowing teams to focus on asking questions first so they are actually fixing the right issue.
Diving down the rabbit hole
Pushing past the first few safe, familiar ideas to explore more radical, cost-effective possibilities that can completely turn revenue around without extra production costs.
Swapping hats
Finding breakthroughs by looking entirely outside of your industry for inspiration – just like a surgical team adopting Formula One pitstop precision and professional ballet choreography to save lives.
The ultimate alignment question
Cultivating the habit of asking "What are we trying to accomplish here?" to bring instant clarity and alignment to creative briefs and marketing objectives.
Listen to the full episode now to start unlocking your creative edge.
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