9 INSIGHTS
SPEND & TRENDS REPORT
“But you should not do more with more. You should do much more with more. And ideally more with less.”
power than the machine, the computer that put man on the moon. So please don’t BS about data overload. On budget; size is not everything. No, it is what you do. The budget is important and there are a lot of clever ways in which you can make your budget have an impact. Budgets going up does say to me that businesses see the value in whatever the insights functions are doing, and therefore they’re giving them more money to do it. Therefore, as a report card on the industry, this is a good sign. This kind of ties in with the 62% that you said, you know, having more influence . But you should not do more with more. You should do much more with more. And ideally more with less. The end objective is to do something, create a bigger impact. So bigger impact with
less should be your mantra and in the process if you do different impact with the same or a little bit more that’s fine.
Stan Sthanunathan Retired Executive Vice President CMI, Unilever
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