Google Firestarters

These are quarterly ‘provocations’ for an audience of planners and strategists, curated by best-selling business author Neil Perkin and hosted in London by Google. In an evening devoted to ‘insights’, Helen did her fair share of provoking: they are overrated, under-defined and by no means the only way to cut through. ‘Outsights’ – themes, motifs and revelations from the category, culture and beyond – are just as valuable, if you know how to look.