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.
Helen joined Neil on the Firestarters podcast to chat about her book ‘From Marginal to Mainstream’, and why brands need to look to the fringes for growth. Watch the full episode here.