There is not much new thinking in a category, which traditionally draws a lot of entries.
- ‘We’re inventors – we’re creators. And that’s the most important thing about what we do. And I think we should welcome failure every once in a while’
MALOFIEJ 19. ‘Even if we have the perfect set of data, we should learn from people in social science. They know that numbers and figures will never really represent the phenomenon we’re looking at’