We are in the
business of understanding customers and using this understanding in the
areas of Advertising, Consulting and Retail Solutions. We believe our
business domains require the simultaneous use of two very different ways
of thinking where one needs to combine logic with imagination and analysis
with intuition to be effective.
This is why we see a core challenge in our business domains as being the
ability to approach issues in a manner that blends the softness of Art
with the rigour of Science.
The Two Cultures: Science and Art
Science lays emphasis on repeatable results, predictable outcomes and the
use of logic. Art is anything that touches us deeply in a manner we cannot
fully explain. This could be in the form of a word, a picture, a song or
just a glance, that appeals to our more imaginative side.
CP Snow in his seminal essay, The Two Cultures And The Scientific
Revolution (1959) has described Art and Science as two different mindsets,
two parallel streams. The implicit assumption is that they are mutually
exclusive. While this may be true in some cases, our business domains
require a grasp of both streams.
The different business domains we operate in and the disciplines within
them may require different proportions of the two elements but the
essential challenge is to develop a degree of comfort and skill in both
ways of thinking.
Some of our 'heroes', people who have achieved this blend in their life
and work, include Leonardo da Vinci and Bertrand Russell.
A true Renaissance Man, Leonardo da Vinci's achievements span the fields
of fine art and pure as well as applied science. Among his works is the
Mona Lisa, perhaps the single most well known masterpiece of Western Art.
He was also an architect, an engineer and a weapons designer and made a
significant contribution to the study of human anatomy.
Bertrand Russell was a genius whose intellect spanned a variety of
concerns. He was a philosopher, a mathematician, a social critic and an
activist. He made significant scholarly contributions to philosophy and
logic and is credited with being one of the founders of analytical
philosophy. And when he won the Nobel Prize in 1950, it was for
Our Quest: Combining The Two Cultures
Our endeavour is to embrace and synthesise both these streams in our
attempt to master the Art and Science of our businesses and to contribute
to the body of knowledge in our field. We strive to do this both at the
individual level and even more importantly, as an organisation.
If the left brain is the seat of logic and reasoning and the right brain
is the wellspring of creativity, our businesses require their
practitioners to use the whole of their brain. We also believe that the
complete human being will develop her abilities to be equally at home in
both the streams and revel at the meeting points between the two.