Let people be the best they can be, and appreciate that there is diversity of thinking… The notion of innovation from the edges is what we need to pursue, both from a right and left brain point of view.”There is no reason to voluntarily constrain the latitude and diversity of thought. By supporting individuals on both sides of the spectrum, and embracing the extremes at either end, highly specialised skills can be delivered that are perhaps outside the natural abilities of the whole-brained thinker. Isolating the two groups in marketing silos – creatives on one side, analysts on the other – has led to the prime movers of failed marketing programs: either long-cycle campaigns bookended with inadequate testing, or `analysis paralysis’ brought on by over-reliance on data. One whole-brained individual cannot provide a solution. Instead, project leaders should co-locate analytic teams with their creative counterparts to work on multiple campaigns over time. These teams can provide the perfect whole-brained marriage of iterative testing and data-analysis with the creative insight that is essential to drive growth.