This week’s guest is Orlando Wood, the Chief Innovation Officer at System1 and author of two must-read books for marketers—Lemon and Look out. 

If you’ve ever wondered why TV ads don’t feel as memorable, or fun, today as they did in the 90s, well Orlando can tell you why. Orlando’s two books Lemon and Look out, employ a unique mix of neuroscience, cultural history and advertising research, and explore how an increase in “left-brain thinking” has spread like wildfire across marketing and business and and argues, in a very compelling way, that this is to blame for the huge decline in advertising effectiveness over the past 15 years. 

Orlando and I had a great discussion about “the crisis of creativity”, why truly great advertising today is so rare and most importantly, what marketers, creative and advertisers can do to reverse the trend and build effective and engaging campaigns. 

I really enjoyed this conversation with Orlando, and I hope you do too.

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