"To predict the future you need to go twice as far back as you want to go forward" - this quote is from Tracey Follows the Founder of Futuremade on this week's Shiny New Object podcast. This interview is a whistle-stop tour of Tracey's approach to 'futuring' and how brands should "execute on foresight not insight." Because by the time you've acted on an insight - it's probably too late to be useful. She teaches her clients that the most dangerous things aren't the things they don't know - but misunderstanding the things they do know. And that we should teach our children how to carry out their life's mission by "putting Futures on the national curriculum in the same way History is." You may disagree with Tracey but she declares "It's not important what you think of me, it's what I think of you".

"Music is the love of my life" - this quote comes from Emily Scoggins the departing Head of Marketing at The O2 on this week's episode of the Shiny New Object podcast. Emily tells us that one year she went to see 203 gigs. So it's no surprise her Shiny New Object is AI that makes music. She argues that drum machines didn't replace drummers so AI won't replace the creative industry. We'll see about that ;-) Emily is passionate that we shouldn't use 'wake words' on electronic assistants like 'Alexa' or 'Hey Google' and how that sleep solves almost every problem. Emily is one of my favourite people in marketing (or anywhere else). So it was a privilege to pick her brain for an hour. And you lucky things can hear the whole lot!

"You're much more capable than you think you are" this quote comes from Craig Hepburn on this week's Shiny New Object Podcast. Craig has had a staggering career spanning publishing, Godfather fandom, website design and notably huge global marketing roles at Nokia, Microsoft and recently TATA Communications. Craig's 'Shiny New Object' is Personal Data and he talks about how we should own our own. He challenges us to consider that your own personal data is your IP. Despite his Scottish Crossfit superhero exterior Craig's a sensitive soul that reminds us that "we must remember as marketers we are talking to humans - emotional beings." It was a pleasure to interview such an experienced and influential figure in our industry - even if we might have had one too many warm up drinks in the bar beforehand. But he's Scottish and I'm Northumbrian so it was to be expected

"Good people know good people" this quote is from Nicole Yershon / Founder NY Collective & LabForHire&Co on this week's Shiny New Object Podcast. Nicole is without doubt the most experienced innovation person in this town or any other. Her monster stint at Ogilvy defined what the 'Innovation' role was at an agency and what it could achieve. Since moving on from ad land she's set up four businesses, written an Amazon #1 best seller. Despite this success she's hell bent on learning all she can about new tech that intrigues her. I stopped taking notes during this podcast because I got so caught up in what was at times an emotional discussion. Nicole genuinely makes our industry a better place for brands, their agencies and the young people who want to be part of its future.

Cubanettis / Nicole Yershon / Founder NY Collective & LabForHire&Co by Tom Ollerton

"If you reward the wrong behaviour, you get the wrong behaviour" this quote is from Mary Keane-Dawson CEO and Founder of Truth. Mary is this week's guest on the Shiny New Object Podcast. Mary's 31 year career in publishing, agency and entrepreneurship has left her thinking "I'm still 18, I'm learning all the time". Part of the reason for this is the fact she found her 11 year old son mining bitcoin in the garage - 7 years ago. We talk about how TRUTH is improving relationships between advertisers and consumers. And through Mary's relentless higher purpose of "being true, being your authentic self" she challenges us and in no uncertain terms declares "Never underestimate me." No chance Mary. None at all.

"My goal is to inspire other people to do what inspires them" - this week's Shiny New Object Podcast is an interview with the annoyingly talented Jeremy Waite - Chief Strategy Officer for IBM. We talk about a brand new industry of "AI Trainers" that use human beings to mine data to train AIs on. If AI is an engine - then data is its fuel. If businesses are going to use AI effectively they will need data that their competitors don't have. Jeremy opened my eyes to a new world of technology that could put marketers years ahead of their competition. We also talk about car crashes, giraffe training and watching his twin daughters survive birth despite being given a 0% chance to live. Jeremy is a constant inspiration to me - I hope you enjoy listening to this podcast as much as I did recording it.

"I only work on projects I believe in" - this quote is from Justin Cooke the Vice Chair of UNICEF on this week's Shiny New Object podcast. Justin gives a candid view of behind the scenes at the charity and how he's transforming the business through digital. You will learn a lot about how being creative with corporate partnerships can achieve a lot by doing a little - whilst we get sidetracked into a fist fight about smartwatches. Getting Justin on the phone for 15 minutes has saved my business months of work. And this podcast lasts an hour - so cash in quick.

Meet Penny Parnell who has had "more (career) changes than Lady Gaga's costume rail" and is the 'Leader of all things Creative' at Not on the Highstreet. It was a thrill to interview Penny for the Shiny New Object podcast who opened my eyes to a new way of being a creative person.

Not on the High Street / Personalisation / Penny Parnell / Leader of all Things Creative / by Tom Ollerton