Professor Sharp, the world's most recognisable (that's both distinctive and differentiated) marketing scientist takes us through his thoughts on creativity in the marketing process, and how he embraces creative thinking when building The Ehrenberg Bass Institute. Byron shares some very sharp views when it comes to pre-testing creative ideas (don't do it) and brand tracking (usually not worth doing either). Perhaps the most surprising element of this episode was just how similar Professor Sharp's outlook was to some of the top 'creatives' we've had on the podcast. Oh and one more thing we get to hear what a focus group thinks of the idea of a focus group! See omnystudio.com/listener for privacy information.