Laurence Parkes

Laurence Parkes

Strategy Director at AKQA

United Kingdom

User & market insight

Creating business value is disarmingly simple.

You must empathise with people.

By understanding people deeply you will be able to identify services that will impact people's lives and stories that will inspire them to think and act differently.

From my very first job in advertising, I had the opportunity to apply this understanding. The insight that people were confused and disappointed by low fat foods lead to a trusted and easily recognisable range of tasty low fat foods that is now worth millions to Sainsburys.

As the lines between products and marketing blur, the future belongs to agencies and individuals that can use this understanding to combine service/ product design with storytelling across ecosystems.

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