The BriteBirch Collective is known for its diverse skillsets ranging from creativity to business consulting to communications strategy. Recently, as ,shared in a blog post
, we’ve also substantially increased our data and analytics capabilities through BriteBirch Insights, giving us a unique offering that marries creativity with research.
It’s in this context that we want to share a recent piece of work by one of our BriteBirch Collective members.
Vasanth Seshadri runs an advertising agency in Singapore called The Sunny Side
. That’s his day job. By night, he’s an author, and he recently published a short novel with a sustainability message called The People from Beyond the Mountains
As he’s primarily a creative, the fictional side of things came a bit more naturally to him. But if a novel with a sustainability message is not based in science, it runs the risk of becoming amateurish. This is why he needed to do something that creative people are not particularly good at: research.
The good thing is, there are plenty of climate change podcasts from credible sources, such as Climate Rising by the Harvard Business Review, The Climate Question by BBC, and Green Pulse by Singapore’s Straits Times. Bill Gates’ recent book How to Avoid a Climate Disaster and Dr Klaus Schwab’s recent book Stakeholder Capitalism were two other dependable sources of information.
This provided the author with wide and deep knowledge of various aspects of sustainability, from energy to water to agriculture to industrialization to urbanization. Which was the prerequisite to writing any serious book (even if it’s a novel) about sustainability, climate change and other real-world existential threats.
What are the lessons to those of us in creative fields? It’s two-fold.
Firstly, creativity is just hot air if not founded on a bedrock of facts, be they scientific facts or research into the consumer. At the risk of mixing metaphors, no building can stand without a sturdy foundation. This validates what BriteBirch is doing by expanding its data capabilities through BriteBirch Insights
so that reliable, dependable data can be converted to insights which provides valuable perspectives that inform smarter business decisions, better stories and creative campaigns.