The difference between good and great media planning?

A willingness to challenge the status quo.

If we accept everything at face value, we risk drifting into Epistemological Stagnation; a state where fresh insights stall, outdated assumptions persist, and our knowledge stops evolving.

The Theory of Technology Dominance warns that overreliance on tools can erode our own expertise. Platforms and algorithms can optimise, but they can’t think for us.

The best media planners don’t just optimise within the system, they challenge the system itself.

Complacency in our tools leads to complacency in our thinking.

Growth comes from curiosity. So keep questioning.