This episode of The Bottleneck Podcast dives into the uneasy relationship between creativity and data in modern marketing. Max Osborne, co-founder of This That, joins Rory Sutherland and Elfried Samba to explore how performance metrics and short-term thinking have reshaped the industry—and why it’s time to put intuition back in the mix.Together they unpack the origins of brand lift, the limits of benchmarking, and why true marketing success often looks like failure before it becomes a breakthrough. From influencer measurement to community-driven brands, they discuss how embracing uncertainty may be the only way to grow.Follow Rory:Instagram: @rorysutherland_clipsTiktok: @RorysutherlandclipsX: @rorysutherlandLinkedin: in/rorysutherland/Follow Elfried:Instagram: elfriedsambaLinkedin: in/elfriedsamba/https://www.butterflyeffect.xyz/Follow Max:Instagram @ maxosborne/Instagram thisthat.tt/https://uk.linkedin.com/in/himaxhttps://www.youtube.com/@thisthat-tthttps://www.thisthat.com/A Sassy+ original podcast series Hosted on Acast. See acast.com/privacy for more information.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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