On today's show, we discuss:  The Evolution of a Creative Strategist: Our guest, Ed, shares his journey from working in sales promotion and direct marketing to becoming a creative strategist. He highlights the significance of understanding the power of communication and how his early career experiences shaped his approach to strategy and innovation. The Transition to Management Consultancy: Ed discusses his pivotal move to Accenture (formerly Anderson Consulting), emphasizing how this shift was the best decision for his career. He reflects on the learning curve and the unique challenges of management consultancy, describing it as a 'fourth emergency service' career that demands hard work, grit, and client management skills. Pursuing Passion and Finding the Right Fit: We explore Ed's decision to leave Accenture and join 'What If', driven by his desire to focus more on creative strategy. He shares insights into the dynamic and fun environment at 'What If', and how it aligned with his professional aspirations. The Role of Insight and Strategy in Business: Ed delves into the importance of human insight in business strategy. He explains how understanding customer needs and expectations is crucial for innovation and growth, and how this approach has shaped his career and current role at Butterfly. Plus much more...   --- Where to find the Ed: LinkedIn Butterfly Where to find Danny: LinkedIn Tiktok The Insightful Innovator: How to Level Up Your Employee Experience   Get full access to the 'Get Knotted' Newsletter and bonus content from the podcast at https://www.weareknot.co.uk/subscribe.   ---