Algorithms don’t understand love, so we shouldn’t ask them to. Data is transforming our marketing strategies, but when it comes to inspiring ideas, data can only take us so far. Creative work is effective only when we pair data with empathy to address rational and emotional decision-making. In 2018, our enemy isn’t hate or dislike…it’s indifference. If we don’t make people feel something then we haven’t done our jobs as marketers.