Analog Intelligence and Deep Thinking Differentiate Agency Work From AI

The enduring power of human creativity in an age of AI and automation lies not in speed or efficiency, but in the deliberate cultivation of analog intelligence -- the messy, non-linear, and deeply human process of thought. This conversation with cartoonist Tom Fishburne reveals how embracing "unproductive" thinking time, fostering humor, and pushing beyond the obvious are not just pathways to better creative work, but essential differentiators that AI cannot replicate. Agencies and individuals who prioritize this deliberate, human-centric approach will find themselves not just surviving, but thriving, by creating work that resonates with genuine meaning and avoids the growing tide of indifference.

The Indifference Engine: Why Obvious Solutions Lead to Mediocrity

In an industry often chasing the latest trends and technologies, there's a seductive allure to efficiency and data-driven decision-making. Yet, as Tom Fishburne, a cartoonist with over two decades of observing the marketing world, points out, this relentless pursuit can inadvertently lead to a landscape of sameness. The "path of least resistance," amplified by readily available data and AI tools, often results in work that is technically sound but emotionally vacant. Fishburne notes that a significant majority of advertising elicits only indifference, a stark indicator that merely processing data or adopting new tools isn't enough. The real challenge, he argues, is to move beyond the obvious, to find a different vantage point from which to view the same information, thereby creating something truly meaningful and memorable.

"The path of least resistance can often lead to creating a lot of work that looks the same... and a lot of times there's a one size fits all that you know too many agencies look like one size fits all a bit."

-- Tom Fishburne

This phenomenon is particularly evident in the agency-client dynamic, where rushed briefs and a focus on immediate deliverables can stifle deeper insight. Fishburne, having experienced both sides, highlights how a lack of upfront effort in defining objectives--often due to client busyness or agency eagerness to please--leads to "garbage in, garbage out." The consequence is work that plays it safe, failing to connect on a deeper human level. The implication is clear: true creative advantage is forged not by optimizing existing processes with new tools, but by fundamentally rethinking the creative process itself, prioritizing depth over speed.

The "Stub" Pile: Cultivating the Unseen Connections

The core of Fishburne's insight lies in the deliberate cultivation of what he calls "analog intelligence." This is the antithesis of AI's prompt-response mechanism; it's the messy, non-linear exploration of ideas that often occurs during what might be perceived as "unproductive" time. Fishburne describes a personal process involving dedicated deep thinking sessions, where he allows himself to play with ideas, follow tangents, and jot down nascent thoughts--his "stubs." These are not fully formed concepts but rather intuitive inklings that something significant is present.

"I recognize it and I don't always know why I recognize it... I can feel that there's something here and then I'm going to put it in a special pile and I'm going to work on it you know with some energy because I feel like there's something there."

-- Tom Fishburne

This "stub" pile represents the fertile ground where true originality takes root. By giving himself permission to explore without immediate judgment or the pressure of a deliverable, Fishburne can sift through complexity to find the simple, profound insights that resonate. This contrasts sharply with the typical agency workflow, where time constraints and a focus on billable hours often eliminate space for such exploratory thinking. The consequence of this omission is a workforce that may be efficient but is increasingly producing work that is merely "good enough," rather than groundbreaking. The ultimate payoff for embracing this deep, analog thinking is the creation of work that stands out, offering a distinct perspective that AI, by its very nature, struggles to replicate.

Humor as a Lever: Breaking Down Silos and Building Trust

Beyond the mechanics of idea generation, Fishburne champions the role of humor as a critical tool for navigating complex professional relationships and fostering genuine creativity. He posits that laughter is "the shortest distance between two people," a powerful mechanism for building connection and breaking down the artificial seriousness that often pervades professional environments. Fishburne's own career is a testament to this, as his cartoons have consistently used humor to address shared challenges in marketing, making difficult conversations more approachable and less threatening.

When humor is employed as "affiliative humor"--laughing with others at a shared experience--it creates a sense of psychological safety. This safety is crucial for innovation. In environments where humor is encouraged, individuals, particularly junior team members, feel more comfortable sharing their best ideas and challenging the status quo. The consequence of suppressing humor is a culture of deference and a reluctance to voice potentially disruptive, yet valuable, insights. Fishburne's experience with his chief marketing officer at General Mills, who encouraged his humorous observations, underscores how leadership can actively cultivate a culture where humor is seen not as frivolous, but as a vital component of effective communication and problem-solving. This creates a virtuous cycle: increased trust leads to more open communication, which in turn fuels more innovative and less indifferent creative output.

The Human Advantage: Where AI Falls Short

As artificial intelligence rapidly integrates into creative workflows, a critical question emerges: what remains uniquely human, and how can it be leveraged as a competitive advantage? Fishburne's work offers a compelling answer. While AI excels at processing vast amounts of data, identifying patterns, and executing tasks with speed, it lacks the capacity for genuine analog intelligence--the intuitive leaps, the nuanced understanding of human emotion, and the creative spark that humor ignites.

The danger lies in over-reliance on AI, which, as Fishburne observes, can exacerbate the problem of indifference by producing more of the same. The true advantage for agencies and individuals lies in the fusion of AI's capabilities with human ingenuity. This means using AI for tasks like distilling information or surfacing themes, but then engaging one's own "analog intelligence" to interpret, connect, and innovate. This human element--the ability to find unexpected humor, to empathize deeply, and to push beyond the obvious--is precisely what AI cannot replicate. The implication for the future of creative work is clear: those who master this synergy, prioritizing the cultivation of their unique human capabilities alongside AI tools, will be the ones who create work that is not only effective but also indispensable.

Key Action Items:

• Dedicate Non-Negotiable "Analog Thinking" Time: Block out at least 30-60 minutes daily for unstructured thought, idea exploration, and "stub" collection. Treat this time as sacred, free from immediate deliverables or digital distractions. (Immediate Action)
• Cultivate Affiliative Humor: Actively seek opportunities to use humor to connect with colleagues and clients, focusing on shared experiences rather than divisive jokes. Use it as an icebreaker and a tool to make difficult conversations more approachable. (Ongoing Practice)
• Prioritize Deep Briefs: For agencies, commit to pushing back on incomplete or vague briefs, rewriting them if necessary to ensure a clear understanding of objectives and pain points before commencing work. For clients, invest the upfront time to create thorough, insightful briefs. (Immediate Action)
• Develop a "Stub" Collection System: Create a dedicated space (digital or physical) to capture nascent ideas, interesting observations, and intuitive hunches without immediate judgment. Revisit this collection regularly for inspiration. (Immediate Action)
• Embrace the "Messy Middle": Give yourself permission to engage in the complex, non-linear phase of idea generation. Resist the urge to jump to conclusions or settle for the first, most obvious solution. (Ongoing Practice)
• Integrate AI Strategically, Not Comprehensively: Utilize AI tools for specific tasks like data synthesis or initial drafting, but ensure human analog intelligence leads the creative interpretation, innovation, and final output. (This pays off in 6-12 months)
• Invest in Curiosity: Actively seek out diverse perspectives and information sources beyond your immediate work. This broadens your mental landscape, providing richer material for unexpected connections and insights. (This pays off in 12-18 months)