Broadly I agree and welcome this piece. A few comments that would be best suited to a conversation, not a throwaway remark in a comments section.
1) Consultancies will eat our lunch is a story we’ve told ourselves every year since 2003 with VERY little evidence. It could be happening, but we’ve been saying this for years and management consultant types still show zero sign of ever knowing what an idea is, or what creativity is, let alone creating.

2) Our whole industry needs to shift from making ads to making better products and experiences, but we’ve no idea how to charge for this. I don’t give a flying fuck what BA tells me in an ad, I give a massive shit when in 200 flights in the last year I’ve never been able to change my flight online due to “exceptional circumstances’. From hotels to stores, car rental companies to airlines, energy providers to credit cards, our minds should be using empathy and creativity to make companies improve how people think of them through better stuff.