This isn't about bad strategists or failed campaigns. This is systemic. The entire apparatus of

commercial strategy - how we think, how we work, what we optimise for - was built for a world that no

longer exists.We're practicing 20th-century strategy in a 21st-century reality. Using industrial logic to

navigate post-industrial complexity. Applying fra... See more

In print advertisements, your headline is the most important element. The other day I saw one headline produce five times as many orders as another. If your headline promises your strongest and most distinct benefit, you are on your way to success. Good photographs of your product cost more than bad ones, but they also sell more. When you want to s

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I hope some of this has been useful. Apologies if not. But I have one final thought based on our collective pursuit of death to shit ads. We’ve used these handles forever, but I wonder if words like ‘creativity’, ‘creative’ and ‘risk’ do us more harm than good when we’re trying to win support from stakeholders who are wired somewhat differently to ... See more