‘Strategy is the very human act of imagination’

If we’re going to talk about ‘the future of strategy’ then we are going to have to talk about how relegating strategy to the supply of disposable ‘insights’ and ‘propositions’ for other people’s creative processes is to fundamentally misunderstand the nature of strategy.

strategy is the very human act of imagination. ‘Seeing’ what does not yet exist. Seeing things as they could be. As we would want them to be.