I’m convinced that storytelling will be the most differentiating business skill of the 21st century.

A strategist is a stylist - and the ones that aren’t are the ones who gripe about nobody listening to their advice.

Strategy is an imaginative act, and narrative is how it thinks, expresses itself, and brings others along. Which is where words come in. Whether expressed as conversation, brief, or presentation, strategy is meaningless and powerless without words. If you can’t put your strategy into words others cannot follow.