Strategy isn't about applying frameworks in isolation. It's about reading the room, the rhythm, the reality.

Too often, strategists are trained to seek tidy answers – grids, ladders, funnels, stages. But culture doesn't move in straight lines. It swells, fractures, loops, contradicts itself.

Fieldcraft acknowledges this. It repositions the strategist

We learned to prize systematic thinking over systemic thinking. To value consistency over creativity. To mistake methodological rigour for intellectual courage. The result is, unsurprisingly, strategists who can execute processes beautifully but struggle to originate work that matter.