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

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The strategist is no longer a domain expert in isolation, but a pattern recogniser across disciplines - someone attuned to the logic of living systems.

Why does this matter? Because traditional strategy was built on fragmentation. On dividing markets from cultures, insight from intuition, brand from business.

But these divisions were always

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