The Work
The mismatch is structural, not personal.
You can't practice depth inside a machine built for speed. You can't develop cultural attunement when your calendar is carved into six-minute increments. You can't hold complexity when your success metrics reward simplification.
Without systemic change, we'll continue asking strategists to perform meaningful
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Rapid hypothesis testing: Strategy used to be a slow bet. Now it's a fast hypothesis. Strategists can explore dozens of narrative. frames, brand positions, or cultural codes - and feel what resonates.
zoe scaman • The Work
the transformation isn't about perfecting new systems.
It's about practicing new principles until the systems evolve to support them
zoe scaman • The Work
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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03 / The Narrative Engine
What ongoing story does the brand tell; about the category, the culture, the self? Is it linear, cyclical, mythic, speculative?
This isn't about taglines or campaign themes. It's about story architecture. The deep narrative structure that governs how the brand understands its place in time.
Linear stories: progress, innovat
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Energetic Fieldwork: Paying attention to cultural "temperature," social tone, behavioural rhythms; the stu that doesn't show up in the research report but drives decisions anyway.
zoe scaman • The Work
These are evolutionary adaptations.
The centre couldn't hold. So strategy moved to the margins - where the real complexity lives.
zoe scaman • The Work
2 - CAN I DO THIS IN AN AGENCY?
No. Probably not. The sausage factory isn't made for this type of thinking or work.
zoe scaman • The Work
These traditions practiced what complexity science now proves: That systems change emerges from relationship, not domination. That wisdom lives in collective intelligence, not individual genius. That resilience depends on connection, not control.
This return isn't nostalgic.It's necessary.