What do you wish Strategists would do more of?

• “Find opportunities for action, and not just diagnostics.”


• “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”

How do you judge whether a creative brief is good or

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high-value advice, in general), is about insight .

Insight requires context, nuance, and judgment.

• What are you trying to accomplish?


• What's your timeframe?


• What other constraints should I be aware of?


• Do you have more time to invest than money, or more money to invest than time?


• What do you love?


• What do you hate?


• What will you say you'll do?


• What will

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