Strategy isn't just how a brand shows up. It's how a brand makes sense of the world, and itself.

We've long treated strategy as a communications tool. A prelude to creative. A pretext for messaging.

But that's far too narrow.

Strategy isn't surface logic. It's deep code. It shapes what the brand believes, how it behaves, what it pays attention to, and

The Art Of Strategic (Fresh) Thinking

Jason had a few obsessions he returned to in every episode: never bill by the hour, make sure to get rid of clients who bother you, continually refine your core values and principles, and, above all, define your niche, establishing a focus so clear that your most likely clients automatically think of you when they need creative services.