strategy

in this part, we often default to looking outside the brief for the research. We “diverge” by bringing new information in.

In reality, it is less of a “research” phase as it is a “discovery” phase.

Part of that is research, sure. But it also includes unpacking the brief comprehensively.

info like “why now” or “what are the stakes/influences or moti... See more

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.