strategy scrapbook

A good brief increases the quality and reduces the quantity of conversation

The role of planning/strategy is point imagination and resources (time, people etc) in the right tasks that matter (so that they can have maximum effect). Identifying and articulating the task with imagination and rigour is at the heart of a planner’s role. It’s the art of choice and point of greatest leverage.

— W+K's Martin Weigel on our

“Data only tells you what was.
It doesn’t account for what could be.”

Cultivate Range With Depth

Don't just collect surface-level knowledge across domains. Find the underlying patterns that connect them. Study behavioural economics to understand TikTok trends. Learn about complex adaptive systems to grasp community dynamics. Use game theory to decode cultural movements.